The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty

Authors:
Michel Laroche;Mohammad Reza Habibi;Marie-Odile Richard;Ramesh Sankaranarayanan
Affiliations:
Department of Marketing, John Molson School of Business, Concordia University, 1455 de Maisonneuve West, Montréal, Québec, Canada H3G 1M8;Department of Marketing, John Molson School of Business, Concordia University, 1455 de Maisonneuve West, Montréal, Québec, Canada H3G 1M8;Department of Marketing, John Molson School of Business, Concordia University, 1455 de Maisonneuve West, Montréal, Québec, Canada H3G 1M8;Department of Marketing, John Molson School of Business, Concordia University, 1455 de Maisonneuve West, Montréal, Québec, Canada H3G 1M8
Venue:
Computers in Human Behavior
Year:
2012

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Abstract

Social media based brand communities are communities initiated on the platform of social media. In this article, we explore whether brand communities based on social media (a special type of online brand communities) have positive effects on the main community elements and value creation practices in the communities as well as on brand trust and brand loyalty. A survey based empirical study with 441 respondents was conducted. The results of structural equation modeling show that brand communities established on social media have positive effects on community markers (i.e., shared consciousness, shared rituals and traditions, and obligations to society), which have positive effects on value creation practices (i.e., social networking, community engagement, impressions management, and brand use). Such communities could enhance brand loyalty through brand use and impression management practices. We show that brand trust has a full mediating role in converting value creation practices into brand loyalty. Implications for practice and future research opportunities are discussed.