Effect of brand communities on consumer engagement and trust: Evidence from mobile phone brands’ Facebook pages in Burundi

Jeanine Niyonkomezi and Juniter Kwamboka
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Jeanine Niyonkomezi: Huazhong University of Science and Technology, PRC, China
Juniter Kwamboka: Huazhong University of Science and Technology, PRC, China

International Journal of Research in Business and Social Science (2147-4478), 2020, vol. 9, issue 4, 244-252

Abstract: The use of Facebook as a social media platform has been cited to revolutionize the performance of different brand and firms globally. The performance of the products and brands has been attributed to the creation of Facebook media brand communities, whose level of engagement influences consumer product outcomes. This study attempted to establish to what extend Facebook social media brand communities and brand engagement on brand trust. The study established that the three attributes of Facebook brand communities positively influenced consumer brand engagement (shared consciousness (β=1.52, p=0.001), shared rituals (β=1.44, p=0.001), obligations to society (β=2.11, p=0.001). The study further established that social media brand engagement positively influenced brand trust. The study recommends that firms should effectively increase their product and brand promotion and engagement through Facebook. Key Words: Facebook brand Communities, Brand engagement, brand trust.

Date: 2020
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