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Effect of brand communities on consumer engagement and trust: Evidence from mobile phone brands’ Facebook pages in Burundi

Author

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  • Jeanine Niyonkomezi

    (Huazhong University of Science and Technology, PRC, China)

  • Juniter Kwamboka

    (Huazhong University of Science and Technology, PRC, China)

Abstract

The use of Facebook as a social media platform has been cited to revolutionize the performance of different brand and firms globally. The performance of the products and brands has been attributed to the creation of Facebook media brand communities, whose level of engagement influences consumer product outcomes. This study attempted to establish to what extend Facebook social media brand communities and brand engagement on brand trust. The study established that the three attributes of Facebook brand communities positively influenced consumer brand engagement (shared consciousness (β=1.52, p=0.001), shared rituals (β=1.44, p=0.001), obligations to society (β=2.11, p=0.001). The study further established that social media brand engagement positively influenced brand trust. The study recommends that firms should effectively increase their product and brand promotion and engagement through Facebook. Key Words: Facebook brand Communities, Brand engagement, brand trust.

Suggested Citation

  • Jeanine Niyonkomezi & Juniter Kwamboka, 2020. "Effect of brand communities on consumer engagement and trust: Evidence from mobile phone brands’ Facebook pages in Burundi," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 9(4), pages 244-252, July.
    • Handle: RePEc:rbs:ijbrss:v:9:y:2020:i:4:p:244-252
    DOI: 10.20525/ijrbs.v9i4.719
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    References listed on IDEAS

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