Are Facebook brand community members truly loyal to the brand?

作者：

Highlights：

• Investigates two Facebook brand communities and their relationship with loyalty.

• Community commitment is associated with community promotion behavior and loyalty.

• Community promotion behavior is associated with different types of loyalty.

• User activity in Facebook has little or no effect on brand loyalty.

摘要

•Investigates two Facebook brand communities and their relationship with loyalty.•Community commitment is associated with community promotion behavior and loyalty.•Community promotion behavior is associated with different types of loyalty.•User activity in Facebook has little or no effect on brand loyalty.

论文关键词：Brand community commitment,Community promotion behavior,Attitudinal loyalty,Repurchase intention,Word-of-mouth

论文评审过程：Available online 1 June 2015, Version of Record 1 June 2015.

论文官网地址：https://doi.org/10.1016/j.chb.2015.05.031