Analysis on effects of brand community on brand loyalty in the social media: A case study of an online transportation (UBER)

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

3 Citations (Scopus)

Abstract

This study investigates effects of brand community in the social media on the customer-centric model (customer relationship with product, brand, company & other customers) and its impact on brand affect, brand trust, and brand loyalty. This study obtained 374 respondents who are followers of UBER brand community in the social media (Facebook and Twitter). Data were analyzed using covariance-based structural equation modeling (CB-SEM) with AMOS 22.0 as an application. The results of this study concluded that brand community in the social media has an impact on the customer-centric model. Brand affect and brand trust is only affected by customer relationship with product, brand, and company but not affected by customer-other customers relationship, and brand affect and brand trust have an impact on attitudinal and behavioral loyalty.

Original languageEnglish
Title of host publication2016 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages239-244
Number of pages6
ISBN (Electronic)9781509046294
DOIs
Publication statusPublished - 6 Mar 2017
Event8th International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016 - Malang, Indonesia
Duration: 15 Oct 201616 Oct 2016

Publication series

Name2016 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016

Conference

Conference8th International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016
Country/TerritoryIndonesia
CityMalang
Period15/10/1616/10/16

Keywords

  • AMOS
  • CB-SEM
  • brand affect
  • brand community
  • brand loyalty
  • brand trust
  • customer-centric

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