Examining consumer-brand relationships on social media platforms

Abstract

Purpose The purpose of this paper is to examine how consumer-brand relationships affect brand loyalty and word of mouth when mediated by brand trust considering online brand communities on social media platforms. Design/methodology/approach A conceptual model is developed, depicting the impact of customer-brand relationships on brand loyalty and word of mouth via brand trust. The conceptual model is validated using partial least squares structural equation modeling and data for which are collected online through a structured questionnaire from a sample of 131 brand community members in North Capital Region of India. Findings Findings of the present study revealed that brand trust partially mediated between the involvement and commitment variables of customer-brand relationships, and brand loyalty and word of mouth. However, the link between satisfaction variable of customer-brand relationships, and brand loyalty and word of mouth via brand trust was found insignificant. Originality/value The present study provides novel insight to understand consumer-brand relationships on social media platforms.

The Role of Online Brand Community Engagement on the Consumer–Brand Relationship

“…In the online context, previous studies have identified the importance of brand trust as one of the most important direct conditions for loyalty [52,53]. Particularly in that context, where consumers are more uncertain in their interactions, trust in the brand becomes an essential concept for understanding long-term relations [78] and, therefore, loyalty [65,79] between the parties involved in the exchange processes. Consequently, the following hypothesis is proposed: Hypothesis 10 (H10).…”

Online relationship marketing: evolution and theoretical insights into online relationship marketing

“…Relationship marketing has been shown to generate strong customer relationships that enhance customer satisfaction, customer loyalty, and firm profits (Firdaus and Kanyan, 2014). It stresses the importance of continuous interactions between the seller and buyer in order to develop a long-term relationship (Jain, Kamboj, Kumar and Rahman, 2018;Palmatier, Dant, Grewal, and Evans, 2006). Additionally, the increasing interest in online shopping has prompted many companies to move into cyberspace (Jensen and Wagner, 2018;Thaichon, 2017).…”

Guest Editorial: Technologies and Relationship Marketing

“…Relationship marketing is a well-researched area in the domain of consumer research. It involves the development of strong relationships between exchange partners that enhance satisfaction, trust, value, commitment, and loyalty and ultimately improve profitability (Jain et al, 2018; Palmatier et al, 2006; Weaven et al, 2017). Although there is increasing research in consumer or business management acceptance of new technologies (Barnes & Cumby, 2002; Song et al, 2012), the impact of technologies on relationship marketing is often not adequately investigated, leading to overstated hypothetical predictions of its future potential (Bilgihan & Bujisic, 2015; Hart et al, 2000).…”