In today’ s competitive markets, companies are increasingly using Online Brand communities as marketing tools. In order to maintain loyal customers, companies are trying to co-create values between themselves and in particular their customers in these communities. The purpose of this survey is to explain the mediating role of Online Brand Community commitment in the relationship between Online Brand Community value co-creation and Brand loyalty. The statistical population consisted of Brand customers of social network members. Using simple random sampling technique, 392 people were selected. The electronic questionnaires were analyzed by AMOS and SPSS. The results showed that Online Brand Community value co-creation had a significant effect on Brand loyalty with a partial mediation of Online Brand Community commitment and 21. 1% of the total effect was explained by the mediating variable. Also, Online Brand Community commitment had a significant effect on Brand loyalty. However, the effects of the mediating variable on Brand commitment and Brand quality were not confirmed. In today’ s competitive markets, companies are increasingly using Online Brand communities as marketing tools. In order to maintain loyal customers, companies are trying to co-create values between themselves and in particular their customers in these communities. The purpose of this survey is to explain the mediating role of Online Brand Community commitment in the relationship between Online Brand Community value co-creation and Brand loyalty. The statistical population consisted of Brand customers of social network members. Using simple random sampling technique, 392 people were selected. The electronic questionnaires were analyzed by AMOS and SPSS. The results showed that Online Brand Community value co-creation had a significant effect on Brand loyalty with a partial mediation of Online Brand Community commitment and 21. 1% of the total effect was explained by the mediating variable. Also, Online Brand Community commitment had a significant effect on Brand loyalty. However, the effects of the mediating variable on Brand commitment and Brand quality were not confirmed.

An organization with robust Brand in virtual Community will be more successful in its marketing. One of the important aspects in each virtual Brand Community is active Community members’ participation. Due to the importance of members’ participation in Online Brand communities, this article investigates the antecedents and consequences of Online Brand Community participation. A sample of 578 Online form completed by Elite Brand Community members. This paper explains the casual relationships using Lisrel. According to the results, social benefits has positive relationship with Online Brand Community participation. Also this Online Brand Community participation results in consciousness of kind and shared rituals and traditions. Although perceived benefits and shared rituals and traditions has positive relationships with Brand loyalty, consciousness of kind has negative one with Brand loyalty. As an innovation this article proposed a new conceptual framework with variables which not considered in prior researches.

The joining of consumers to Online Brand Community provides the Brand managers with potential opportunities offered upon extensive interactions and establishing strong emotional relations between the firms and customers. A review of the studies performed so far show that the research on the importance of the joining of consumers to Online Brand Community, as a first step toward having them engaged with the Brand, is by far inadequate. Therefore, the aim of the present work is to fill in this research the gap and identify the factors hindering the virtual relationship between the firms and their customers. The required data was collected via a qualitative approach based on thematic analysis, purposive sampling, and interviews with 12 consumers of three internet service providers (Shatel, HiWeb, and Sabanet). The data was then, coded and analyzed, and the network of the extracted themes was developed. The main themes identified in this research included negative consumer’ s attitude toward the social networks, the product type, preference of the company’ s interests over the customer’ s interests, lack of the customer’ s awareness of the presence of the company on social networks, less than enough involvement of the consumer with the product, the consumer’ s dissatisfaction with the Brand, provision of alternative services, inappropriate image of the Online Brand Community, devaluation of the other members’ information, and failure to offer attractive financial incentives.

The purpose of this study is to design an antecedent and postmodern model of the Online Brand Community in order to promote Brand love. The present research has been done in a mixed (qualitative-quantitative) manner, the quantitative part of which is descriptive-survey in terms of data collection method. In the first (qualitative) part for conducting the field interview, the statistical population of the research, prominent professors in the field of business management specialized in the Online Brand Community and some managers of mobile phone agencies were targeted in the first and secondary phases, respectively. And snowball were selected for qualitative interviews on the subject of research (14 interviews and continued until theoretical saturation) and in the second part (quantitative) after collecting information from qualitative research, a questionnaire with 40 items in the form of three components. Online Brand Community backgrounds, Online Brand Community and Online Brand Community backgrounds were created and distributed among members of the sites and virtual networks of Apple products Online stores (384 people). The results showed that system quality, information quality, reward and Brand awareness are the main categories of Online Brand Community developments. Also, member interaction, content interaction and company interaction are the main categories of Online Brand Community and finally emotional consequences, cognitive consequences and Brand loyalty and love are the main categories of Online Brand Community aftermath. The results of structural equations confirmed the relationships in the research model.

The increasing development of advertising that is shared across a large number of users via social networks has provided new opportunities for Brands to better connect with their customers. Expanding customer relationships and interactions with the Brand has led him/her to become a member of the Brand Community and it playes a significant role in determining the customer's identity and his/her belonging and attachment to the Brand. Concerning the importance of the role of social networks advertising on effective customer relationship with the Brand, the purpose of the present study is to investigate the customer belonging to the Brand Community, with reflecting on Customer Brand Value Co-Creation precedents in Online Brand Communities that has been specifically explored among customers of Digi-Kala Online store Brand. The research is applied in terms of purpose and in terms of research methodology, it is quantitative. The method of data collection is descriptive – survey. The data has been collected during a period of five months from April to August of 9102. The statistical population of the study consists of 952 customers who have purchased from Digi-Kala social media websites. They were selected using Cochran Unlimited Community sampling formula and convenient sampling method. Data analysis was done by structural equation modelling using partial least squares method and Smart PLS3 software. The results show that the value of social networks advertising has a positive and significant effect on social support and Brand relationship quality. Also, the moderator variable "the motivation of participating in social networks" moderates the effect of social networkes advertising value on two variables above. The variables of social support and Brand communication quality have a significant effect on Brand value co-creation and Brand value co-creation has a significant and positive effect on customer belonging to the Brand Community.

In this study, considering the moderating role of gender, we have investigated the influence of Online Brand Community (OBC) characteristics on customer’ s engagement and Brand loyalty. In this way, the mediating effect of engagement and the subsequent effect of customer’ s engagement on Brand loyalty have also been studied. Statistical population of this research is all people who are at least the members of one of the Online Brand communities. 256 samples were selected and questionnaires were forwarded to them electronically through social networks and analyzed using SPSS and AMOS software. The results show that two characteristics of OBC, “ information quality” and “ virtual interaction” , have no effect on the customer’ s engagement and on the other hand, customer engagement shows a positive and significant impact on Brand loyalty. In analyzing the results of mediating and moderating variables, we found that OBC is influenced by Brand loyalty through customer’ s engagement. It was also concluded that gender does not modify the effect of information quality and virtual interaction on customer’ s engagement.

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.