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The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community

Author

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  • Abdul Bashiru Jibril
  • Michael Adu Kwarteng
  • Miloslava Chovancova
  • Michal Pilik

Abstract

This paper aims at examining the mediating role of online based-brand community (OBBC) through social media platforms (SMP) given the interplay of consumers’ purchasing attitude in a virtual space. To do this, an online survey was used to gauge the views of online consumers so as to establish the relationship between social media usage and consumer-brand loyalty (CBL) via the online based-brand community. A total of 122 social media users affiliated to at least one online brand community took part in the survey. The findings generated through the partial least square and structural equation modelling (PLS-SEM) showed that OBBC on the social media platform positively initiates consumer-brand engagement and user-brand relationship. While SMP indirectly stimulates consumer-brand promise and trust (CBPT), towards CBL via OBBC. For the purpose of brand management and the firm’s profitability, this paper offered a conceptual model that depicts a connection between SMP and CBL. The managerial implication of this research was to help practitioners and industry players to harness the usefulness of social media platform in their quest to increase market share in the medium to long-term goals.

Suggested Citation

  • Abdul Bashiru Jibril & Michael Adu Kwarteng & Miloslava Chovancova & Michal Pilik, 2019. "The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community," Cogent Business & Management, Taylor & Francis Journals, vol. 6(1), pages 1673640-167, January.
    • Handle: RePEc:taf:oabmxx:v:6:y:2019:i:1:p:1673640
    DOI: 10.1080/23311975.2019.1673640
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    Cited by:

    1. Emmanuel Bruce & Zhao Shurong & Sulemana Bankuoru Egala & John Amoah & Du Ying & Huang Rui & Tai Lyu, 2022. "Social Media Usage and SME Firms’ Sustainability: An Introspective Analysis from Ghana," Sustainability, MDPI, vol. 14(15), pages 1-17, August.
    2. Attor Cleophas & Jibril Abdul Bashiru & Amoah John & Chovancova Miloslava, 2022. "Examining the influence of brand personality dimension on consumer buying decision: evidence from Ghana," Management & Marketing, Sciendo, vol. 17(2), pages 156-177, June.
    3. Mr. Shekou Ansumana Nuni & Mr. Ansumana Feika, 2022. "The Adoption of Social Media and Internet as a Tool for Improving SMEs Performance in Sierra Leone; A Case Study of SMEs in Freetown Central Business District (CBD)," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 6(12), pages 328-334, December.
    4. Alshawawreh, Ali Ra’Ed & Liébana-Cabanillas, Francisco & Blanco-Encomienda, Francisco Javier, 2024. "Impact of big data analytics on telecom companies' competitive advantage," Technology in Society, Elsevier, vol. 76(C).
    5. Cabeza-Ramírez, L. Javier & Sánchez-Cañizares, Sandra M. & Santos-Roldán, Luna M. & Fuentes-García, Fernando J., 2022. "Impact of the perceived risk in influencers' product recommendations on their followers' purchase attitudes and intention," Technological Forecasting and Social Change, Elsevier, vol. 184(C).
    6. Istrefi-Jahja, Arta & Zeqiri, Jusuf, 2021. "The Impact of Digital Marketing and Digital Transformation on Brand Promotion and Brand Positioning in Kosovo's Enterprises," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2021), Hybrid Conference, Zagreb, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Zagreb, Croatia, 9-10 September 2021, pages 244-255, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    7. Chandan A. Chavadi & Monika Sirothiya & Sindhu R. Menon & Vishwanatha M R, 2023. "Modelling the Effects of Social Media–based Brand Communities on Brand Trust, Brand Equity and Consumer Response," Vikalpa: The Journal for Decision Makers, , vol. 48(2), pages 114-141, June.
    8. Abdul Bashiru Jibril & Michael Adu Kwarteng & Michal Pilik & Elsamari Botha & Christian Nedu Osakwe, 2020. "Towards Understanding the Initial Adoption of Online Retail Stores in a Low Internet Penetration Context: An Exploratory Work in Ghana," Sustainability, MDPI, vol. 12(3), pages 1-19, January.
    9. Collins Amimo Lumumba & Dr. Fredric Aila, 2022. "Impact of Electronic Marketing (E-Marketing) on Customer Loyalty to Brand Choice Among Retail Supermarkets in Kisumu City, Kenya," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 6(11), pages 548-556, November.
    10. Nguyen, Binh Hai Thi & Nguyen, Luan Thanh, 2022. "Factors affecting consumers' intention to shop online on TikTok social network in Ho Chi Minh City," MPRA Paper 119044, University Library of Munich, Germany.

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