Engaging consumers via online brand communities to achieve brand love and positive recommendations

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2022-11-24 DOI:10.1108/sjme-07-2022-0160

Mandakini Paruthi, Harsandaldeep Kaur, J. Islam, Aaleya Rasool, George Thomas

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引用次数: 5

Abstract

Purpose This study aims to investigate the influence of brand relationship quality and consumer community identification on consumer engagement. This study also examines the mediating role of consumer engagement between brand relationship quality and consumer community identification with brand love. Positive word of mouth is taken as an outcome variable. Design/methodology/approach To test the proposed relationships, data were collected from 580 social media-based brand community followers and analysed through structural equation modelling. Findings Results corroborate brand relationship quality and consumer community identification as critical drivers of consumer engagement on the online platforms. The results further reveal a positive association between consumer engagement and brand love which consequently foster positive word of mouth. The findings also corroborate the partial as well as full mediating role of consumer engagement on different proposed associations. Originality/value This study offers an in-depth insight of specific motivations to engage consumers in the virtual domain, make them adore their brands and spread a positive word. All of these outcomes are crucial in offering competitive advantages to firms. This study validates the relevance of consumer engagement interactions in contemporary firms’ relationship marketing strategies.

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通过在线品牌社区吸引消费者，获得品牌喜爱和积极的推荐

目的本研究旨在探讨品牌关系品质与消费者社群认同对消费者参与的影响。本研究亦检视消费者参与在品牌关系品质与消费者社群认同与品牌爱之间的中介作用。正面的口碑作为一个结果变量。设计/方法/方法为了验证所提出的关系，从580个基于社交媒体的品牌社区粉丝中收集数据，并通过结构方程模型进行分析。研究结果证实，品牌关系质量和消费者社区认同是在线平台上消费者参与的关键驱动因素。结果进一步揭示了消费者参与和品牌喜爱之间的正相关关系，从而促进了积极的口碑。研究结果还证实了消费者参与对不同提议协会的部分和完全中介作用。原创性/价值本研究深入分析了虚拟领域吸引消费者的具体动机，使他们崇拜自己的品牌并传播积极的话语。所有这些结果对于为企业提供竞争优势至关重要。本研究验证了消费者参与互动在当代企业关系营销策略中的相关性。

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.