The Influence of Social Media on Brand Commitment and Brand Loyalty

Subject Areas : مدیریت

Mohammad Ali Abdolvand ¹ , Elham Honarisharif ²

1 - استادیار، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات تهران، گروه مدیریت بازرگانی، تهران، ایران.
2 - کارشناسی ارشد، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات تهران، گروه مدیریت بازرگانی، تهران، ایران (عهده دار مکاتبات).

Received: 2016-03-10 Accepted : 2016-05-09 Published : 2016-06-20

Keywords: Social Media, Customer Centric Model of Brand Community, Brand Trust, Brand Commitment, brand loyalty,

Abstract :

Purpose :Taking the perspective of the brand community building plus the brand trust, brand commitment and loyalty literatures, our goal is to show how brand communities based on social media influence elements of the customer centric model (i. e., the relationships among focal customer and brand, product, company, and other customers), brand trust, brand commitment and brand loyalty among Novin-leather customers. Methodology – A survey was conducted based on empirical study with 334 respondents among Novin-leather customers from their platforms (http://www.novinleather.com/) In the spring of 1393. Findings : We find that brand trust has a fully mediating role in converting the effects of enhanced relationships in brand community to brand loyalty and brand commitment in social media. Originality/Value – On the base of customer centric model of brand community we show how this brand community could affect brand elements and loyalty and commitment in social media and we explain the effects of centric model’s elements on trust, commitment and loyalty.