Three-dimensional brand loyalty and virtual customer relationships on social media-based brand community

Abstract

The aim of this research was to investigate how to manage digital consumer relationships (i.e. Customer-centric model) on social media brand community and to influence three-dimensional brand loyalty (i.e. cognitive, affective, and behavioral loyalty). This study depicts how different factors and building blocks of these online brand communities interact and influence brand community participation, and brand loyalty. The results of this research indicated that all these four consumer relationships can enhance brand loyalty by improving brand community participation. The finding will help marketers and brands may make marketing plans to influence any kind of unsatisfactory situations. This study is one of the first to investigates how to manage consumer relationships on social media through brand community participation.