The Role of Community Benefits on Brand Loyalty in Automotive Social Media Brand Community
Objective: This study examines the benefits of online brand community interactivity in social media in the Indonesian automotive sector. Design/Methods/Approach: The proposed model was empirically assessed using survey data from 332 Indonesian-based automobile online brand community members on soc...
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| Format: | Article |
| Language: | English |
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Universitas Airlangga
2023-04-01
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| Series: | Jurnal Manajemen Teori dan Terapan |
| Subjects: | |
| Online Access: | https://e-journal.unair.ac.id/JMTT/article/view/42435 |
| _version_ | 1797844194073509888 |
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| author | Puspita Pratama Novianti Tengku Ezni Balqiah |
| author_facet | Puspita Pratama Novianti Tengku Ezni Balqiah |
| author_sort | Puspita Pratama Novianti |
| collection | DOAJ |
| description | Objective: This study examines the benefits of online brand community interactivity in social media in the Indonesian automotive sector.
Design/Methods/Approach: The proposed model was empirically assessed using survey data from 332 Indonesian-based automobile online brand community members on social media. In addition, the link between the constructs in the research model was examined using SEM PLS.
Findings: The findings strongly link perceived interactivity and community benefits. In Addition, the results also demonstrate that community members' trust in a brand strongly and positively impacts brand loyalty. Special treatment and a sense of membership increase members' trust in the brand and community satisfaction. However, social influence has negligible effects on community satisfaction.
Originality/Value: This study combines value, trust, and satisfaction as the mediating variables in the relationship between interactivity in the online community and loyalty.
Practical/Policy implication: Given the results, brands should provide flexibility to access information or content by optimizing the usage of social media features that members can easily access anytime, such as adding links to the Instagram bio or description on Facebook or WhatsApp groups. Enhancing these community benefits can be done by ensuring that the information circulated within the community is accurate and informative. |
| first_indexed | 2024-04-09T17:18:25Z |
| format | Article |
| id | doaj.art-796eccf9e4ad493e8bee050917c12908 |
| institution | Directory Open Access Journal |
| issn | 1979-3650 2548-2149 |
| language | English |
| last_indexed | 2024-04-09T17:18:25Z |
| publishDate | 2023-04-01 |
| publisher | Universitas Airlangga |
| record_format | Article |
| series | Jurnal Manajemen Teori dan Terapan |
| spelling | doaj.art-796eccf9e4ad493e8bee050917c129082023-04-19T05:56:08ZengUniversitas AirlanggaJurnal Manajemen Teori dan Terapan1979-36502548-21492023-04-0116112210.20473/jmtt.v16i1.4243540516The Role of Community Benefits on Brand Loyalty in Automotive Social Media Brand CommunityPuspita Pratama Novianti0https://orcid.org/0000-0003-2289-1943Tengku Ezni Balqiah1https://orcid.org/0000-0003-4668-149XUniversitas Indonesia, Depok, IndonesiaUniversitas Indonesia, Depok, IndonesiaObjective: This study examines the benefits of online brand community interactivity in social media in the Indonesian automotive sector. Design/Methods/Approach: The proposed model was empirically assessed using survey data from 332 Indonesian-based automobile online brand community members on social media. In addition, the link between the constructs in the research model was examined using SEM PLS. Findings: The findings strongly link perceived interactivity and community benefits. In Addition, the results also demonstrate that community members' trust in a brand strongly and positively impacts brand loyalty. Special treatment and a sense of membership increase members' trust in the brand and community satisfaction. However, social influence has negligible effects on community satisfaction. Originality/Value: This study combines value, trust, and satisfaction as the mediating variables in the relationship between interactivity in the online community and loyalty. Practical/Policy implication: Given the results, brands should provide flexibility to access information or content by optimizing the usage of social media features that members can easily access anytime, such as adding links to the Instagram bio or description on Facebook or WhatsApp groups. Enhancing these community benefits can be done by ensuring that the information circulated within the community is accurate and informative.https://e-journal.unair.ac.id/JMTT/article/view/42435brand loyaltycustomer trustonline brand communityperceived interactivitysatisfaction |
| spellingShingle | Puspita Pratama Novianti Tengku Ezni Balqiah The Role of Community Benefits on Brand Loyalty in Automotive Social Media Brand Community Jurnal Manajemen Teori dan Terapan brand loyalty customer trust online brand community perceived interactivity satisfaction |
| title | The Role of Community Benefits on Brand Loyalty in Automotive Social Media Brand Community |
| title_full | The Role of Community Benefits on Brand Loyalty in Automotive Social Media Brand Community |
| title_fullStr | The Role of Community Benefits on Brand Loyalty in Automotive Social Media Brand Community |
| title_full_unstemmed | The Role of Community Benefits on Brand Loyalty in Automotive Social Media Brand Community |
| title_short | The Role of Community Benefits on Brand Loyalty in Automotive Social Media Brand Community |
| title_sort | role of community benefits on brand loyalty in automotive social media brand community |
| topic | brand loyalty customer trust online brand community perceived interactivity satisfaction |
| url | https://e-journal.unair.ac.id/JMTT/article/view/42435 |
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