Examining the Impact of Social Capital Scales on Brand Commitment In An Online Brand Community

Rutaba Minhaj, Abdul Rafe Tasneem, Maira Farrukh, Mohammad Ziarab and Muhammad Ali Raza

MPRA Paper from University Library of Munich, Germany

Abstract: The Purpose of this study is to examine the relationship between interaction, trust, reciprocity, identification, language, vision, bonding and bridging on brand commitment in an online brand community. The sample size of our research is 250; the data was collected from the teachers and Students of the business university. In this research, data is analyzed using (PLS-SEM) model. The findings of our study will benefit retailers and marketers of Nestle, in the context of community engagement and brand knowledge by offering information on how they may enhance social connection. Our findings reveal that shared vision has a positive impact on brand commitment. Hence, company’s top management should share the vision with customers and colleagues so that they become more involved and committed to their growth as a brand. The results identified that there is a significant and direct effect of trust, shared value, shared language, shared vision, reciprocity and bridging on Brand commitment. Whereas, there is an insignificant and direct effect of bonding and identification on brand commitment in an online brand community. Furthermore, we found out that factors like trust, shared value, language and vision, bridging acts as a strong determinant of brand commitment and our findings add value to the area of literature where researchers seek to investigate the role of these variables in online brand communities.

Keywords: Social capital; brand commitment; bonding; bridging; online brand community (search for similar items in EconPapers)
JEL-codes: M1 M14 (search for similar items in EconPapers)
Date: 2021
New Economics Papers: this item is included in nep-ipr and nep-pay
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