Given the growth of Social Networking Sites (SNS), especially Facebook, companies have commenced engaging with customers in this newly emerged digital space. This study investigates the role of brand trust and brand love in enhancing engagement throughout Facebook. The effect of customer engagement on brand loyalty is also examined. Data was collected using a survey of 400 Syrian fast-food customers. The model is examined by structural equations modeling (SEM). The findings revealed that brand trust and brand love are considered drivers of customer engagement, also brand loyalty is an outcome of customer engagement. Moreover, the finding provides a model which brand managers can follow to build brand loyalty. It will add value in the field of Brand Management.
Cite this article:
Wajdy Omran. Customer Engagement in Social Media Brand Community. Research Journal of Humanities and Social Sciences. 2021; 12(3):157-5. doi: 10.52711/2321-5828.2021.00026
Wajdy Omran. Customer Engagement in Social Media Brand Community. Research Journal of Humanities and Social Sciences. 2021; 12(3):157-5. doi: 10.52711/2321-5828.2021.00026 Available on: https://www.rjhssonline.com/AbstractView.aspx?PID=2021-12-3-6
1 Akinci, S., Kiymalioğlu, A., and Atilgan Inana, E. (2015). How golf players’ satisfaction from golf experience predicts their loyalty intentions? Mediating role of perceived value. International Journal of Culture, Tourism and Hospitality Research, 9(2), 117–132.
2 Alharbie, A. (2015). Business growth thru social media marketing. International Journal of Innovation and Applied Studies, 13(4), 873.
3 Ashley, C., and Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology and Marketing, 32(1), 15–27.
4 Baena, V. (2016). Online and mobile marketing strategies as drivers of brand love in sports teams. International Journal of Sports Marketing and Sponsorship.
5 Bagozzi, R. P., and Yi, Y. (2012). Specification, evaluation, and interpretation of structural equation models. Journal of the Academy of Marketing Science, 40(1), 8–34. https://doi.org/10.1007/s11747-011-0278-x
6 Baldus, B. J., Voorhees, C., and Calantone, R. (2015). Online brand community engagement: Scale development and validation. Journal of Business Research, 68(5), 978–985.
7 Barger, V., Peltier, J. W., and Schultz, D. E. (2016). Social media and consumer engagement: a review and research agenda. Journal of Research in Interactive Marketing.
8 Bergkvist, L., and Bech-Larsen, T. (2010). Two studies of consequences and actionable antecedents of brand love. Journal of Brand Management, 17(7), 504–518. https://doi.org/10.1057/bm.2010.6
9 Bıçakcıoğlu, N., İpek, İ., and Bayraktaroğlu, G. (2018). Antecedents and outcomes of brand love: the mediating role of brand loyalty. Journal of Marketing Communications, 24(8), 863–877. https://doi.org/10.1080/13527266.2016.1244108
10 Brodie, R. J., Hollebeek, L. D., Jurić, B., and Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271.
11 Brogi, S. (2015). Online brand communities: a literature review. Procedia-Social and Behavioral Sciences, 109(0), 385–389.
12 Carlson, J. (2018). Customer engagement behaviours in social media : capturing innovation opportunities. https://doi.org/10.1108/JSM-02-2017-0059
13 Carroll, B. A., and Ahuvia, A. C. (2016). Some antecedents and outcomes of brand love. 79–89. https://doi.org/10.1007/s11002-006-4219-2
14 Chen, M. H., and Tsai, K. M. (2020). An empirical study of brand fan page engagement behaviors. Sustainability (Switzerland), 12(1), 1–19. https://doi.org/10.3390/SU12010434
15 Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124–139.
16 Chiu, C. M., Huang, H. Y., Cheng, H. L., and Sun, P. C. (2015). Understanding online community citizenship behaviors through social support and social identity. International Journal of Information Management, 35(4), 504–519. https://doi.org/10.1016/j.ijinfomgt.2015.04.009
17 Coelho, P. S., Rita, P., and Santos, Z. R. (2018). On the relationship between consumer-brand identification, brand community, and brand loyalty. Journal of Retailing and Consumer Services, 43(November 2016), 101–110. https://doi.org/10.1016/j.jretconser.2018.03.011
18 De Vries, L., Gensler, S., and Leeflang, P. S. H. (2017). Effects of traditional advertising and social messages on brand-building metrics and customer acquisition. Journal of Marketing, 81(5), 1–15. https://doi.org/10.1509/jm.15.0178
19 Dessart, L. (2015). Consumer Engagement in Online Brand Communities. In Journal of Product and Brand Management (Vol. 24, Issue 1). http://theses.gla.ac.uk/6638/1/2015DessartPhd.pdf
20 Dwivedi, A. (2015). A higher-order model of consumer brand engagement and its impact on loyalty intentions. Journal of Retailing and Consumer Services, 24(C), 100–109. https://doi.org/10.1016/j.jretconser.2015.02.007
21 Erdoğmuş, İ. E., and Tatar, Ş. B. (2015). Drivers of social commerce through brand engagement. Procedia-Social and Behavioral Sciences, 207, 189–195.
