The Impact of Social Network Based Brand Communities on Brand Evangelism through Strengthening Brand Trust

Document Type : Research Paper

Authors

1 MSc in Marketing Management, Faculty of Humanities, University of Malayer, Hamadan, Iran

2 Assistant Professor of Marketing Management, Faculty of Humanities, University of Malayer, Hamadan, Iran

3 Assistant Professor in International Marketing Management, Faculty of Humanities, Khayyam، University of Mashhad, Mashhad, Iran

10.34785/J018.2020.736

Abstract

In today's competitive environment and with the decline of trust to organizations and their advertising, and with increasing use of social networks, the importance of developing consumer relationships in social networks, especially online brand communities, has become crucial for organizations in achieving a mutually and desirable relationship with consumers, so much has been used in recent years to influence other people's beliefs in the evangelical marketing framework. The purpose of the present study was to investigate the impact of consumer-brand relationships in social network based brand communities on brand evangelism variables by enhancing brand trust among the customers of Samsung mobile phones present on social networks in Hamadan city which leads to supportive behaviors. For this purpose, 384 people were selected by random sampling. Questionnaire was used for data collection and its reliability and validity were assessed by Cronbach's alpha and confirmatory factor analysis. The conceptual model of the research was measured using the structural section of the structural equation model called path analysis. The results showed that consumer relationships with brand elements (product, brand, company and other customers) in the in brand community based on social networks through the mediating variable of consumers brand trust have a positive and significant effect on brand evangelism.

Keywords

References

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Consumer Behavior Studies Journal
Volume 7, Issue 2
October 2020
Pages 24-47

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