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The influence of customer interaction in virtual brand community on brand loyalty

Purpose - The main purpose of this study is to determine the relationship among the customer interaction and brand loyalty of virtual brand communities through the uses and gratification theory (UGT), this research mainly answer some research questions, a) the level of customer interaction in virtua...

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Main Authors: Adzharuddin, Nor Azura, Xiaomeng, Li
Format: Article
Published: Human Resource Management Academic Research Society 2023
Online Access:http://psasir.upm.edu.my/id/eprint/108765/
https://hrmars.com/index.php/IJARBSS/article/view/19072/The-Influence-of-Customer-Interaction-in-Virtual-Brand-Community-on-Brand-Loyalty
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spelling my.upm.eprints.1087652024-09-26T07:05:57Z http://psasir.upm.edu.my/id/eprint/108765/ The influence of customer interaction in virtual brand community on brand loyalty Adzharuddin, Nor Azura Xiaomeng, Li Purpose - The main purpose of this study is to determine the relationship among the customer interaction and brand loyalty of virtual brand communities through the uses and gratification theory (UGT), this research mainly answer some research questions, a) the level of customer interaction in virtual brand community; b) the level of brand loyalty in virtual brand community; c) the relationship between the customer interaction and brand loyalty in virtual brand community. Design/methodology - This study chooses several different virtual brand communities established on different social platforms as the research objects, and studies their customer interaction and brand loyalty. Findings - This study divides the interaction into three dimensions: product information interaction, interpersonal emotional interaction and self-identity interaction, chooses virtual brand member interaction as independent variables, and constructs a theoretical model of brand member interaction based on the use satisfaction theory (UGT) and social identity theory. Practice implication - Brand community managers can draw on the results of this study and formulate corresponding strategies to improve customer loyalty to the brand. Human Resource Management Academic Research Society 2023-12-13 Article PeerReviewed Adzharuddin, Nor Azura and Xiaomeng, Li (2023) The influence of customer interaction in virtual brand community on brand loyalty. International Journal of Academic Research in Business and Social Sciences, 13 (12). pp. 1270-1286. ISSN 2222-6990 https://hrmars.com/index.php/IJARBSS/article/view/19072/The-Influence-of-Customer-Interaction-in-Virtual-Brand-Community-on-Brand-Loyalty 10.6007/IJARBSS/v13-i12/19072
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
description Purpose - The main purpose of this study is to determine the relationship among the customer interaction and brand loyalty of virtual brand communities through the uses and gratification theory (UGT), this research mainly answer some research questions, a) the level of customer interaction in virtual brand community; b) the level of brand loyalty in virtual brand community; c) the relationship between the customer interaction and brand loyalty in virtual brand community. Design/methodology - This study chooses several different virtual brand communities established on different social platforms as the research objects, and studies their customer interaction and brand loyalty. Findings - This study divides the interaction into three dimensions: product information interaction, interpersonal emotional interaction and self-identity interaction, chooses virtual brand member interaction as independent variables, and constructs a theoretical model of brand member interaction based on the use satisfaction theory (UGT) and social identity theory. Practice implication - Brand community managers can draw on the results of this study and formulate corresponding strategies to improve customer loyalty to the brand.
format Article
author Adzharuddin, Nor Azura
Xiaomeng, Li
spellingShingle Adzharuddin, Nor Azura
Xiaomeng, Li
The influence of customer interaction in virtual brand community on brand loyalty
author_facet Adzharuddin, Nor Azura
Xiaomeng, Li
author_sort Adzharuddin, Nor Azura
title The influence of customer interaction in virtual brand community on brand loyalty
title_short The influence of customer interaction in virtual brand community on brand loyalty
title_full The influence of customer interaction in virtual brand community on brand loyalty
title_fullStr The influence of customer interaction in virtual brand community on brand loyalty
title_full_unstemmed The influence of customer interaction in virtual brand community on brand loyalty
title_sort influence of customer interaction in virtual brand community on brand loyalty
publisher Human Resource Management Academic Research Society
publishDate 2023
url http://psasir.upm.edu.my/id/eprint/108765/
https://hrmars.com/index.php/IJARBSS/article/view/19072/The-Influence-of-Customer-Interaction-in-Virtual-Brand-Community-on-Brand-Loyalty
_version_ 1811686026195763200
score 13.211869

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