INFLUENCES OF BEING MEMBERS OF SOCIAL MEDIA BASED BRAND COMMUNITY ON BRAND KNOWLEDGE THROUGH INTEGRATED BRAND COMMUNITY
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Abstract
The main objectives of this research were to study (1) the influences of being members of social media based brand community on the strength of integrated brand community (IBC); (2) the influences of IBC on consumer brand knowledge; and (3) IBC as a mediator variable between being members of social media based brand community and consumers’ brand knowledge. This research collected data from various industries. The research sample consisted of 398 online brand members from Facebook, TIKTOK, and Instagram. This research employed rigorous empirical methods to verify reliability and validity of all measured variables. Results of analysis of the model with structural modeling show that the fit indices of the structural equation model are within the acceptable ranges. The findings statistically suggest that membership in social media based brand communities influences IBC (β = 0.91; p<0.001). Furthermore, IBC also significantly influences consumers’ brand knowledge (β = 0.56; p<0.001). Finally, IBC acts as mediator variable between the two previous variables (Using Bootstrapping technique: indirect β = 0.568; p<0.05). This paper discusses the academic contributions particularly in the concepts of social media based brand communities, dimensions of IBC, and dimensions of brand knowledge. At the end, this research paper provides recommendations to online marketers to establish their brand knowledge—brand awareness and brand image—by promoting their memberships in social media based brand community using consumer centric model to integrate their brand communities.
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