| SMART JOURNAL OF BUSINESS MANAGEMENT STUDIES |
VOL. 10 |
NO. 2 |
PAPER 2 |
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THE EFFECT OF SOCIAL NETWORKING BASED BRAND COMMUNITIES AND BRAND LOVE, ON BRAND LOYALTY
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| Mirza Ashfaq Ahmed* Alina Ahsan** and Umair Majeed***
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| * Assistant Professor, Department of Management Sciences, University of Gujrat, Pakistan
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| ** MBA Scholar, Department of Management Sciences, University of Gujrat, Pakistan
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| *** MBA Scholar, Department of Management Sciences,
University of Gujrat, Pakistan
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| Social networking-based brand communities are developed to provide a platform for those who want to connect with the brand and brand-related information. The aim of this research is to check whether these social networking-based brand communities and brand love, have any effect on brand loyalty or not. This research was conducted using an online survey of Samsung Inc. face book community’s members. The results of structure equation model show that brand communities, which are based on social networks, are positively attached with community makers, which means that they have positive effect (share ideas, take part in discussion, satisfied with the brand) and the brand love, based on social media, also has positive effect (passionate attachment with brand) and the both constructs ultimately contribute towards loyalty. |
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