Brand Loyalty and Online Brand Communities: Is Brand Loyalty Being Strengthened Through Social Media?

Abstract

This research explores the use of the online social media network Pinterest in brand-to-consumer engagement and brand loyalty. The basis of the study was formed upon previous research on brand loyalty, online brand communities, brand experiences, and emotional connections to brands. Brand loyalty is defined in this study as pins, likes, or comments on a post by one of three food brands: Cooking Light, Food Network, and Kraft Foods. Content analyses were conducted over a two-week period to observe the number and types of posts by the three brands and the interaction with their Pinterest followers. It was found that consumers who engage with brands on social networks sites, such as Pinterest, do have positive brand experiences, which has been previously linked to increased brand loyalty.