22 Fornell, C., and Larcker, D. F. (2016). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research This, 18(1), 39–50.
23 Gambetti, R., Biraghi, S., Schultz, D. E., and Graffigna, G. (2017). Brand wars: Consumer-brand engagement beyond client-agency fights. Journal of Strategic Marketing, 24(2), 90–103. https://doi.org/10.1080/0965254X.2015.1011199
24 Grott, E. M., Cambra-Fierro, J., Perez, L., and Yani-de-Soriano, M. (2019). How cross-culture affects the outcomes of co-creation. European Business Review, 31(4), 544–566. https://doi.org/10.1108/EBR-01-2018-0022
25 Habibi, M. R., Laroche, M., and Richard, M.-O. O. (2014). The roles of brand community and community engagement in building brand trust on social media. Computers in Human Behavior, 37, 152–161. https://doi.org/10.1016/j.chb.2014.04.016
26 Hahn, K. H., and Kim, J. (2014). The effect of offline brand trust and perceived internet confidence on online shopping intention in the integrated multi-channel context. International Journal of Retail and Distribution Management, 37(2), 126–141. https://doi.org/10.1108/09590550910934272
27 Hair, N. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
28 Harrigan, P., Evers, U., Miles, M., and Daly, T. (2017). Customer engagement with tourism social media brands. Tourism Management, 59, 597–609.
29 Hauser, F., Hautz, J., Hutter, K., Füller, J., Munzel, A., Kunz, W. H., Jahn, B., Nambisan, S., Baron, R. A., Bijmolt, T. H. A., Leeflang, P. S. H., Block, F., Eisenbeiss, M., Hardie, B. G. S., Lemmens, A., Saffert, P., Gambetti, R., Biraghi, S., Schultz, D. E., … Goodman, S. (2016). Tourism-Based Customer Engagement: The Construct, Antecedents, and Consequences. Journal of Business Research, 24(1), 52–63. https://doi.org/10.1080/02642069.2019.1570154
30 Hinson, R., Boateng, H., Renner, A., Paul, J., Kosiba, B., and Renner, A. (2019). Antecedents and consequences of customer engagement on Facebook an attachment theory perspective. https://doi.org/10.1108/JRIM-04-2018-0059
31 Hollebeek, L. D., Conduit, J., and Brodie, R. J. (2016). Strategic drivers, anticipated and unanticipated outcomes of customer engagement. Journal of Marketing Management, 32(5–6), 393–398. https://doi.org/10.1080/0267257X.2016.1144360
32 Hollebeek, L. D., Glynn, M. S., and Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165.
33 Hu, L., and Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55.
34 Islam, J. U., and Rahman, Z. (2016). Linking Customer Engagement to Trust and Word-of-Mouth on Facebook Brand Communities: An Empirical Study. Journal of Internet Commerce, 15(1), 40–58. https://doi.org/10.1080/15332861.2015.1124008
35 Islam, J. U., Rahman, Z., and Hollebeek, L. D. (2018). Consumer engagement in online brand communities: a solicitation of congruity theory. Internet Research.
36 Kang, A., and Love, B. (2015). Brand Love – Moving Beyond Loyalty An Empirical Investigation of Perceived Brand Love of Indian Consumer. AEBJ, 10(2), 90–101. https://doi.org/10.1016/j.aebj.2015.04.001
37 Kaufmann, H. R., Loureiro, S. M. C., and Manarioti, A. (2016). Exploring behavioural branding, brand love and brand co-creation. Journal of Product and Brand Management, 25(6), 516–526. https://doi.org/10.1108/JPBM-06-2015-0919
38 Kaur, P., Dhir, A., Rajala, R., and Dwivedi, Y. (2018). Why people use online social media brand communities. Online Information Review.
39 Kotler, P., and Armstrong, G. (2010). Principles of marketing. Pearson education.
40 Kumar, V., and Pansari, A. (2016). Competitive advantage through engagement. Journal of Marketing Research, 53(4), 497–514.
41 Leckie, C., Nyadzayo, M. W., and Johnson, L. W. (2018). Antecedents of consumer brand engagement and brand loyalty. Journal of Marketing Management, 32(5–6), 558–578.
42 Malik, M. S., and Ahmad, N. (2014). Impact of Brand Credibility on Consumer Loyalty: A Case Study of Fast Food Industry in Dg Khan, Pakistan. Oman Chapter of Arabian Journal of Business and Management Review, 34(2343), 1–10.
