Factors affecting on consumer brand engagement and brand loyalty in virtual brand communities on social media of consumers using pickup trucks in Bangkok and its vicinity

Main Article Content

Decha Phalalert
Tatree Jantarakolica
Korbkul Jantarakolica
Pard Teekasap
Supawat Sukhaparamate
Kessara Kanchanapoom


The goals of this study are to 1) compare consumer brand engagement in virtual brand communities on social media by income group and time spent in virtual brand communities; and 2) investigate factors influencing consumer brand engagement and brand loyalty in the virtual brand community on social media. The theory of social identity, the concept of consumer brand commitment, and brand loyalty are applied in this study. 480 questionnaires are collected.

          The results show that 1) groups with incomes greater than or equal 50,000 baht had a greater influence on brand engagement than those with incomes less than 50,000 baht, and those who spent more time in the virtual brand community were more influential than those who did not. 2) Brand community identity and reward had a significant influence on the consumer's brand engagement. 3) Consumer brand engagement had a significant influence on the quality of the relationship. 4) Consumer brand engagement and relationship quality have a significant positive impact on brand loyalty, and 5) Brand loyalty has a significant positive impact on repurchase intention and word of mouth intention.


Download data is not yet available.

Article Details

How to Cite
Phalalert, D., Jantarakolica, T. ., Jantarakolica, K. ., Teekasap, P. ., Sukhaparamate, S. ., & Kanchanapoom, K. . (2022). Factors affecting on consumer brand engagement and brand loyalty in virtual brand communities on social media of consumers using pickup trucks in Bangkok and its vicinity. Burapha Journal of Business Management Burapha University, 11(1), 67–87. Retrieved from https://so01.tci-thaijo.org/index.php/BJBM/article/view/249476
Research Articles


Adhikari, K. & Panda, R.K. (2019). The role of consumer-brand engagement towards driving brand loyalty: Mediating effect of relationship quality. Journal of Modelling in Management, 14(4), 987-1005.

Algesheimer, R., Dholakia, U.M., Herrmann, A., (2005). The social influence of brand community: evidence from European car club0s. J. Marketing 69(3), 19–34.

Ali, H. (2019). Building Repurchase Intention and Purchase Decision: Brand Awareness and Brand Loyalty Analysis (Case Study Private Label Product in Alfamidi Tangerang). Saudi Journal of Humanities and Social Sciences, 4(9), 623-634.

Bickart, B. & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15(3), 31–40.

Bollen, K. A. (1989). A New Incremental Fit Index for General Structural Equation Models. Sociological Methods & Research, 17(3), 303-316.

Bowden, J.L.H. (2009). The Process of Customer Engagement: A Conceptual Framework. Journal of Marketing Theory and Practice, 17(1), 63-74.

Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of business research, 66(1), 105-114.

Charles, K. K., E., Hurst, E., & Roussanov, N. (2009). Conspicuous consumtion and race. The Quarterly Journal of Economics, 124(2), 425-467.

Chen, C. C. V., & Chen, C. J. (2017). The role of customer participation for enhancing repurchases intention. Journal of Management Decision, 55(3), 547-562.

Doorn, J. V., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer Engagement Behavior: Theoretical Foundations and Research Directions. Journal of Service Research, 13(3), 253-266.

Dorsch, M. J, Swanson, S. R, & Kelley W. S. (1998). The Role of Relationship Quality in the Stratification of Vendors as Perceived by Customers. Journal of the Academy of Marketing Science, 26(2), 128-142.

Dwivedi, A. (2015), A higher-order model of consumer brand engagement and its impact on loyalty intentions. Journal of Retailing and Consumer Services, 24(2015), 100-109.

Dwyer, R. F., Schurr, H. P. & Oh, S. (1987). Developing Buyer-Seller Relationships. Journal of Marketing, 51(2), 11-27.

Filieri, R. & Lin, Z. (2017). The role of aesthetic, cultural, utilitarian and branding factors in young Chinese consumers repurchase intention of smartphone brands. Computers in Human Behavior, 67(2017), 139-150.

Flynn, L. S., Goldsmith, R. E., & Korzenny, F. (2011). Brand engagement in self-concept: A Psychometric and Demographic analysis. Journal of multidisciplinary Research, 3(2), 5 - 18.

Global Web Index, (2018). Social: The Latest social media trends to know in 2018 (flagship report), London: Index.

Gruen T. W., Osmonbekov T. & Czaplewski A. J. (2006). EWOM: The impact of customer-to- customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(4), 449 – 456.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis. (7th ed.). Englewood Cliffs: Prentice Hall.

Heinonen, K. (2011). Consumer activity in social media: Managerial approaches to consumers ‘social media behavior. Journal of Consumer Behavior, 10(6), 356–364.

