The Role of Community Benefits on Brand Loyalty in Automotive Social Media Brand Community

Abstract

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.

Factors that Influence the Level of Teacher Job Satisfaction in the Era of Society 5.0

“…This solution emphasizes that changing organizational culture requires commitment and active participation from all related parties. By creating a supportive and motivating organizational culture, it is hoped that teacher job satisfaction can increase, thereby creating a healthy and productive learning environment (Doherty, 2010;Novianti & Balqiah, 2023;Marto Silalahi et al, 2021).…”

The Relationship of Online Brand Community, Value Creation Practices, Brand Trust, and Brand Loyalty

“…The growth of the internet is linear with the development of digitalization in various elements of society (Paruthi et al, 2023). The popularity of social media is growing as people use friendship networking sites in their daily lives (Hoang et al, 2020;Novianti & Balqiah, 2023). Social media also affects how products, brands, and companies communicate with consumers (Beck et al, 2020;Cambier & Poncin, 2020).…”

“…The reason is that a brand community provides business executives and marketers with long-term benefits in building relationships and intimacy with consumers (Coelho et al, 2018;Luo et al, 2016;Wang et al, 2019). In addition, a brand community also affects building brand loyalty (McAlexander et al, 2002;Novianti & Balqiah, 2023;Schouten et al, 2007;Shukla et al, 2023). Major brands have committed to paying attention to building their brand communities online, such as Harley Davidson, Starbucks, Apple, Loreal, Lego, P&G, and Sony Playstation, which focus on how to use and manage their brand communities through online media (Chavadi et al, 2023) The brand community members' activities on social media include opening brand sites to find information related to products, making comments, sharing photos or experiences, interacting with marketers and other community members, and asking or answering comments from other members (Lin & Wang, 2023).…”

“…Major brands have committed to paying attention to building their brand communities online, such as Harley Davidson, Starbucks, Apple, Loreal, Lego, P&G, and Sony Playstation, which focus on how to use and manage their brand communities through online media (Chavadi et al, 2023) The brand community members' activities on social media include opening brand sites to find information related to products, making comments, sharing photos or experiences, interacting with marketers and other community members, and asking or answering comments from other members (Lin & Wang, 2023). This interaction is not visible directly, but community members can feel the benefits (Novianti & Balqiah, 2023). It makes their interaction more intensive and reciprocal (Jang et al, 2008;Kuo & Feng, 2013;Luo et al, 2016;Jiang et al, 2023).…”

“…It makes their interaction more intensive and reciprocal (Jang et al, 2008;Kuo & Feng, 2013;Luo et al, 2016;Jiang et al, 2023). The existence of a product community on social media that contains posts in the form of pictures and information from community members further strengthens existing interactions and encourages the continuation of their interactions in the community (Hidayanti et al, 2018;Novianti & Balqiah, 2023;Shukla et al, 2023;Ha, 2023). Online brand communities have a vital role in building long-term and positive relationships between companies and their customers (Jiang et al, 2023;Lee et al, 2011;Luo et al, 2016;Wang et al, 2019).…”