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Does Social Media Marketing and Brand Community Play the Role in Building a Sustainable Digital Business Strategy?

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  • Ching-Wei Ho

    (Department of Marketing, Feng Chia University, Taichung 40724, Taiwan)

  • Yu-Bing Wang

    (Department of Marketing, Feng Chia University, Taichung 40724, Taiwan)

Abstract

This study investigates the effects of customer relationships on a brand’s social network website (BSN) for virtual and physical retail channels in the digital business environment. The authors also further explore the sustainable customer relationships with virtual and physical retail channels (i.e., consumer–community identification, CCI; and consumer–retailer love, C-R Love) and customer attitudinal/behavioral loyalty toward a retailer (re-purchase and word of mouth, WOM). The authors develop a framework to describe and examine the connections among customer relationships for BSN, CCI, C-R Love, and user loyalty for a retailer. Furthermore, it tests the mediating effects of virtual (i.e., CCI) and physical (i.e., C-R Love) channels on the correlation between BSN relationships and customer loyalty. The model and hypotheses in this study employ structural equation modeling with survey data. The study shows that partial customer relationships in BSNs directly or indirectly influence CCI and C-R Love, and both CCI and C-R Love positively influence re-purchase intentions and WOM communications. This study contributes a unique model for a process by which the customer relationships in BSNs can affect a sustainable retail loyalty through the virtual/physical channels. This finding can be viewed as pioneering and as setting a benchmark for future research.

Suggested Citation

  • Ching-Wei Ho & Yu-Bing Wang, 2020. "Does Social Media Marketing and Brand Community Play the Role in Building a Sustainable Digital Business Strategy?," Sustainability, MDPI, vol. 12(16), pages 1-17, August.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:16:p:6417-:d:396800
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    2. Lianren Wu & Jinjie Li & Jiayin Qi & Deli Kong & Xu Li, 2021. "The Role of Opinion Leaders in the Sustainable Development of Corporate-Led Consumer Advice Networks: Evidence from a Chinese Travel Content Community," Sustainability, MDPI, vol. 13(19), pages 1-20, October.
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    4. Adamantia Pateli & Naoum Mylonas & Aggeliki Spyrou, 2020. "Organizational Adoption of Social Media in the Hospitality Industry: An Integrated Approach Based on DIT and TOE Frameworks," Sustainability, MDPI, vol. 12(17), pages 1-20, September.
    5. Carmen Adina Paștiu & Ionica Oncioiu & Daniel Adrian Gârdan & Silvia Ștefania Maican & Iuliana Petronela Gârdan & Andreea Cipriana Muntean, 2020. "The Perspective of E-Business Sustainability and Website Accessibility of Online Stores," Sustainability, MDPI, vol. 12(22), pages 1-16, November.
    6. Ardy Wibowo & Shih-Chih Chen & Uraiporn Wiangin & Yin Ma & Athapol Ruangkanjanases, 2020. "Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience," Sustainability, MDPI, vol. 13(1), pages 1-18, December.
    7. Dina Sadyk & Dewan Md Zahurul Islam, 2022. "Brand Equity and Usage Intention Powered by Value Co-Creation: A Case of Instagram in Kazakhstan," Sustainability, MDPI, vol. 14(1), pages 1-13, January.
    8. Sara Amabile & Francesca Conte & Agostino Vollero & Alfonso Siano, 2022. "Measuring and evaluating CSR information and involvement strategies on corporate Facebook pages," Italian Journal of Marketing, Springer, vol. 2022(3), pages 341-369, September.

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