IDEAS home Printed from https://ideas.repec.org/a/taf/tbitxx/v41y2022i6p1270-1285.html
   My bibliography  Save this article

Can social media-based brand communities build brand relationships? Examining the effect of community engagement on brand love

Author

Listed:
  • Crystal T. Lee
  • Sara H. Hsieh

Abstract

The rise of social media has dramatically changed relationship building between brands and fans. Social media-based brand communities are widely embraced by firms who use them to create consumer engagement and facilitate stronger consumer-brand relationships. Despite the importance of consumer engagement, our understanding of what drives community engagement and how individuals' love for a brand can be facilitated through SMBBCs remains limited. Based on social identity theory and social capital theory, this study explores the aforementioned gap by proposing an integrated conceptual model that encompasses the individual and group-level factors contributing to the establishment of community engagement, which in turn facilitates an individual's love for a brand and ultimately leads to positive behaviours towards the brand. We conducted a survey and found that community engagement, which is driven by brand identification and social capital (relational, structural, and cognitive capital), is a key determinant facilitating an individual's love for a brand. This love subsequently affects the individual's inclination to engage in brand-related information-sharing behaviours. The results of this research can guide practitioners in designing a SMBBCs by using relationship-building activities.

Suggested Citation

  • Crystal T. Lee & Sara H. Hsieh, 2022. "Can social media-based brand communities build brand relationships? Examining the effect of community engagement on brand love," Behaviour and Information Technology, Taylor & Francis Journals, vol. 41(6), pages 1270-1285, April.
    • Handle: RePEc:taf:tbitxx:v:41:y:2022:i:6:p:1270-1285
    DOI: 10.1080/0144929X.2021.1872704
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/0144929X.2021.1872704
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/0144929X.2021.1872704?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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).
    2. Faheem Ahmad Khan & Arslan Ahmad Siddiqi & Muhammad Umer Quddoos & Mazhar Iqbal & Muhammad Adeel, 2023. "Social Media Advertising and Brand Image: Unraveling the Mystery Box," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 12(4), pages 399-408.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:tbitxx:v:41:y:2022:i:6:p:1270-1285. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/tbit .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.