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

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

Abstract

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.

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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
Section
Research Articles

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