Three-Dimensional Brand Loyalty and Virtual Customer Relationships on Social Media-Based Brand Community
Ayesha Sharif1, Zuraidah Binti Sulaiman2
1Ayesha Sharif, Faculty of Azman Hashim International Business School (AHIBS), Universiti Teknologi Malaysia (UTM), Johor Bahru, Johor, Malaysia.
2Zuraidah Binti Sulaiman, Faculty of Azman Hashim International Business School (AHIBS), Universiti Teknologi Malaysia (UTM), Johor Bahru, Johor, Malaysia.
Manuscript received on 26 November 2019 | Revised Manuscript received on 04 December 2019 | Manuscript Published on 10 December 2019 | PP: 837-843 | Volume-8 Issue-3S2 October 2019 | Retrieval Number: C12501083219/2019©BEIESP | DOI: 10.35940/ijrte.C1250.1083S219
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The aim of this research was to investigate how to manage digital consumer relationships (i.e. Customer-centric model) on social media brand community and to influence three-dimensional brand loyalty (i.e. cognitive, affective, and behavioral loyalty). This study depicts how different factors and building blocks of these online brand communities interact and influence brand community participation, and brand loyalty. The results of this research indicated that all these four consumer relationships can enhance brand loyalty by improving brand community participation. The finding will help marketers and brands may make marketing plans to influence any kind of unsatisfactory situations. This study is one of the first to investigates how to manage consumer relationships on social media through brand community participation.
Keywords: Social Media. Brand Community, Brand Community Participation, Brand Loyalty, A Customer-Centric Model Of Brand Community.
Scope of the Article: Social Sciences