Hennig-Thurau, T., Gwinnere, K., P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of- mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?. Journal of Interactive Marketing, 18(1), 38-52

Hewett, K., Money, R. B. & Sharma, S. (2002). An exploration of the moderating role of buyer corporate culture in industrial buyer-seller relationships. Journal of the Academy of Marketing Science, 30, 229-239.

Hollebeek, L. D. & Chen, T., (2014). Exploring positively- versus negatively-valenced brand engagement: a conceptual model, Journal of Product & Brand Management. 23(1),62-74.

Hollebeek, L. D., Sprott, D.E., Andreassen, T. W., Costley, C., Klaus, P., Kuppelwieser, V., Karahasanovic, A., Taguchi, T., Islam, J., Rather, R. A. (2019). Customer engagement in evolving technological environments: synopsis and guiding propositions. European Journal of Marketing, 53(9), 2018-2023.

Jang, H., Olfman, L., Ko, I., Koh, J., & Kim, K. (2008). The Influence of On-Line Brand Community Characteristics on Community Commitment and Brand Loyalty. International Journal of Electronic Commerce, 12(3), 57-80.

Kahn, W. A. (1990). Psychological Conditions of Personal Engagement and Disengagement at Work. Academy of Management Journal, 33(4), 692-724.

Kaur, H. K., Paruthi, M., Islam, J., & Hollebeek D. L. (2020). The role of brand community identification and reward on consumer brand engagement and brand loyalty in virtual brand communities. Journal of Telematics and Informatics, 46(2020), 1-12.

Kim, J.W., Choi, J., Qualls, W. & Han, K. (2008). It takes a marketplace community to raise brand commitment: the role of online communities. Journal of Marketing Management, 24(3-4), 409-431.

Kircova, L., Yaman, Y. & Kose., S. G. (2018). Instagram, Facebook or Twitter: Which Engages Best? A Comparative Study of Consumer Brand Engagement and Social Commerce Purchase Intention. European Journal of Economics and Business Studies, 4(1), 268-278.

Kumar, V., Bhaskaran, V., Mirchandani, R., & Shah, M. (2013). Practice Prize Winner— Creating a Measurable Social Media Marketing Strategy: Increasing the Value and ROI of Intangibles and Tangibles for Hokey Pokey. Journal of Marketing Science, 32(2), 194-212.

Kunz, W., Aksoy, L., Bart, Y., Heinonen, K., Ordenes, F. V., Kabadayi, S., Sigala, M., Diaz, D., & Theodoulidis, B. (2017). Customer Engagement in a Big Data World. Journal of Service Management, 31(2) 161-171.

Lages, C., Lages, C.R. & Lages, L.F. (2005). The relqual scale: a measure of relationship quality in export market ventures. Journal of Business Research, 58(8), 1040-1048.

Lee, D., Hosanagar, K., & Nair, H.S. (2018). Advertising content and consumer engagement on social: evidence from Facebook. Manage. Sci, 64(11), 5105-5131.

Liao, S. H., Chung, Y. C., Hung, Y. R., & Widowati, R. (2010). The impacts of brand trust, customer satisfaction, and brand loyalty on word-of-mouth. Paper presented at the Industrial Engineering and Engineering Management (IEEM), 2010 IEEE International Conference (pp.1319-1323). Institute of Electrical and Electronics Engineers.

Mirbagheri, S., & Najmi, M., (2019). Consumer engagement with social media activation campaigns: construct conceptualization and scale development. Psychology Marketing, 36(4), 376-394.

Muniz, A. M., & Schau, H. J. (2007). Vigilante marketing and consumer-created communications. Journal of Advertising, 36(3), 35-50.

Naidoo, V., & Hollebeek, L.D. (2016). Higher education brand alliances: Investigating consumers' dual-degree purchase intentions. Journal of Business Research, 69(8), 3113-3121.

Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 63(1999), 33-44.

Shalehah, A., Trisno, I. L. O., Moslehpour, M., & Cor, P. K. L. (2019). The Effect of Korean beauty product characteristics on brand loyalty and customer repurchase intention in Indonesia. In 2019 16th International Conference on Service Systems and Service Management (ICSSSM) (pp. 1-5). Institute of Electrical and Electronics Engineers.

Turk, B. (2021), Brand's Image, Love, and Loyalty: Is it Enough for Word-of-Mouth Marketing?. Management and Business Research Quarterly, 18(1), 16–27.

Turner, J. C., Brown, R. J., & Tajfel, H. (1979). Social comparison and group interest in in-groupFavoritism. European Journal of Social Psychology, 9(2), 187-204.

Won, J., & Kim, B. 2020). The Effect of Consumer Motivations on Purchase Intention of Online Fashion - Sharing Platform. Journal of Asian Finance, Economics and Business, 7(6), 197-207.

Yildiz, E. (2017). Effects of service quality on customer satisfaction, trust, customer loyalty and word of mouth: an application on cargo companies in Gumushane. Journal of Economics and Business Studies, 6(12), 81-88.