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The role of social network websites in the consumer–brand relationship

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  • Park, Hyejune
  • Kim, Youn-Kyung

Abstract

Building and leveraging the brand community on a social network website (SN) such as Facebook is one of the popular social media strategies that companies employ to build a consumer–brand relationship. This research empirically tests a theoretical argument that the perceived benefits of a brand׳s social network website (BSN) influence the consumer׳s relationship with the brand׳s SN, which in turn leads to loyalty behavior. After qualitative exploration of the community to understand the practice of BSN, a quantitative method was utilized to test the hypothesized relationships. The results provide general support for the positive effect of BSN benefits on outcome variables. Specifically, experiential and functional benefits of a brand׳s SN positively influence the consumer׳s perception of relationship investment made by the brand, resulting in both brand relationship quality and the willingness to spread good words about the brand׳s SN. In addition, experiential benefits of BSN positively influence BSN relationship quality, which in turn leads to brand relationship quality, while the effect of functional benefits on BSN relationship quality is not found. The findings provide practical managerial suggestions to marketers and theoretical implications for future studies.

Suggested Citation

  • Park, Hyejune & Kim, Youn-Kyung, 2014. "The role of social network websites in the consumer–brand relationship," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 460-467.
    • Handle: RePEc:eee:joreco:v:21:y:2014:i:4:p:460-467
    DOI: 10.1016/j.jretconser.2014.03.011
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    14. Amélia Maria Pinto da Cunha Brandão & Inês Faria & Mahesh Gadekar, 2019. "Is Social Media a Passport to SMEs’ Foreign Market Entry?," Scientific Annals of Economics and Business (continues Analele Stiintifice), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 66(2), pages 253-265, June.
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    17. Sharifah Faridah Syed Alwi & T. C. Melewar & Maria Teresa Cuomo & Manfred Schwaiger, 2020. "Digital Society and Corporate Reputation: Towards the Next Generation of Insights," Corporate Reputation Review, Palgrave Macmillan, vol. 23(3), pages 129-132, August.
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    20. Sook Fern Yeo & Cheng Ling Tan & Ajay Kumar & Kim Hua Tan & Jee Kit Wong, 2022. "Investigating the impact of AI-powered technologies on Instagrammers’ purchase decisions in digitalization era–A study of the fashion and apparel industry," Post-Print hal-03628402, HAL.
    21. Straker, Karla & Wrigley, Cara & Rosemann, Michael, 2015. "The role of design in the future of digital channels: Conceptual insights and future research directions," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 133-140.
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    23. Yeo, Sook Fern & Tan, Cheng Ling & Kumar, Ajay & Tan, Kim Hua & Wong, Jee Kit, 2022. "Investigating the impact of AI-powered technologies on Instagrammers’ purchase decisions in digitalization era–A study of the fashion and apparel industry," Technological Forecasting and Social Change, Elsevier, vol. 177(C).
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