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Determinants of Fan Engagement in Social Media-Based Brand Communities: A Brand Relationship Quality Perspective

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  • Liguo Lou

    (College of Economics and Management, Ningbo University of Technology, 201 Fenghua Road, Ningbo 315211, China)

  • Yongbing Jiao

    (School of Business, Taizhou University, 1139 Shifu Road, Taizhou 318000, China)

  • Joon Koh

    (School of Business Administration, Chonnam National University, 77 Yongbong-Ro, Kwang-Ju 61186, Korea)

Abstract

This study adopts a brand relationship quality (BRQ) perspective to reveal the reason firms’ investments in social media-based brand communities should increase their social relationship marketing performances. An empirical analysis with 234 Facebook users who joined brand communities was conducted to examine the proposed hypotheses, revealing that fan needs fulfillments—information, entertainment, social interaction, and monetary ones—had positive effects on BRQ. Further, BRQ was found to have positive effects on fans’ engagement behavioral intentions toward brands, including willingness to buy, member continuance intention, and electronic word of mouth intention. This study contributes to existing research that indicates a new mechanism of BRQ improvement via the social media-based brand community. Implications corresponding to the research findings as well as study limitations and future directions are also addressed.

Suggested Citation

  • Liguo Lou & Yongbing Jiao & Joon Koh, 2021. "Determinants of Fan Engagement in Social Media-Based Brand Communities: A Brand Relationship Quality Perspective," Sustainability, MDPI, vol. 13(11), pages 1-17, May.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:11:p:6117-:d:564751
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