Engaging consumers via online brand communities to achieve brand love and positive recommendations

Mandakini Paruthi; Harsandaldeep Kaur; Jamid Ul Islam; Aaleya Rasool; George Thomas

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Engaging consumers via online brand communities to achieve brand love and positive recommendations

Mandakini Paruthi ^[4] ; Harsandaldeep Kaur ^[1] ; Jamid Ul Islam ^[2] ; Aaleya Rasool ^[3] ; George Thomas ^[2]
1. [1] Guru Nanak Dev University
  
  Guru Nanak Dev University
  
  India
2. [2] Prince Sultan University
  
  Prince Sultan University
  
  Arabia Saudí
3. [3] Central University of Kashmir
  
  Central University of Kashmir
  
  India
4. [4] Chaitanya Bharathi Institute of Technology, Hyderabad, India
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Localización: Spanish journal of marketing-ESIC, ISSN 2444-9695, ISSN-e 2444-9709, Vol. 27, Nº. Extra 2, 2023 (Ejemplar dedicado a: Consumer Engagement: Contemporary Challenges in an Evolving World)
Idioma: inglés
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Resumen
- Purpose This study aims to investigate the influence of brand relationship quality and consumer community identification on consumer engagement. This study also examines the mediating role of consumer engagement between brand relationship quality and consumer community identification with brand love. Positive word of mouth is taken as an outcome variable.
  
  Design/methodology/approach To test the proposed relationships, data were collected from 580 social media-based brand community followers and analysed through structural equation modelling.
  
  Findings Results corroborate brand relationship quality and consumer community identification as critical drivers of consumer engagement on the online platforms. The results further reveal a positive association between consumer engagement and brand love which consequently foster positive word of mouth. The findings also corroborate the partial as well as full mediating role of consumer engagement on different proposed associations.
  
  Originality/value This study offers an in-depth insight of specific motivations to engage consumers in the virtual domain, make them adore their brands and spread a positive word. All of these outcomes are crucial in offering competitive advantages to firms. This study validates the relevance of consumer engagement interactions in contemporary firms’ relationship marketing strategies