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Siavooshi, Malihe, Darushi, Azita. (1402). Examination of the Impact of Brand Communities on Social Networks on Brand-Customer Interactions and Brand Loyalty (Case Study: Leather Brand Dorsa on Instagram). پژوهشنامه مدیریت اجرایی, 4(1), 24-35. doi: 10.22080/jimm.2023.4906
Malihe Siavooshi; Azita Darushi. "Examination of the Impact of Brand Communities on Social Networks on Brand-Customer Interactions and Brand Loyalty (Case Study: Leather Brand Dorsa on Instagram)". پژوهشنامه مدیریت اجرایی, 4, 1, 1402, 24-35. doi: 10.22080/jimm.2023.4906
Siavooshi, Malihe, Darushi, Azita. (1402). 'Examination of the Impact of Brand Communities on Social Networks on Brand-Customer Interactions and Brand Loyalty (Case Study: Leather Brand Dorsa on Instagram)', پژوهشنامه مدیریت اجرایی, 4(1), pp. 24-35. doi: 10.22080/jimm.2023.4906
Siavooshi, Malihe, Darushi, Azita. Examination of the Impact of Brand Communities on Social Networks on Brand-Customer Interactions and Brand Loyalty (Case Study: Leather Brand Dorsa on Instagram). پژوهشنامه مدیریت اجرایی, 1402; 4(1): 24-35. doi: 10.22080/jimm.2023.4906

Examination of the Impact of Brand Communities on Social Networks on Brand-Customer Interactions and Brand Loyalty (Case Study: Leather Brand Dorsa on Instagram)

Journal of International Marketing Modeling
دوره 4، شماره 1، شهریور 2023، صفحه 24-35    اصل مقاله (676.67 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22080/jimm.2023.4906
نویسندگان
Malihe Siavooshi* 1؛ Azita Darushi* 2
1Assistant Professor, Department of Business Management, University of Hormozgan, Bandar Abbas, Hormozgan, Iran
2MSc, Department of Business Management, University of Hormozgan, Bandar Abbas, Hormozgan, Iran
تاریخ دریافت: 30 خرداد 1403،  تاریخ پذیرش: 30 خرداد 1403 
چکیده
The widespread presence of consumers in social networks, on the one hand, and the desire and obligation of companies to create and maintain their customers, on the other hand, have led companies to use social networks as a platform to create a brand community. Virtual brand communities have the same features as real brand communities. The current research has investigated the impact of brand community commonalities (consciousness of kind, shared rituals and traditions, and moral responsibility) on customer engagement with the brand and brand loyalty. The research data were collected using the distribution and collection of 384 online questionnaires among the followers of Dorsa leather brand page on Instagram. The result of data analysis using structural equation modeling with use of LISREL software showed that the brand community commonalities have positive effect on customer-brand engagement. Also, the results showed that the brand community commonalities, and customer-brand engagement have positive effect on brand loyalty. Among the brand community commonalities, the shared rituals and traditions have the greatest impact on customer-brand engagement. Research findings can be used by companies to manage their brand in cyberspace.
کلیدواژه‌ها
Brand Communities؛ brand community commonalities؛ customer-brand engagement؛ brand loyalty
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