Investigating Brand loyalty through Customer Engagement in Online Brand Communities (A Case study of Instagram users)

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Ghasemian Sahebi Ali; MOSHABBAKI ASGHAR; KHODADAD HOSSEINI SEYED HAMID

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Paper Information

Journal: JOURNAL OF BRAND MANAGEMENT Year:2018 | Volume:5 | Issue:13 Page(s): 13-35

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Information Journal Paper

Title

Investigating Brand loyalty through Customer Engagement in Online Brand Communities (A Case study of Instagram users)

Author(s)

Ghasemian Sahebi Ali | MOSHABBAKI ASGHAR | KHODADAD HOSSEINI SEYED HAMID | Issue Writer Certificate

Keywords

Social Network

Brand Engagement

Online Brand Community

Brand Loyalty

Abstract

The purpose of this research is to investigate Brand Loyalty through Brand Engagement in online Social Networks. Hereon, customer relations with the brand and with the Social Network were examined as antecedents of Brand Engagement in cyberspace. We also examined the three dimensions (cognitive, emotional and behavioral) affinity of customers. Instagram users were considered as study population. The sample were students of Tarbiat Modarres University whom were active on Instagram and followed a brand and had purchases from it. The research is descriptive, and correlational in terms of purpose and data collection method, respectively. After studying the related literature, a researcher-made questionnaire was prepared and distributed in two forms (paper and electronic) among participants. Finally, 370 received responses were applicable for analysis. In order to analyze the data and test the hypotheses, SPSS and Smart PLS software, the structural equation method and confirmatory factor analysis have been used. The results on the customer-brand relationship with customer Brand Engagement hypothesis, showed that the more customers would be satisfied and identified with the brand, the more engaged with the brand in the Social Network. Also, the positive impact of customer relationship with the Social Network on the customers' engagement with the brand in Social Networks has been confirmed. Finally, the results showed that customers' engagement with brand in the online Social Network has a positive and direct effect on customers' Brand Loyalty.

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APA: Copy

Ghasemian Sahebi, Ali, MOSHABBAKI, ASGHAR, & KHODADAD HOSSEINI, SEYED HAMID. (2018). Investigating Brand loyalty through Customer Engagement in Online Brand Communities (A Case study of Instagram users). JOURNAL OF BRAND MANAGEMENT, 5(13 ), 13-35. SID. https://sid.ir/paper/368464/en

Vancouver: Copy

Ghasemian Sahebi Ali, MOSHABBAKI ASGHAR, KHODADAD HOSSEINI SEYED HAMID. Investigating Brand loyalty through Customer Engagement in Online Brand Communities (A Case study of Instagram users). JOURNAL OF BRAND MANAGEMENT[Internet]. 2018;5(13 ):13-35. Available from: https://sid.ir/paper/368464/en

IEEE: Copy

Ali Ghasemian Sahebi, ASGHAR MOSHABBAKI, and SEYED HAMID KHODADAD HOSSEINI, “Investigating Brand loyalty through Customer Engagement in Online Brand Communities (A Case study of Instagram users),” JOURNAL OF BRAND MANAGEMENT, vol. 5, no. 13 , pp. 13–35, 2018, [Online]. Available: https://sid.ir/paper/368464/en

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