ABSTRACT

Consumer-brand identification and consumer engagement in social media brand communities (SMBC) are two of the concepts most highlighted in recent studies, as brand benefit facilitators. This study addresses the importance of these two concepts and their interaction effect on brand loyalty in the fast-moving consumer goods (FMCG) category. The results of the quantitative study show that in FMCG, consumer engagement in SMBC is driven by information searching, brand passion, feelings of community connection, and self-expression in the community. Consumer engagement and consumer-brand identification have positive impacts on brand trust and loyalty. The moderating effect of consumer–brand identification on the relationship between consumer engagement in SMBC and brand loyalty is negative, revealing that consumer engagement in social media brand communities has a stronger impact on brand loyalty when consumer-brand identification is low. This study showed the role of SMBC as a powerful communication medium, where brands and consumers can meet, and reach a mutual understanding of common needs and aspirations.

摘要

消费者品牌识别和消费者在社交媒体品牌社区 (SMBC) 中的参与是最近研究中最突出的两个概念，作为品牌利益促进者。本研究探讨了这两个概念的重要性及其对快速消费品 (FMCG) 类别中品牌忠诚度的交互影响。定量研究结果表明，在快消品中，消费者对 SMBC 的参与是由信息搜索、品牌热情、社区联系感和社区中的自我表达驱动的。消费者参与和消费者品牌识别对品牌信任和忠诚度有积极影响。消费者品牌识别对 SMBC 的消费者参与度和品牌忠诚度之间的关系的调节作用是负面的，揭示了当消费者品牌识别度较低时，消费者在社交媒体品牌社区中的参与度对品牌忠诚度的影响更大。这项研究显示了 SMBC 作为强大的沟通媒介的作用，品牌和消费者可以在此相遇，并就共同的需求和愿望达成相互理解。