Consumers’ Journey toward Brand Loyalty Using Social Media Brand Community Engagement: A Case of Fashion Brands

Q2 Business, Management and Accounting

Journal of Promotion Management Pub Date : 2023-10-08 DOI:10.1080/10496491.2023.2251466

Faiqa Kiran, Suleman Aziz Lodhi, Rizwan Sabbir, Ahsan Zubair

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引用次数: 0

Abstract

AbstractSocial media brand communities engage consumers and build relationships. This research aims to empirically investigate how consumer engagement in social media brand communities can be used to achieve branding outcomes. Fashion brands are divided into three categories clothing, shoes and bags, and accessories. Data was collected and analyzed using structural equation modeling based on a survey of 475 people who belong to social media brand communities of fashion brands. PLS-SEM was used to test the hypothesis. The study reveals Social Media Brand Engagement of consumers of fashion brands positively influences brand experience, brand image, trust, and loyalty. Furthermore, product type moderates the relationship between Social Media Brand Community Engagement and Brand Experience.Keywords: social media brand community (SMBC)social media brand community engagement (SMBCE)brand experience (BE)brand image (BI)brand trust (BT)brand loyalty (BL)fashion brands Disclosure statementNo potential conflict of interest was reported by the author(s).

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消费者利用社交媒体品牌社区参与的品牌忠诚之旅:以时尚品牌为例

摘要社交媒体品牌社区吸引消费者并建立关系。本研究旨在实证研究如何利用消费者参与社交媒体品牌社区来实现品牌成果。时尚品牌分为服装、鞋包、配饰三大类。通过对475名时尚品牌社交媒体品牌社区成员的调查，利用结构方程模型收集数据并进行分析。采用PLS-SEM对假设进行检验。研究发现，时尚品牌消费者的社交媒体品牌参与对品牌体验、品牌形象、信任和忠诚度有积极影响。此外，产品类型调节了社交媒体品牌社区参与与品牌体验之间的关系。关键词:社交媒体品牌社区(SMBC)社交媒体品牌社区参与(SMBCE)品牌体验(BE)品牌形象(BI)品牌信任(BT)品牌忠诚(BL)时尚品牌披露声明作者未发现潜在的利益冲突。

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来源期刊

Journal of Promotion Management Business, Management and Accounting-Marketing

CiteScore

6.10

自引率

0.00%

发文量

期刊介绍： The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.