اثردرگیری برند و تجربه هم‌آفرینی در تداوم فعالیت‌های جامعه برند آنلاین

Subject Areas :

Abdalrasuol rasuoli ¹ , Noushin Monjezi ² , Momeneh Basri ³ , Maryam Najari ⁴

1 -
2 - Islamic Azad University, Central Tehran Branch
3 - Islamic Azad University, Central Tehran branch
4 - Islamic Azad University, Science and Research Branch

Received: 2025-09-12 Accepted : 2025-09-23 Published : 2025-09-19

Keywords: Brand engagement, co-creation experience, online brand community, business continuity, automotive industry,

Abstract :

engagement and co-creation experience on the continuity of online brand community activity in Saipa dealerships in Tehran. Given the importance of digital interactions in branding processes and the role of online communities in strengthening brand relationships with customers, this study has identified factors effective in increasing customer loyalty and the sustainability of online brand communities. The statistical population of this study includes active and loyal customers of Saipa dealerships in Tehran who have used the sales and after-sales services of this brand and participate in Saipa online brand communities. Data were collected through cluster random sampling from different Saipa dealerships. SMARTPLS software was used to analyze the data and test the hypotheses. The results show that both brand engagement and co-creation experience have a positive and significant effect on the continuity of online brand communities. Specifically, the first hypothesis (brand engagement has a positive effect on the intention to continue online brand communities) was confirmed with a t-statistic of 2.997, the second hypothesis (co-creation experience has a positive effect on the intention to continue online brand communities) was confirmed with a t-statistic of 5.06, and the third hypothesis (brand engagement has a positive effect on the experience of co-creation) was confirmed with a t-statistic of 5.708. Other hypotheses also point to their positive effects on the continuation of online brand communities. Based on these findings, brands can increase customer engagement and improve the continuation of online brand communities by strengthening online interactions,

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