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The role of the social media brand community on consumers' purchasing attitude

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dc.title The role of the social media brand community on consumers' purchasing attitude en
dc.contributor.author Jibril, Abdul Bashiru
dc.contributor.author Kwarteng, Michael Adu
dc.contributor.author Chovancová, Miloslava
dc.contributor.author Vykydalová, Nikola
dc.relation.ispartof Proceedings of the 6th European Conference on Social Media, ECSM 2019
dc.identifier.issn 2055-7213 Scopus Sources, Sherpa/RoMEO, JCR
dc.identifier.isbn 9781912764228
dc.date.issued 2019
dc.citation.spage 135
dc.citation.epage 144
dc.event.title 6th European Conference on Social Media, ECSM 2019
dc.event.location Brighton
utb.event.state-en United Kingdom
utb.event.state-cs Velká Británie
dc.event.sdate 2019-06-13
dc.event.edate 2019-06-14
dc.type conferenceObject
dc.language.iso en
dc.publisher Academic Conferences and Publishing International (ACPI)
dc.subject social media en
dc.subject online based-brand community en
dc.subject user-brand interaction en
dc.subject purchasing attitude en
dc.subject brand loyalty en
dc.description.abstract This paper aims at examining the mediating role of online based-brand community (OBBC) through social media platforms given the interplay of consumers' purchasing attitude in a target market. To do this, a structured questionnaire and online survey were employed to solicit opinions of consumers so as to establish their brand experience in virtual space and purchasing attitude on social media platform. In other to ascertain an empirical evidence, a convenience sampling technique was used to select 89 students (online community members) from Tomas Bata University in Zlin, Czech Republic for the study. Findings emanated from the nonparametric test showed that, OBBC on the social media platform influence positively on consumer-brand engagement, user-brand relationship, consumer-brand trust, and consumer-brand loyalty which thereby translates positively into consumer's purchasing attitude and intention. For the purpose of brand management and firm's profitability, the paper offered a conceptual model that convert online based-brand community into consumer-brand outcome (purchasing attitude). The managerial implication of this research was to help practitioners and industry players to harness the usefulness of social media platform in their quest to increase market share in the medium to long-term goals. Though this pilot study adds to scanty research in the social media marketing sphere. Future research direction should focus on generalizing the scope of the study because of number of social media users worldwide. © The Authors, 2019. All Rights Reserved. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1009018
utb.identifier.obdid 43880557
utb.identifier.scopus 2-s2.0-85069971135
utb.identifier.wok 000555914800019
utb.source d-scopus
dc.date.accessioned 2019-08-16T09:30:16Z
dc.date.available 2019-08-16T09:30:16Z
dc.description.sponsorship Internal Grant Agency of FaME through TBU in Zlin [IGA/FaME/2019/008]
utb.ou Department of Management and Marketing
utb.contributor.internalauthor Jibril, Abdul Bashiru
utb.contributor.internalauthor Kwarteng, Michael Adu
utb.contributor.internalauthor Chovancová, Miloslava
utb.contributor.internalauthor Vykydalová, Nikola
utb.wos.affiliation [Jibril, Abdul Bashiru; Kwarteng, Michael Adu; Chovancova, Miloslava; Vykydalova, Nikola] Tomas Bata Univ, Fac Management & Econ, Dept Management & Mkt, Zlin, Czech Republic
utb.scopus.affiliation Department of Management and Marketing, Faculty of Management and Economics, Tomas Bata University, Czech Republic
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