The full text of this article
The role of sense of community in brand online social networking
by Jewon Lyu; Heejin Lim
International Journal of Web Based Communities (IJWBC), Vol. 14, No. 2, 2018
Abstract: This study is designed to examine the role of a sense of community in brand online social networking (BOSN). In particular, this study explores the sense of community model from community psychology in the context of social media marketing (e.g., Facebook), and several antecedents are examined. The data was collected based on an online self-administered survey (n = 466) and analysed with the structural equation modelling to test the measurement model and suggested hypotheses. The results demonstrate that perceived social support and overall self-brand connection as a predictor of building a sense of online brand community, which, in turn, leads to an increase in brand commitment. Consumers' engagement in the brand community is found to strengthen the relationship between one's sense of community and brand commitment. Findings from this study are expected to contribute to the extant literature of brand community by highlighting the relational nature of online brand social network.
Online publication date: Wed, 06-Jun-2018
is only available to individual subscribers or to users at subscribing institutions.
Go to Inderscience Online Journals to access the Full Text of this article.
Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.
Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Web Based Communities (IJWBC):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable).
See our Orders page to subscribe.
If you still need assistance, please email firstname.lastname@example.org