The relationships among community experience, community commitment, brand attitude, and purchase intention in social media

Xiao-Wu Wang, Yu-Mei Cao and Cheol Park

International Journal of Information Management, 2019, vol. 49, issue C, 475-488

Abstract: 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. The results of the structural equation modeling (SEM) using a sample of 278 Korean consumers reveals that in addition to information experience, other experiences (entertainment, homophily, and relationship-based) have a positive influence on community commitment. 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.

Keywords: SNS brand community; SNS brand community experience; Community commitment; Brand attitude; Purchase intention (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations: View citations in EconPapers (15)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0268401218310569
Full text for ScienceDirect subscribers only

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:eee:ininma:v:49:y:2019:i:c:p:475-488

DOI: 10.1016/j.ijinfomgt.2019.07.018

Access Statistics for this article

International Journal of Information Management is currently edited by Yogesh K. Dwivedi

More articles in International Journal of Information Management from Elsevier
Bibliographic data for series maintained by Catherine Liu ().