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How Social Media Marketing Enhances Brand Communities Engagement: Developing an Integrated Model Using S-O-R Paradigm

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Transfer, Diffusion and Adoption of Next-Generation Digital Technologies (TDIT 2023)

Part of the book series: IFIP Advances in Information and Communication Technology ((IFIPAICT,volume 697))

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Abstract

The purpose of this study is to investigate the various dimensions that lead to the enhancement of brand community engagement. Furthermore, the study intends to investigate the indirect relationship between social media marketing activities and brand community engagement by investigating the parallel mediating roles of information quality, system quality, and service quality, ultimately influencing brand loyalty. A purposive sampling technique was used to collect the data from individuals actively involved in following brand community of various brands on social media. The data was collected using a structured questionnaire, and the analysis was carried out using structural equation modelling in SPSS 20 and AMOS 22. The outcomes of the study demonstrated a substantial relationship between social media marketing activities, information quality, system quality, service quality, brand community engagement, and brand loyalty. Furthermore, the study discovered a significant parallel mediation effect, revealing the indirect impact between social media marketing activities and brand community engagement. Lastly, the study’s findings and their implications are thoroughly evaluated.

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Authors and Affiliations

  1. School of Management Studies, Motilal Nehru National Institute of Technology Allahabad, Prayagraj, India

    Shubhi Changani & Rakesh Kumar

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  1. Shubhi Changani
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  2. Rakesh Kumar
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Correspondence to Shubhi Changani .

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Editors and Affiliations

  1. IIM Nagpur, Nagpur, India

    Sujeet K. Sharma

  2. Swansea University, Swansea, UK

    Yogesh K. Dwivedi

  3. IIM Nagpur, Nagpur, India

    Bhimaraya Metri

  4. University of Bradford, Bradford, UK

    Banita Lal

  5. Royal Holloway, University of London, Egham, UK

    Amany Elbanna

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Changani, S., Kumar, R. (2024). How Social Media Marketing Enhances Brand Communities Engagement: Developing an Integrated Model Using S-O-R Paradigm. In: Sharma, S.K., Dwivedi, Y.K., Metri, B., Lal, B., Elbanna, A. (eds) Transfer, Diffusion and Adoption of Next-Generation Digital Technologies. TDIT 2023. IFIP Advances in Information and Communication Technology, vol 697. Springer, Cham. https://doi.org/10.1007/978-3-031-50188-3_27

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  • DOI: https://doi.org/10.1007/978-3-031-50188-3_27

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