Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
권호 표지
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A Study on the Impact of the SNS-Based Virtual Brand Community Identity on Brand Loyalty

SNS에 기반한 가상 브랜드 커뮤니티의 아이덴티티가 브랜드 충성도에 미치는 영향

  • Received : 2015.11.14
  • Accepted : 2015.12.07
  • Published : 2015.12.31
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Abstract

Customers who show high level of brand loyalty are one of the most important corporate assets. Accordingly, customers' brand loyalty has been addressed as a critical issue for the business success. In today's business environment where business channels to customers have expanded and diversified continuously, especially the use of social network services (SNSs) have drawn a lot of attention as an effective channel to promote customers' brand loyalty. This study, thus, analyzes the impact of the virtual brand community identity on customers' brand loyalty, focusing on the role of the sense of communities as mediators. The analysis was conducted by using the data collected from 239 users of Chinese virtual brand communities. The results show that both virtual brand community identity and the sense of communities significantly influence on customers' brand loyalty. Furthermore, the results reveal that both of the community belongingness and community trust composing the sense of community partially mediate virtual brand community and brand loyalty as hypothesized. Based on the results, the strategic implications are suggested and discussed, focusing on improving the customers' brand loyalty in the context of SNSs. Our findings and discussions can help companies develop their customer strategies for utilizing the virtual communities to strengthen customers' brand loyalty.

Keywords

References

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