Investigating the Impact of Online Brand Communities on Online Customer Engagement and Brand Loyalty

Gupta, Rajeev; Kumar, Vikas; Kaushik, Arun Kumar; Gupta, Devashish Das; Sindhwani, Rahul

doi:10.1080/08911762.2023.2180789

Cited by 14 publications

(10 citation statements)

References 93 publications

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“…Females usually value relationships more than males and tend to use social media as interaction tools (Kim et al, 2010) and exhibit stronger interpersonal relationships such as information, feelings and experience sharing and communications (Chae et al, 2018). While gender effects have been examined in previous marketing research (Kamboj and Rahman, 2016), little is known regarding the existence of potential gender effects with respect to its relationship with consumer engagement, including in OBCs (Islam et al, 2019;Ladhari and Leclerc, 2013;Gupta et al, 2023):…”

Section: Gender As a Moderatormentioning

confidence: 99%

“…Hence, men have been found to undertake item-specific processing, and women to engage in relational processing (Putrevu, 2001). Therefore, gender affects customers' internet usage behaviours (Chae et al, 2018), OBC engagement behaviours (Gupta et al , 2023) and consumer brand behaviours (Islam et al , 2019), such as loyalty and word of mouth (Rialti et al , 2017).…”

Section: Gender As a Moderatormentioning

confidence: 99%

“…Engagement literature implicitly assumes that gender can moderate personal characteristics and consumer engagement (Islam and Rahman, 2017;Lim et al, 2021) in OBC (Gupta et al, 2023). Females usually value relationships more than males and tend to use social media as interaction tools (Kim et al, 2010) and exhibit stronger interpersonal relationships such as information, feelings and experience sharing and communications (Chae et al, 2018).…”

Section: Gender As a Moderatormentioning

confidence: 99%

“…Similarly, some scholars argue that in the online environment atmosphere, men and women behave differently in Web-based interactions (Lim et al , 2021). However, research on the role of gender in the marketing domain in an online environment is scarce (Gupta et al , 2023; Ladhari and Leclerc, 2013), and the findings are controversial (Islam and Rahman, 2017; Liu et al , 2017; Nadeem et al , 2015).…”

Section: Introductionmentioning

confidence: 99%

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Online brand community engagement and brand evangelism: the role of age, gender and membership number

Bhandari,

Bhattarai,

Mulholland

2024

JPBM

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Purpose This study aims to investigate the critical role of online brand community (OBC) engagement and brand evangelism: the role of age, gender and membership number. Design/methodology/approach To achieve the study’s objective, 303 active Facebook OBC users were surveyed. The AMOS structural equation modelling (SEM) is used to test the hypothesised model. Findings The results indicate that OBC engagement improves brand evangelism. Specifically, the results show that age, gender, and OBC membership number moderate the relationship between OBC engagement and brand evangelism. Interestingly, this study found that female, younger and low-OBC follower consumers more significantly contribute to nourishing brand evangelism than male, older and high-OBC follower counterparts. Originality/value OBC engagement is validated as a key brand evangelism driver, further substantiating its role as a crucial strategic metric. Moreover, age, gender and OBC membership number as moderating factors in the association between OBC engagement and brand evangelism (word of mouth referral, brand defence and future purchases) have been verified. Although the findings suggest that improved OBC engagement contributes to evangelism, this effect transpires more significantly among female, younger and low-OBC followers than male, older and high-OBC followers.

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Section: Gender As a Moderatormentioning

confidence: 99%

Section: Gender As a Moderatormentioning

confidence: 99%

Section: Gender As a Moderatormentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Online brand community engagement and brand evangelism: the role of age, gender and membership number

Bhandari,

Bhattarai,

Mulholland

2024

JPBM

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“…Additionally, Tata brands are often perceived as synonymous with trust, reliability, and social responsibility, contributing to high levels of perceived quality among consumers (Das, 2020). Furthermore, Tata Group has cultivated strong brand loyalty through its commitment to innovation, customer-centricity, and ethical business practices, fostering enduring relationships with its customer base (Gupta & Khan, 2016).…”

Section: Introductionmentioning

confidence: 99%

The Influence of Social Media Marketing on Brand Equity: Evidence from the Fast-Food Industry in Brazil

Pereira

2024

IJSMP

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Purpose: The aim of the study was to investigate the impact of digital marketing adoption on firm performance: a case study of small and medium enterprises in India. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study investigates how social media marketing impacts brand equity in Brazil's fast-food industry. It finds a positive link between effective social media strategies and key brand equity measures like awareness, perceived quality, and loyalty. Brands with robust social media presence tend to enjoy greater visibility and are seen as offering higher quality. Furthermore, these efforts cultivate stronger consumer connections, potentially offering a competitive advantage. Unique Contribution to Theory, Practice and Policy: Social identity theory, consumer engagement theory & gratifications theory may be used to anchor future studies on the impact of digital marketing adoption on firm performance: a case study of small and medium enterprises in India. Fast-food brands should prioritize measurement and evaluation of social media marketing efforts to assess their impact on brand equity. Government agencies and regulatory bodies in Brazil should collaborate with industry stakeholders to develop guidelines and best practices for social media marketing in the fast-food industry.

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Analysing the Impact of Online Journey Determinants on Customer Digital Engagement: An Empirical Study in Jordan

Alshurideh,

Shatnawi,

Al-Momani

et al. 2024

Studies in Systems, Decision and Control

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Investigating the Impact of Online Brand Communities on Online Customer Engagement and Brand Loyalty

Cited by 14 publications

References 93 publications

Online brand community engagement and brand evangelism: the role of age, gender and membership number

Online brand community engagement and brand evangelism: the role of age, gender and membership number

The Influence of Social Media Marketing on Brand Equity: Evidence from the Fast-Food Industry in Brazil

Analysing the Impact of Online Journey Determinants on Customer Digital Engagement: An Empirical Study in Jordan

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