Corpus ID: 20519458

Are Facebook Brand Community Members Really Loyal to the Brand?

@inproceedings{Karjaluoto2014AreFB,
  title={Are Facebook Brand Community Members Really Loyal to the Brand?},
  author={Heikki Karjaluoto and Juha Munnukka and Anna Tikkanen},
  booktitle={Bled eConference},
  year={2014}
}
  • Heikki Karjaluoto, Juha Munnukka, Anna Tikkanen
  • Published in Bled eConference 2014
  • Business, Computer Science
  • Although research into consumer participation in online brand communities has grown in recent years, still little is known about how membership in a Facebook brand community is related to brand loyalty. This study tests the direct and indirect effects of brand community engagement, electronic word-of-mouth (eWOM) intention, and community promotion behavior on attitudinal loyalty, repurchase intention, and positive word-of-mouth. Partial least squares modeling is used to test the conceptual… CONTINUE READING
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