Retaining consumer engagement in online retail brand communities

PurposeRestaurant table booking (RTB) mobile apps are transforming how consumers reserve tables in the restaurants of their choice. This study analyses how RTB mobile apps influence brand attachment (BA) and brand commitment (BC), highlighting the moderation effect of desire for uniqueness (DU) by integrating visual content theory and social exchange theory.Design/methodology/approachData [N = 414] were collected through the survey method from consumers having experience in using RTB mobile apps. The data were analysed through structural equation modelling using AMOS and SPSS PROCESS macro to examine moderated relationship.FindingsThe results confirm that content aesthetic quality, perceived technical interactivity and brand investments influence BA and BC in the RTB mobile app and also confirm the moderating role of the DU.Originality/valueThe present work is among the first to study the sources of BA in the RTB mobile app domain. Thus, it contributes to the literature on the restaurant industry to understand consumers' BA behaviour to achieve BC.

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The effects of online brand communities in enhancing sport team brand equity: role of brand attachment and consumer brand engagement

Ghorbanzadeh,

Rahehagh,

Sharbatiyan

2024

SBM

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PurposeOnline brand communities (OBCs) and their role in determining consumer behavior is gathering interest of theorists and practitioners. This study examines the role of OBCs in influencing the level of involvement leading to perceived sport team brand equity (STBE) of sports fans from a social exchange theory perspective. The role of self-congruity as a moderator is examined to determine the differences in the level of involvement and attachment of fans in OBCs.Design/methodology/approachBased on quantitative research and convenience sampling, data for the study were collected from 394 football fans who were existing members of OBCs. The research model is tested using partial least square structural equation modeling.FindingsThe results show a direct and significant impact of brand involvement on brand attachment. Consumer brand engagement (CBE) mediates the relationship between brand attachment and STBE. While self-congruence does moderate the effects between brand involvement and brand attachment.Originality/valueThe study reveals the role of community related factors on sports fans’ perceived STBE. The study also provided a novel approach to examine sport fan behavior in social media through the lens of social exchange theory. Finally, it is providing a novel approach in examining role of OBCs in influencing behavior of sports team fans towards the team and brand.

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Retaining consumer engagement in online retail brand communities

Cited by 3 publications

References 66 publications

Persuasive cues and reciprocal behaviors in influencer-follower relationships: The mediating role of influencer defense

Persuasive cues and reciprocal behaviors in influencer-follower relationships: The mediating role of influencer defense

Analysing brand attachment for restaurant table booking mobile application

The effects of online brand communities in enhancing sport team brand equity: role of brand attachment and consumer brand engagement

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