The relationship between community and brand experience
A B S T R A C T
The brand community built by social networking sites (SNSs) promotes efficiency in modern marketing.
However, building consumer-brand relationships through an SNS brand community to improve marketing performance has always presented a challenge.
Thus, this study aims to identify and test the main factors related to SNS brand communities that can predict purchase intention.
The conceptual model includes community experience, community commitment, brand attitude, and purchase intention.
Relationship-based experience as constructed in this study has the largest impact on community commitment.
SNS brand community commitment has a positive influence on brand attitude.
However, SNS brand community commitment has no significant impact on purchase intention.
Finally, the results show that SNS brand community commitment has a partial mediation effect on the relationship between SNS brand community experience and brand attitude.
This study suggests that companies should strategically manage consumers’ SNS brand community experiences and commitment.
Other theoretical implications and managerial implications are also discussed.
This research is the first to address the relationship between SNS brand community experience and SNS brand community commitment.
The current study defined the main concepts and structures of the model and demonstrated and discussed the relationship among them.
The results indicate that entertainment experience, homophily experience and relationship-based experience have a significant impact on consumer commitment.
Thus, this work expands the research perspective and the content of the experience-commitment relationship.
In addition, this study found that relationship-based experience has the greatest impact on commitment, followed by entertainment experience and homophily experience.
The results of this paper also confirmed that the process of transforming the SNS brand community relationship is based on the transformation of consumer experience into a brand relationship, which improves the value
the SNS brand community research.
The inspiration of SNS brand community management was also systematically emphasized.
This study contributes to the research on social media marketing and brand management, and it enriches the existing relevant theories.