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The relationships among community experience, community commitment, brand attitude, and purchase intention in social media

Author

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  • Wang, Xiao-Wu
  • Cao, Yu-Mei
  • Park, Cheol

Abstract

The brand community built by social networking sites (SNSs) promotes efficiency in modern marketing. However, building consumer-brand relationships through an SNS brand community to improve marketing performance has always presented a challenge. Thus, this study aims to identify and test the main factors related to SNS brand communities that can predict purchase intention. The conceptual model includes community experience, community commitment, brand attitude, and purchase intention. The results of the structural equation modeling (SEM) using a sample of 278 Korean consumers reveals that in addition to information experience, other experiences (entertainment, homophily, and relationship-based) have a positive influence on community commitment. Relationship-based experience as constructed in this study has the largest impact on community commitment. SNS brand community commitment has a positive influence on brand attitude. However, SNS brand community commitment has no significant impact on purchase intention. Finally, the results show that SNS brand community commitment has a partial mediation effect on the relationship between SNS brand community experience and brand attitude. This study suggests that companies should strategically manage consumers’ SNS brand community experiences and commitment. Other theoretical implications and managerial implications are also discussed.

Suggested Citation

  • Wang, Xiao-Wu & Cao, Yu-Mei & Park, Cheol, 2019. "The relationships among community experience, community commitment, brand attitude, and purchase intention in social media," International Journal of Information Management, Elsevier, vol. 49(C), pages 475-488.
    • Handle: RePEc:eee:ininma:v:49:y:2019:i:c:p:475-488
    DOI: 10.1016/j.ijinfomgt.2019.07.018
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    Cited by:

    1. Kuen-Cheng Lee & I-Hsiung Chang & Tsung-Jen Wu & Ru-Si Chen, 2022. "The Moderating Role of Perceived Interactivity in the Relationship Between Online Customer Experience and Behavioral Intentions to Use Parenting Apps for Taiwanese Preschool Parents," SAGE Open, , vol. 12(1), pages 21582440221, March.
    2. Blanca I. Hernández-Ortega & Michael A. Stanko & Rishika Rishika & Francisco-Jose Molina-Castillo & José Franco, 2022. "Brand-generated social media content and its differential impact on loyalty program members," Journal of the Academy of Marketing Science, Springer, vol. 50(5), pages 1071-1090, September.
    3. Cristina Radu & Mihaela Constantinescu & Alexandru Ion Olteanu, 2023. "Using the Right Content on Social Media to Enhance Consumer Engagement," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 26-38, April.
    4. Zhimin Zhou & Yucheng Wang & Yaqin Zheng & Shixiong Liu, 2023. "Effects of brand community social responsibility: roles of collective self-esteem and altruism," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 347-366, July.
    5. Laradi, Sofiane & Alrawad, Mahmaod & Lutfi, Abdalwali & Agag, Gomaa, 2024. "Understanding factors affecting social commerce purchase behavior: A longitudinal perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    6. Faith TINONETSANA & Steve Kayambazinthu MSOSA, 2023. "Shifts In Consumer Behavioural Trends During And Post The Covid-19 Pandemic: An Analysis Using The Theory Of Reasoned Action," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 13(4), pages 47-60, December.
    7. Liao, Junyun & Pang, Jiecong & Dong, Xuebing, 2023. "More gain, more give? The impact of brand community value on users’ value co-creation," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    8. Nazir, Sajjad & Khadim, Sahar & Ali Asadullah, Muhammad & Syed, Nausheen, 2023. "Exploring the influence of artificial intelligence technology on consumer repurchase intention: The mediation and moderation approach," Technology in Society, Elsevier, vol. 72(C).
    9. Yi-Wen Chen, 2020. "Sustainable Value Co-Creation in the Virtual Community: How Diversified Co-Creation Experience Affects Co-Creation Intention," IJERPH, MDPI, vol. 17(22), pages 1-14, November.
    10. Erna Grcic-Residovic & Ensar Mekic, 2022. "The Influence Of Instagram Likes On Consumer Attitude And Purchase Intention Of E-Commerce Users In Bosnia And Herzegovina," Economic Review: Journal of Economics and Business, University of Tuzla, Faculty of Economics, vol. 20(1), pages 3-16, May.
    11. Takumi Kato, 2023. "Paralysis by Inertia “Like†Habit in Social Networking Services: Tendency to Answer Loyalty Questions in Marketing Surveys," SAGE Open, , vol. 13(2), pages 21582440231, May.

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