Fostering Consumer–Brand Relationships through social media brand communities

Detalhes bibliográficos
Autor(a) principal: Santos, Zélia Raposo
Data de Publicação: 2022
Outros Autores: Coelho, Pedro Simões, Rita, Paulo
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/130751
Resumo: Santos, Z. R., Coelho, P. S., & Rita, P. (2022). Fostering Consumer–Brand Relationships through social media brand communities. Journal of Marketing Communications, 28(7), 768-798. https://doi.org/10.1080/13527266.2021.1950199
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spelling Fostering Consumer–Brand Relationships through social media brand communitiesbrand identitybrand loyaltybrand trustConsumer engagementconsumer-brand identificationsocial mediaBusiness and International ManagementMarketingSantos, Z. R., Coelho, P. S., & Rita, P. (2022). Fostering Consumer–Brand Relationships through social media brand communities. Journal of Marketing Communications, 28(7), 768-798. https://doi.org/10.1080/13527266.2021.1950199Consumer-brand identification and consumer engagement in social media brand communities (SMBC) are two of the concepts most highlighted in recent studies, as brand benefit facilitators. This study addresses the importance of these two concepts and their interaction effect on brand loyalty in the fast-moving consumer goods (FMCG) category. The results of the quantitative study show that in FMCG, consumer engagement in SMBC is driven by information searching, brand passion, feelings of community connection, and self-expression in the community. Consumer engagement and consumer-brand identification have positive impacts on brand trust and loyalty. The moderating effect of consumer–brand identification on the relationship between consumer engagement in SMBC and brand loyalty is negative, revealing that consumer engagement in social media brand communities has a stronger impact on brand loyalty when consumer-brand identification is low. This study showed the role of SMBC as a powerful communication medium, where brands and consumers can meet, and reach a mutual understanding of common needs and aspirations.NOVA Information Management School (NOVA IMS)Information Management Research Center (MagIC) - NOVA Information Management SchoolRUNSantos, Zélia RaposoCoelho, Pedro SimõesRita, Paulo2023-03-12T01:32:31Z2022-10-032022-10-03T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article31application/pdfhttp://hdl.handle.net/10362/130751eng1352-7266PURE: 33396485https://doi.org/10.1080/13527266.2021.1950199info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-10T16:04:18ZPortal AgregadorONG
dc.title.none.fl_str_mv Fostering Consumer–Brand Relationships through social media brand communities
title Fostering Consumer–Brand Relationships through social media brand communities
spellingShingle Fostering Consumer–Brand Relationships through social media brand communities
Santos, Zélia Raposo
brand identity
brand loyalty
brand trust
Consumer engagement
consumer-brand identification
social media
Business and International Management
Marketing
title_short Fostering Consumer–Brand Relationships through social media brand communities
title_full Fostering Consumer–Brand Relationships through social media brand communities
title_fullStr Fostering Consumer–Brand Relationships through social media brand communities
title_full_unstemmed Fostering Consumer–Brand Relationships through social media brand communities
title_sort Fostering Consumer–Brand Relationships through social media brand communities
author Santos, Zélia Raposo
author_facet Santos, Zélia Raposo
Coelho, Pedro Simões
Rita, Paulo
author_role author
author2 Coelho, Pedro Simões
Rita, Paulo
author2_role author
author
dc.contributor.none.fl_str_mv NOVA Information Management School (NOVA IMS)
Information Management Research Center (MagIC) - NOVA Information Management School
RUN
dc.contributor.author.fl_str_mv Santos, Zélia Raposo
Coelho, Pedro Simões
Rita, Paulo
dc.subject.por.fl_str_mv brand identity
brand loyalty
brand trust
Consumer engagement
consumer-brand identification
social media
Business and International Management
Marketing
topic brand identity
brand loyalty
brand trust
Consumer engagement
consumer-brand identification
social media
Business and International Management
Marketing
description Santos, Z. R., Coelho, P. S., & Rita, P. (2022). Fostering Consumer–Brand Relationships through social media brand communities. Journal of Marketing Communications, 28(7), 768-798. https://doi.org/10.1080/13527266.2021.1950199
publishDate 2022
dc.date.none.fl_str_mv 2022-10-03
2022-10-03T00:00:00Z
2023-03-12T01:32:31Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/130751
url http://hdl.handle.net/10362/130751
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 1352-7266
PURE: 33396485
https://doi.org/10.1080/13527266.2021.1950199
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 31
application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv
repository.mail.fl_str_mv
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