Investigating the Impact of Online Brand Communities on Online Customer Engagement and Brand Loyalty

Q1 Business, Management and Accounting

Journal of Global Marketing Pub Date : 2023-03-02 DOI:10.1080/08911762.2023.2180789

Rajeev Gupta, Prof Vikas Kumar, A. Kaushik, D. Gupta, Rahul Sindhwani

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引用次数: 3

Abstract

Abstract Digital platforms develop and offer opportunities in the form of online brand communities (OBCs) to interact and engage customers with the brand, which might lead to brand loyalty over a while. The present study investigates how OBCs influence online customer engagement (OCE) and brand loyalty through a questionnaire survey of 488 social media users. Extant literature is reviewed to identify the unique characteristics (website satisfaction, usefulness, response time, and entertainment) of such digital platforms and examine their influences on OCE and brand loyalty. The moderating role of gender was also tested empirically. Results revealed that characteristics of OBC platforms primarily influence OCE; however, website satisfaction influences both OCE and brand loyalty. Moreover, OCE positively influences brand loyalty. These findings were similar for male and female customers, excluding website satisfaction, which was insignificant for females. The study concludes with crucial theoretical and managerial implications that will help develop the firms’ strategies to encounter issues related to OBCs globally.

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调查在线品牌社区对在线客户参与度和品牌忠诚度的影响

数字平台以在线品牌社区(OBCs)的形式发展并提供了与品牌互动和吸引客户的机会，这可能会在一段时间内导致品牌忠诚度。本研究通过对488名社交媒体用户的问卷调查，探讨了网络客户参与(OCE)和品牌忠诚度对网络客户参与(OCE)的影响。我们回顾了现有的文献，以确定这些数字平台的独特特征(网站满意度、有用性、响应时间和娱乐性)，并研究它们对OCE和品牌忠诚度的影响。对性别的调节作用也进行了实证检验。结果表明，OBC平台的特点是影响OCE的主要因素;然而，网站满意度对OCE和品牌忠诚度都有影响。此外，OCE正向影响品牌忠诚度。这些发现在男性和女性客户中是相似的，但不包括网站满意度，这对女性来说是微不足道的。该研究总结了重要的理论和管理意义，这将有助于制定公司的战略，以应对与全球OBCs相关的问题。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Global Marketing Business, Management and Accounting-Business and International Management

CiteScore

6.80

自引率

0.00%

发文量

期刊介绍： Stay current on cross-cultural marketing at both micro and macro levels! The Journal of Global Marketing is the top-notch journal packed with the latest global marketing planning and programming strategies, current information, and contemporary research findings on marketing challenges and opportunities that firms, industries, and public sector agencies encounter worldwide. The expert contributors to the journal include leading marketing and international business scholars, practitioners, and policymakers who provide up-to-date practical information vital for management and administrative professionals.