The influence of customer interaction in virtual brand community on brand loyalty
Purpose - The main purpose of this study is to determine the relationship among the customer interaction and brand loyalty of virtual brand communities through the uses and gratification theory (UGT), this research mainly answer some research questions, a) the level of customer interaction in virtua...
| Main Authors: | , |
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| Format: | Article |
| Published: |
Human Resource Management Academic Research Society
2023
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| Online Access: | http://psasir.upm.edu.my/id/eprint/108765/ |
| _version_ | 1848865205756362752 |
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| author | Adzharuddin, Nor Azura Xiaomeng, Li |
| author_facet | Adzharuddin, Nor Azura Xiaomeng, Li |
| author_sort | Adzharuddin, Nor Azura |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | Purpose - The main purpose of this study is to determine the relationship among the customer interaction and brand loyalty of virtual brand communities through the uses and gratification theory (UGT), this research mainly answer some research questions, a) the level of customer interaction in virtual brand community; b) the level of brand loyalty in virtual brand community; c) the relationship between the customer interaction and brand loyalty in virtual brand community. Design/methodology - This study chooses several different virtual brand communities established on different social platforms as the research objects, and studies their customer interaction and brand loyalty. Findings - This study divides the interaction into three dimensions: product information interaction, interpersonal emotional interaction and self-identity interaction, chooses virtual brand member interaction as independent variables, and constructs a theoretical model of brand member interaction based on the use satisfaction theory (UGT) and social identity theory. Practice implication - Brand community managers can draw on the results of this study and formulate corresponding strategies to improve customer loyalty to the brand. |
| first_indexed | 2025-11-15T14:01:01Z |
| format | Article |
| id | upm-108765 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-15T14:01:01Z |
| publishDate | 2023 |
| publisher | Human Resource Management Academic Research Society |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1087652024-09-26T07:05:57Z http://psasir.upm.edu.my/id/eprint/108765/ The influence of customer interaction in virtual brand community on brand loyalty Adzharuddin, Nor Azura Xiaomeng, Li Purpose - The main purpose of this study is to determine the relationship among the customer interaction and brand loyalty of virtual brand communities through the uses and gratification theory (UGT), this research mainly answer some research questions, a) the level of customer interaction in virtual brand community; b) the level of brand loyalty in virtual brand community; c) the relationship between the customer interaction and brand loyalty in virtual brand community. Design/methodology - This study chooses several different virtual brand communities established on different social platforms as the research objects, and studies their customer interaction and brand loyalty. Findings - This study divides the interaction into three dimensions: product information interaction, interpersonal emotional interaction and self-identity interaction, chooses virtual brand member interaction as independent variables, and constructs a theoretical model of brand member interaction based on the use satisfaction theory (UGT) and social identity theory. Practice implication - Brand community managers can draw on the results of this study and formulate corresponding strategies to improve customer loyalty to the brand. Human Resource Management Academic Research Society 2023-12-13 Article PeerReviewed Adzharuddin, Nor Azura and Xiaomeng, Li (2023) The influence of customer interaction in virtual brand community on brand loyalty. International Journal of Academic Research in Business and Social Sciences, 13 (12). pp. 1270-1286. ISSN 2222-6990 https://hrmars.com/index.php/IJARBSS/article/view/19072/The-Influence-of-Customer-Interaction-in-Virtual-Brand-Community-on-Brand-Loyalty 10.6007/IJARBSS/v13-i12/19072 |
| spellingShingle | Adzharuddin, Nor Azura Xiaomeng, Li The influence of customer interaction in virtual brand community on brand loyalty |
| title | The influence of customer interaction in virtual brand community on brand loyalty |
| title_full | The influence of customer interaction in virtual brand community on brand loyalty |
| title_fullStr | The influence of customer interaction in virtual brand community on brand loyalty |
| title_full_unstemmed | The influence of customer interaction in virtual brand community on brand loyalty |
| title_short | The influence of customer interaction in virtual brand community on brand loyalty |
| title_sort | influence of customer interaction in virtual brand community on brand loyalty |
| url | http://psasir.upm.edu.my/id/eprint/108765/ http://psasir.upm.edu.my/id/eprint/108765/ http://psasir.upm.edu.my/id/eprint/108765/ |