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Enhancing Consumers' Stickiness to Online Brand Communities as an Innovative Relationship Marketing Strategy

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  • Mei-hui Chen

    (Chia-Nan University of Pharmacy and Science, Tainan, Taiwan)

  • Kune-muh Tsai

    (National Kaohsiung University of Science and Technology, Kaohsiung, Taiwan)

  • Yi-An Ke

    (National Kaohsiung University of Science and Technology, Kaohsiung, Taiwan)

Abstract

With the popularity of social networking sites, enterprises start to establish their own brand communities to manage and maintain customer relationships. Consumer stickiness is regarded as one of the critical determinants for the success of a brand community. Enhancing consumers' stickiness to online communities can lead to repurchase behavior and positive word-of-mouth and thereby increase sales volume and customer recruitment. This study endeavors to explore the antecedents of consumers' stickiness to a SNS-based online brand community from the aspects of enterprises and consumers. Data were collected through online questionnaires conducted on Do-Survey website with a hyperlink posted on the PTT, the largest BBS website of Taiwan. After excluding non-usable data, the final sample size was 516. The results indicated that information quality, perceived value, and community identification have positive effects on consumers' stickiness to online brand communities. Moreover, stickiness to online brand communities has positive impacts on customer loyalty.

Suggested Citation

  • Mei-hui Chen & Kune-muh Tsai & Yi-An Ke, 2019. "Enhancing Consumers' Stickiness to Online Brand Communities as an Innovative Relationship Marketing Strategy," International Journal on Semantic Web and Information Systems (IJSWIS), IGI Global, vol. 15(3), pages 16-34, July.
    • Handle: RePEc:igg:jswis0:v:15:y:2019:i:3:p:16-34
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    Cited by:

    1. Qin Yang & Young-Chan Lee, 2022. "What Drives the Digital Customer Experience and Customer Loyalty in Mobile Short-Form Video Shopping? Evidence from Douyin (TikTok)," Sustainability, MDPI, vol. 14(17), pages 1-19, August.
    2. Xian Gao & Choy-Leong Yee & Wei-Chong Choo, 2022. "How Attachment and Community Identification Affect User Stickiness in Social Commerce: A Consumer Engagement Experience Perspective," Sustainability, MDPI, vol. 14(20), pages 1-16, October.
    3. Xiaogang Zhao & Hao Zhang & Hai Shen & Yadong Zhou, 2023. "Research on the positioning method of online community users from the perspective of precision marketing," Electronic Commerce Research, Springer, vol. 23(2), pages 1271-1296, June.

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