The Impact of Online Brand Community Characteristics on Loyalty with the Mediating Role of Customer Engagement and the Moderation Role of Gender
In this study, considering the moderating role of gender, we have investigated the influence of online brand community (OBC) characteristics on customer’s engagement and brand loyalty. In this way, the mediating effect of engagement and the subsequent effect of customer’s engagement on brand loyalty...
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| Format: | Article |
| Language: | fas |
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Allameh Tabataba'i University Press
2019-06-01
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| Series: | مطالعات مدیریت کسب و کار هوشمند |
| Subjects: | |
| Online Access: | https://ims.atu.ac.ir/article_9985_dfb1b2e963faeb69c20ea72373055dab.pdf |
| _version_ | 1797386045962059776 |
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| author | Azin Dalvand Masoud Simkhah Davood Jafari |
| author_facet | Azin Dalvand Masoud Simkhah Davood Jafari |
| author_sort | Azin Dalvand |
| collection | DOAJ |
| description | In this study, considering the moderating role of gender, we have investigated the influence of online brand community (OBC) characteristics on customer’s engagement and brand loyalty. In this way, the mediating effect of engagement and the subsequent effect of customer’s engagement on brand loyalty have also been studied. Statistical population of this research is all people who are at least the members of one of the online brand communities. 256 samples were selected and questionnaires were forwarded to them electronically through social networks and analyzed using SPSS and AMOS software. The results show that two characteristics of OBC, “information quality” and “virtual interaction”, have no effect on the customer’s engagement and on the other hand, customer engagement shows a positive and significant impact on brand loyalty. In analyzing the results of mediating and moderating variables, we found that OBC is influenced by brand loyalty through customer’s engagement. It was also concluded that gender does not modify the effect of information quality and virtual interaction on customer’s engagement. |
| first_indexed | 2024-03-08T22:03:13Z |
| format | Article |
| id | doaj.art-5e9357a6409444208e8a2f36825bf5e0 |
| institution | Directory Open Access Journal |
| issn | 2821-0964 2821-0816 |
| language | fas |
| last_indexed | 2024-03-08T22:03:13Z |
| publishDate | 2019-06-01 |
| publisher | Allameh Tabataba'i University Press |
| record_format | Article |
| series | مطالعات مدیریت کسب و کار هوشمند |
| spelling | doaj.art-5e9357a6409444208e8a2f36825bf5e02023-12-19T10:33:37ZfasAllameh Tabataba'i University Pressمطالعات مدیریت کسب و کار هوشمند2821-09642821-08162019-06-0172710313810.22054/ims.2019.99859985The Impact of Online Brand Community Characteristics on Loyalty with the Mediating Role of Customer Engagement and the Moderation Role of GenderAzin Dalvand0Masoud Simkhah1Davood Jafari2MA, Department of Industrial Engineering, Islamic Azad University, Parand BranchFaculty Member, Department of Management, Islamic Azad University, Parand Branch (Corresponding Author: Simkhahmasoud@gmail.com)Faculty Member, Department of Industrial Engineering, Islamic Azad University, Parand BranchIn this study, considering the moderating role of gender, we have investigated the influence of online brand community (OBC) characteristics on customer’s engagement and brand loyalty. In this way, the mediating effect of engagement and the subsequent effect of customer’s engagement on brand loyalty have also been studied. Statistical population of this research is all people who are at least the members of one of the online brand communities. 256 samples were selected and questionnaires were forwarded to them electronically through social networks and analyzed using SPSS and AMOS software. The results show that two characteristics of OBC, “information quality” and “virtual interaction”, have no effect on the customer’s engagement and on the other hand, customer engagement shows a positive and significant impact on brand loyalty. In analyzing the results of mediating and moderating variables, we found that OBC is influenced by brand loyalty through customer’s engagement. It was also concluded that gender does not modify the effect of information quality and virtual interaction on customer’s engagement.https://ims.atu.ac.ir/article_9985_dfb1b2e963faeb69c20ea72373055dab.pdfonline brand communitycustomer engagementbrand loyaltyonline brand community characteristics |
| spellingShingle | Azin Dalvand Masoud Simkhah Davood Jafari The Impact of Online Brand Community Characteristics on Loyalty with the Mediating Role of Customer Engagement and the Moderation Role of Gender مطالعات مدیریت کسب و کار هوشمند online brand community customer engagement brand loyalty online brand community characteristics |
| title | The Impact of Online Brand Community Characteristics on Loyalty with the Mediating Role of Customer Engagement and the Moderation Role of Gender |
| title_full | The Impact of Online Brand Community Characteristics on Loyalty with the Mediating Role of Customer Engagement and the Moderation Role of Gender |
| title_fullStr | The Impact of Online Brand Community Characteristics on Loyalty with the Mediating Role of Customer Engagement and the Moderation Role of Gender |
| title_full_unstemmed | The Impact of Online Brand Community Characteristics on Loyalty with the Mediating Role of Customer Engagement and the Moderation Role of Gender |
| title_short | The Impact of Online Brand Community Characteristics on Loyalty with the Mediating Role of Customer Engagement and the Moderation Role of Gender |
| title_sort | impact of online brand community characteristics on loyalty with the mediating role of customer engagement and the moderation role of gender |
| topic | online brand community customer engagement brand loyalty online brand community characteristics |
| url | https://ims.atu.ac.ir/article_9985_dfb1b2e963faeb69c20ea72373055dab.pdf |
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