Factors Influencing Brand Community Commitment in Social Media: Evidence in Malaysia

Siti Noor Aishah Mohd Sidik, Adilah Othman and Kanesh Gopal
Additional contact information
Siti Noor Aishah Mohd Sidik: Faculty Business and Management, Universiti Teknologi Mara, 23000 Dungun, Terengganu, Malaysia
Adilah Othman: Faculty Business and Management, Universiti Teknologi Mara, 23000 Dungun, Terengganu, Malaysia
Kanesh Gopal: School of Marketing and Management, Asia Pacific University, 53300, Kuala Lumpur, Malaysia

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 9, 3744-3752

Abstract: Online brand communities (OBC) play an important role in influencing others' customer perception toward a brand. The advance of technology such as social media gives an opportunity to OBC to communicate with other members and give reactions to the brand. The positive reaction from OBC indirectly gives a positive perception in the customer's mind, but the negative feeling can tarnish the brand image with just one click. This study examines the relationship between brand love, brand trust, brand experience, and brand community commitment. The quantitative study and online surveys via Facebook have been used, and the respondent was selected using random sample technique. Data were analyzed using SPSS to assess the relationship between each variable. A survey among 386 OBC reveals that brand love, brand trust, and brand experience play a vital role in influencing brand community commitment. OBCs who commit to the brand community are willing to share opinions with other members and continue relationships with the companies. Implication and research suggestions are further highlighted for future studies

Date: 2025
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.rsisinternational.org/journals/ijriss/ ... ssue-9/3744-3752.pdf (application/pdf)
https://rsisinternational.org/journals/ijriss/arti ... vidence-in-malaysia/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bcp:journl:v:9:y:2025:issue-9:p:3744-3752

Access Statistics for this article

International Journal of Research and Innovation in Social Science is currently edited by Dr. Nidhi Malhan

More articles in International Journal of Research and Innovation in Social Science from International Journal of Research and Innovation in Social Science (IJRISS)
Bibliographic data for series maintained by Dr. Pawan Verma ().