The Impact of Social Media-Based Communities on Building Brand Loyalty: An Applied Study on Members of Facebook Brand Communities
| المصدر: | مجلة التجارة والتمويل |
|---|---|
| الناشر: | جامعة طنطا - كلية التجارة |
| المؤلف الرئيسي: | Ebrahim, Reham Shawky (Author) |
| المجلد/العدد: | ع4 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2019
|
| الشهر: | ديسمبر |
| الصفحات: | 1 - 27 |
| DOI: |
10.21608/CAF.2019.142625 |
| ISSN: |
1110-4716 |
| رقم MD: | 1088128 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Brand Community Identification | Brand Community Engagement | Brand Community Commitment | Brand Loyalty
|
| رابط المحتوى: |
عدد مرات التحميل
18
| المستخلص: |
This paper is focusing on the transfer of consumer-relationships based on communities that built on social media. platform to brand relationships. The brand community relationships are identified by: brand community identification, brand community engagement and -brand community commitment; while brand loyalty represents the positive brand related outcome, Data is collected using questionnaire collected from a sample - of 302 undergraduate students studying at University in Egypt. The findings show that brand, community identification has a positive significant impact on both brand community engagement and brand community commitment, consumers dual engagement focusing on both the community and the brand motivate them to keep an enduring relationship with the community and the brand as well. The study reveals the importance of brand communities (groups, and fan pages on Facebook) in building brand relationships. |
|---|---|
| ISSN: |
1110-4716 |
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