THE INFLUENCE OF SOCIAL MEDIA ON BRAND COMMITMENT AND BRAND LOYALTY

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ABDOLVAND MOHAMMAD ALI; HONARI SHARIF ELHAM

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Journal: JOURNAL OF DEVELOPMENT & EVOLUTION MANAGEMENT Year:2016 | Volume:- | Issue:24 Page(s): 69-80

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Information Journal Paper

Title

THE INFLUENCE OF SOCIAL MEDIA ON BRAND COMMITMENT AND BRAND LOYALTY

Author(s)

ABDOLVAND MOHAMMAD ALI | HONARI SHARIF ELHAM | Issue Writer Certificate

Keywords

SOCIAL MEDIAQ1

CUSTOMER CENTRIC MODEL OF BRAND COMMUNITYQ1

BRAND TRUSTQ1

BRAND COMMITMENTQ1

BRAND LOYALTYQ2

Abstract

Purpose: Taking the perspective of the brand community building plus the BRAND TRUST, BRAND COMMITMENT and loyalty literatures, our goal is to show how brand communities based on SOCIAL MEDIA influence elements of the customer centric model (i. e., the relationships among focal customer and brand, product, company, and other customers), BRAND TRUST, BRAND COMMITMENT and BRAND LOYALTY among Novin- leather customers.Methodology- A survey was conducted based on empirical study with 334 respondents among Novin-leather customers from their platforms (http: //www.novinleather.com/) In the spring of 1393.Findings: We find that BRAND TRUST has a fully mediating role in converting the effects of enhanced relationships in brand community to BRAND LOYALTY and BRAND COMMITMENT in SOCIAL MEDIA.Originality/ Value- On the base of CUSTOMER CENTRIC MODEL OF BRAND COMMUNITY we show how this brand community could affect brand elements and loyalty and commitment in SOCIAL MEDIA and we explain the effects of centric model’s elements on trust, commitment and loyalty.

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APA: Copy

ABDOLVAND, MOHAMMAD ALI, & HONARI SHARIF, ELHAM. (2016). THE INFLUENCE OF SOCIAL MEDIA ON BRAND COMMITMENT AND BRAND LOYALTY. JOURNAL OF DEVELOPMENT & EVOLUTION MANAGEMENT, -(24), 69-80. SID. https://sid.ir/paper/205904/en

Vancouver: Copy

ABDOLVAND MOHAMMAD ALI, HONARI SHARIF ELHAM. THE INFLUENCE OF SOCIAL MEDIA ON BRAND COMMITMENT AND BRAND LOYALTY. JOURNAL OF DEVELOPMENT & EVOLUTION MANAGEMENT[Internet]. 2016;-(24):69-80. Available from: https://sid.ir/paper/205904/en

IEEE: Copy

MOHAMMAD ALI ABDOLVAND, and ELHAM HONARI SHARIF, “THE INFLUENCE OF SOCIAL MEDIA ON BRAND COMMITMENT AND BRAND LOYALTY,” JOURNAL OF DEVELOPMENT & EVOLUTION MANAGEMENT, vol. -, no. 24, pp. 69–80, 2016, [Online]. Available: https://sid.ir/paper/205904/en

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