The Links Between Social Motivational Engagements, Brand Community Commitment and Repurchase Intention Across Online Brand Communities

Abstract

The study focuses on the relationships between social motivational engagements, brand community commitment and repurchase intentions across marketer-generated and customer-generated online brand communities. The current study demonstrates that online brand community commitment mediates the effects of all the six motivational engagements (self-expression, connecting, helping, like-minded discussions, seeking assistance, and validation) on repurchase intention. The type of online brand community does not moderate any relationships between social motivational engagements and brand community commitment as expected. However, the current study demonstrates that the moderator affects the link between brand community commitment and repurchase intention indicating moderated mediation. In other words, the relationship between the two constructs becomes stronger in the marketer-generated online brand community. Consequently, the type of online brand community affects the links between the six social motivations and repurchase intention. Specifically, the effects of the six motivations on repurchase intention become stronger in the marketer-generated online community.

Determinants of consumer attitudes and re-purchase intentions toward direct-to-consumer (DTC) brands

“…Consumers who form a community and receive information, desire to continue these relationships and are likely to commit to the brand more (Jin et al 2010 ). Direct relationships between social media communications, whether they are firm-created or user-created messages, and brand attitude have been recognized in prior research (Časas et al 2016 ; Ho and Wang 2015 ). Additionally, consumers who participated in an online community have shown greater repurchase intentions for the brand (Schivinski and Dabrowski 2016 ).…”

The Relationship of Online Brand Community, Value Creation Practices, Brand Trust, and Brand Loyalty

“…This could be because members feel they have something in common, namely, using the same product brand. Other members must recognize these similarities so that attachment to the community arises and they feel part of the online brand community (Brodie et al, 2013;Časas et al, 2016;Kumar & Kumar, 2020;Niedermeier et al, 2018). These activities and interactions also encourage brand use (H1d supported).…”

“…The existence of an online brand community can also increase the creation of community engagement within the community. Brand communities are considered to provide benefits in the form of values that are useful to members personally so that members feel connected to the community and want to be involved in community engagement activities (Brodie et al, 2013;Časas et al, 2016;Kumar & Kumar, 2020;Niedermeier et al, 2018) An online brand community can also increase brand use within the community. The community is a discussion forum to increase product and brand knowledge (Ha, 2018d;Laroche et al, 2012;Schau et al, 2009).…”

“…These activities maintain Community members as heterogeneous (Schau et al, 2009). The opportunity for individuals to express themselves within the community motivates them to remain in the brand community (Baldus et al, 2015;Brodie et al, 2013;Časas et al, 2016;Kumar & Kumar, 2020). Community members who feel involved and bonded in the community will positively evaluate brands marketed (Martínez-López et al, 2017).…”