How Do Brand Community Integration and UTAUT2 Influence On-line Brand Loyalty?
Journal Title: Saudi Journal of Business and Management Studies - Year 2018, Vol 3, Issue 5
Abstract
Abstract:With drastic advances in information technology, many new social media platforms have been created, such as Facebook and LINE. As firms search for competitive advantages in using these platforms to consolidate old consumers and attract new customers, this research examines two major characteristics of brand community: Brand Community Integration & Consumer Acceptance and Use of Information Technology. We observe how Brand Community Characteristics influence Brand Loyalty and test the mediating effect of Brand Community Identity. An empirical survey investigates the LINE community and shows that Brand Community Characteristics and Brand Community Identity both significantly increase Brand Loyalty and that Brand Community Identity has a mediating effect between Brand Community Characteristics and Brand Loyalty. Results herein suggest that enterprises should obtain members’ identity in the community first before building up their Brand Loyalty. Keywords: LINE, Brand Community Integration, UTAUT2 , Brand Community Identity, Brand Loyalty.
Authors and Affiliations
Chiun-Sin Lin, Hsin-Yi Lin
Keywords
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