Publicação
A Study of Social Media Brand Community Impact on Brand Loyalty: Navigating through Brand Crisis
| Resumo: | This study explores the critical role of social media brand communities in mitigating brand crisis and fostering brand loyalty. With the rise of brand crisis in the digital age, understanding how these communities can aid brand recovery is essential for effective brand management. Using Mercadona as a case study, this research examines the relationship between brand recovery efforts, consumer forgiveness, social media engagement, and brand trust and loyalty. The study employs a quantitative approach, utilizing PLS-SEM and Bootstrapping techniques to analyze survey data. The findings confirm that brand trust significantly influences brand loyalty, and social media brand community engagement positively impacts brand trust and loyalty. Moreover, effective brand recovery efforts enhance social media engagement and foster consumer forgiveness, which, in turn, rebuilds brand trust. These insights underscore the importance of transparent communication and proactive engagement strategies in social media brand communities. Practically, the study advises Mercadona to prioritize crisis management strategies, enhance social media engagement, and strengthen internal policies to maintain consumer trust and loyalty. Future research should address the dynamic nature of social media and employ diverse methods to deepen understanding in this field. This research contributes to the existing literature by providing empirical evidence on the strategic use of social media brand communities in brand crisis management. |
|---|---|
| Autores principais: | Louro, Margarida Rente Gloria Vieira |
| Assunto: | Brand Loyalty Brand Trust Recovery Effort Consumer Forgiveness Social Media Brand Communities Brand Crisis SDG 8 - Decent work and economic growth SDG 16 - Peace, justice and strong institutions |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This study explores the critical role of social media brand communities in mitigating brand crisis and fostering brand loyalty. With the rise of brand crisis in the digital age, understanding how these communities can aid brand recovery is essential for effective brand management. Using Mercadona as a case study, this research examines the relationship between brand recovery efforts, consumer forgiveness, social media engagement, and brand trust and loyalty. The study employs a quantitative approach, utilizing PLS-SEM and Bootstrapping techniques to analyze survey data. The findings confirm that brand trust significantly influences brand loyalty, and social media brand community engagement positively impacts brand trust and loyalty. Moreover, effective brand recovery efforts enhance social media engagement and foster consumer forgiveness, which, in turn, rebuilds brand trust. These insights underscore the importance of transparent communication and proactive engagement strategies in social media brand communities. Practically, the study advises Mercadona to prioritize crisis management strategies, enhance social media engagement, and strengthen internal policies to maintain consumer trust and loyalty. Future research should address the dynamic nature of social media and employ diverse methods to deepen understanding in this field. This research contributes to the existing literature by providing empirical evidence on the strategic use of social media brand communities in brand crisis management. |
|---|