43 Mao, J. (2010). Customer brand loyalty. International Journal of Business and Management, 5(7), 213.
44 Molinillo, S., Japutra, A., Nguyen, B., and Chen, C. H. S. (2017). Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty. Marketing Intelligence and Planning, 35(2), 166–179. https://doi.org/10.1108/MIP-04-2016-0064
45 Munzel, A., Kunz, W. H., and Jahn, B. (2017). Serving in a Social Media World - How to React Online to Negative Word of Mouth. SSRN Electronic Journal, January. https://doi.org/10.2139/ssrn.2898312
46 Naumann, K., and Bowden, J. L.-H. (2015). Exploring the process of customer engagement, self-brand connections and loyalty. Problems and Perspectives in Management, 13, 56–66. file:///C:/Users/Acer/OneDrive - Escola Superior Tecnologia e Gestão Oliveira do Hospital/Ambiente de Trabalho/recitation/prperman_2015_13_1_8.pdf
47 Palusuk, N., Koles, B., and Hasan, R. (2019). ‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love. Journal of Marketing Management, 35(1–2), 97–129. https://doi.org/10.1080/0267257X.2019.1572025
48 Pansari, A., and Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294–311.
49 Park, H., and Kim, Y.-K. (2014). The role of social network websites in the consumer–brand relationship. Journal of Retailing and Consumer Services, 21(4), 460–467.
50 Russell‐Bennett, R., and Parkinson, J. (2015). Loyalty (Brand Loyalty). Wiley Encyclopedia of Management, 1–11.
51 Sahagun, M. A., and Vasquez-Parraga, A. Z. (2014). Can fast-food consumers be loyal customers, if so howα Theory, method and findings. Journal of Retailing and Consumer Services, 21(2), 168–174. https://doi.org/10.1016/j.jretconser.2013.12.002
52 Sarkar, A. (2014). Examination of the roles played by brand love and jealousy in shaping customer engagement. March. https://doi.org/10.1108/JPBM-05-2013-0315
53 Setyawan, A., and Kussudiyarsana, I. (2015). Brand Trust and Brand Loyalty, an Empirical Study in Indonesia Consumers. British Journal of Marketing, 4(3), 37–47. https://www.researchgate.net/profile/Anton_Setyawan/publication/303302646_BRAND_TRUST_AND_BRAND_LOYALTY_AN_EMPIRICAL_STUDY_IN_INDONESIA_CONSUMERS/links/573be61008ae9f741b2d8af2.pdf
54 Shamah, R. A. M., Mason, M. C., Moretti, A., and Raggiotto, F. (2018). Investigating the antecedents of African fast food customers’ loyalty: A self-congruity perspective. Journal of Business Research, 86(October 2016), 446–456. https://doi.org/10.1016/j.jbusres.2017.05.020
55 Sharma, K., and Kumar, P. (2018a). Book review: Tracy L. Tuten and Michael R. Solomon, Social Media Marketing. In T. Solomon (Ed.), Vision: The Journal of Business Perspective (2nd ed., Vol. 22, Issue 2, pp. 241–242). SAGE Publications. https://doi.org/10.1177/0972262918766148
56 Sharma, K., and Kumar, P. (2018b). Book review: Tracy L. Tuten and Michael R. Solomon, Social Media Marketing. In T. Solomon (Ed.), Vision: The Journal of Business Perspective (2nd ed., Vol. 22, Issue 2, pp. 241–242). SAGE Publications. https://doi.org/10.1177/0972262918766148
57 So, K. K. F., King, C., Sparks, B. A., and Wang, Y. (2016a). Enhancing customer relationships with retail service brands: The role of customer engagement. Journal of Service Management, 27(2), 170–193.
58 So, K. K. F., King, C., Sparks, B. A., and Wang, Y. (2016b). The Role of Customer Engagement in Building Consumer Loyalty to Tourism Brands. Journal of Travel Research, 55(1), 64–78. https://doi.org/10.1177/0047287514541008
59 Thakur, R. (2016). Understanding customer engagement and loyalty: a case of mobile devices for shopping. Journal of Retailing and Consumer Services, 32, 151–163. https://doi.org/10.1016/j.jretconser.2016.06.004
60 Tsai, W.-H. S., and Men, L. R. (2013). Motivations and antecedents of consumer engagement with brand pages on social networking sites. Journal of Interactive Advertising, 13(2), 76–87.
61 Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., and Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253–266.
62 Vernuccio, M., Pagani, M., Barbarossa, C., and Pastore, A. (2015). Antecedents of brand love in online network-based communities. A social identity perspective. Journal of Product and Brand Management, 24, 33–42. https://doi.org/10.1108/JPBM-12-2014-0772
63 Vivek, S. D., Beatty, S. E., Dalela, V., and Morgan, R. M. (2014). A generalized multidimensional scale for measuring customer engagement. Journal of Marketing Theory and Practice, 22(4), 401–420.
64 Welter, F. (2012). All you need is trust? A critical review of the trust and entrepreneurship literature. International Small Business Journal, 30(3), 193–212.
65 Zaglia, M. E. (2013). Brand communities embedded in social networks ☆. Journal of Business Research, 66(2), 216–223. https://doi.org/10.1016/j.jbusres.2012.07.015