In the recent years, consumers are increasingly engaging in dynamic interactions with their preferred brands through online brand communities. Although Facebook has been commonly used as the social media platform for online brand communities, less is known with respect to the success factors for these brand communities. This study examines the nature of peer-initiated brand communities by proposing and testing a conceptual framework that encompasses brand community identity, brand community engagement, brand love, and brand loyalty. The study investigates the dimensions of brand community identity and engagement, namely the affective and cognitive dimensions, and the moderating effect of brand community involvement. A total of 205 respondents were recruited via the Facebook social media platform of a peer-initiated brand community. The results show that brand community identity affects brand community engagement for both affective and cognitive dimensions, with cognitive engagement predicting brand love. The moderating role of brand community involvement and the positive relationship between brand love and loyalty are confirmed. The findings contribute to knowledge and practice by highlighting the factors that can strengthen a brand's social media presence and consumer-brand relationships.

中文翻译：

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社交媒体平台上由同行发起的品牌社区的性质

近年来，消费者越来越多地通过在线品牌社区与他们喜欢的品牌进行动态互动。尽管 Facebook 已被普遍用作在线品牌社区的社交媒体平台，但对这些品牌社区的成功因素知之甚少。本研究通过提出和测试包含品牌社区身份、品牌社区参与度、品牌爱和品牌忠诚度的概念框架来检验同伴发起的品牌社区的性质。该研究调查了品牌社区认同和参与的维度，即情感和认知维度，以及品牌社区参与的调节作用。共有 205 名受访者是通过同行发起的品牌社区的 Facebook 社交媒体平台招募的。结果表明，品牌社区认同影响品牌社区参与的情感和认知维度，认知参与预测品牌爱。品牌社区参与的调节作用以及品牌热爱与忠诚度之间的正相关关系得到证实。通过强调可以加强品牌社交媒体影响力和消费者与品牌关系的因素，这些发现有助于知识和实践。