This study investigates the effect of community identification in building brand loyalty (attitudinal and behavioural) and a personal brand via social networks. The proposed model explained the main community identification antecedents and how identification can lead to enhanced company and consumer performance. This study adopts the theoretical lens of uses and gratifications theory and identifies three motivational drivers of community identification: relationship-oriented motives, self-oriented motives and brand content-oriented motives. The data were analysed with a structural equation modelling method based on a convenience sample collected through a survey. This study extends the body of knowledge about the outcomes from an active social media usage, based on a UGT perspective. It relates community identification and its drivers to loyalty. Besides, it links community identification with personal branding, which is considered as a vital outcome expected by social media users. The findings suggested that self-oriented motives represented a key driver for taking part in an online community. In addition, community identification represents to be an important antecedent to build attitudinal loyalty rather than behavioural loyalty. Consequently, community identification was also found to be a significant driver for building a user’s personal brand.

中文翻译：

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公司与消费者绩效：品牌社区识别是否会促进品牌忠诚度和消费者的个人品牌？

本研究调查了社区认同对通过社交网络建立品牌忠诚度（态度和行为）和个人品牌的影响。提议的模型解释了主要的社区识别前因以及识别如何提高公司和消费者的绩效。本研究采用使用和满足理论的理论视角，确定了社区认同的三个动机驱动因素：关系导向的动机、自我导向的动机和品牌内容导向的动机。基于通过调查收集的便利样本，采用结构方程建模方法对数据进行了分析。本研究基于 UGT 的观点，扩展了关于积极使用社交媒体的结果的知识体系。它将社区认同及其驱动因素与忠诚度联系起来。此外，它将社区认同与个人品牌联系起来，这被认为是社交媒体用户期望的重要结果。研究结果表明，以自我为导向的动机是参与在线社区的关键驱动因素。此外，社区认同是建立态度忠诚而非行为忠诚的重要前提。因此，社区认同也被发现是建立用户个人品牌的重要驱动因素。社区认同是建立态度忠诚而非行为忠诚的重要前提。因此，社区认同也被发现是建立用户个人品牌的重要驱动因素。社区认同是建立态度忠诚而非行为忠诚的重要前提。因此，社区认同也被发现是建立用户个人品牌的重要驱动因素。