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The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community

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dc.title The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community en
dc.contributor.author Jibril, Abdul Bashiru
dc.contributor.author Kwarteng, Michael Adu
dc.contributor.author Chovancová, Miloslava
dc.contributor.author Pilík, Michal
dc.relation.ispartof Cogent Business and Management
dc.identifier.issn 2331-1975 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2019
utb.relation.volume 6
utb.relation.issue 1
dc.type article
dc.language.iso en
dc.publisher Cogent OA
dc.identifier.doi 10.1080/23311975.2019.1673640
dc.relation.uri https://www.cogentoa.com/article/10.1080/23311975.2019.1673640
dc.subject social media en
dc.subject online based-brand community en
dc.subject consumer-brand promise en
dc.subject consumer-brand engagement 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 (SMP) given the interplay of consumers’ purchasing attitude in a virtual space. To do this, an online survey was used to gauge the views of online consumers so as to establish the relationship between social media usage and consumer-brand loyalty (CBL) via the online based-brand community. A total of 122 social media users affiliated to at least one online brand community took part in the survey. The findings generated through the partial least square and structural equation modelling (PLS-SEM) showed that OBBC on the social media platform positively initiates consumer-brand engagement and user-brand relationship. While SMP indirectly stimulates consumer-brand promise and trust (CBPT), towards CBL via OBBC. For the purpose of brand management and the firm’s profitability, this paper offered a conceptual model that depicts a connection between SMP and CBL. 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. © 2019, © 2019 The Author(s). This open access article is distributed under a Creative Commons Attribution (CC-BY) 4.0 license. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1009237
utb.identifier.obdid 43880007
utb.identifier.scopus 2-s2.0-85073524236
utb.identifier.wok 000496793800001
utb.source j-scopus
dc.date.accessioned 2019-11-20T10:30:32Z
dc.date.available 2019-11-20T10:30:32Z
dc.description.sponsorship Tomas Bata University in Zlin [IGA/FaME/2019/008]; Tomas Bata University in Zlin [project NPU I] [MSMT-7778/2018 RVO -]
dc.rights Attribution 4.0 International
dc.rights.uri http://creativecommons.org/licenses/by/4.0/
dc.rights.access openAccess
utb.contributor.internalauthor Jibril, Abdul Bashiru
utb.contributor.internalauthor Kwarteng, Michael Adu
utb.contributor.internalauthor Chovancová, Miloslava
utb.contributor.internalauthor Pilík, Michal
utb.fulltext.sponsorship This work was supported by the Tomas Bata University in Zlin [IGA/FaME/2019/008];Tomas Bata University in Zlin [project NPU I no. MSMT-7778/2018 RVO -].
utb.wos.affiliation [Jibril, Abdul Bashiru; Kwarteng, Michael Adu; Chovancova, Miloslava; Pilik, Michal] Tomas Bata Univ Zlin, Fac Management & Econ, Dept Management & Mkt, Mostni 5139, Zlin 76001, Czech Republic
utb.scopus.affiliation Department of Management and Marketing, Faculty of Management and Economics, Tomas Bata University in Zlin, Mostni 5139, Zlin, 760 01, Czech Republic
utb.fulltext.projects IGA/FaME/2019/008
utb.fulltext.projects MSMT-7778/2018 RVO
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Attribution 4.0 International Except where otherwise noted, this item's license is described as Attribution 4.0 International