THE INFLUENCES OF BRAND POSTS & FLOW ON FACEBOOK PAGE USERS’ BRAND LOYALTY WITH ONLINE BRAND COMMUNITY AS A MEDIATOR
Keywords:
Brand Posts, Online Brand Community, Flow, Loyalty, Facebook PageAbstract
This empirical research aims to study and test its structural equation model with brand posts including information posts, entertainment posts, remuneration posts, and social posts acting & flow as independent variables toward brand loyalty as dependent variable whereas online brand community acts as the mediator. The target respondents are current users who have participated in Under Armour’s Facebook for at least a month. Altogether, 377 samples participate in this study. Structural equation model provides acceptable fit indices (Chi-square = 438.438, Probability level = 0.00, CMIN/DF = 1.661, RMR = 0.027, RMSEA = 0.042, GFI = 0.916, CFI = 0.957). The model confirms that Facebook posts and flows influence brand loyalty only when online community contributes as their mediator to the relationships. At the end, this research discusses practical implications for online marketers to use Facebook posts and flow as marketing tools to strengthen online brand community and brand loyalty.
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