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Why do consumers engage in a social media brand community: investigating the effect of psychological empowerment on commitment and loyalty

Mahima Shukla (Department of General Management, Sharda University, Greater Noida, India)
Richa Misra (Department of Decision Science, Jaipuria Institute of Management Noida, Noida, India)
Rahul Gupta (Department of Marketing, Amity University, NOIDA, India)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 25 April 2023

Issue publication date: 31 July 2023

1258

Abstract

Purpose

This study aims to use empowerment theory to examine the relationship between a user's engagement type (active or passive) and psychological empowerment (intrapersonal and interactional) in the context of a social media brand community (SMBC). This study also looks at the impact of psychological empowerment on brand community commitment (CC) and brand loyalty.

Design/methodology/approach

Convenience and snowball sampling were used to select respondents from mobile phone brand communities in India. The conceptual model was tested using structure equation modelling.

Findings

According to the study findings, active user involvement in SMBC is strongly associated to both intrapersonal and interactional empowerment (IE), but passive user engagement is weakly related to IE. Furthermore, customer empowerment and CC have a strong impact on brand CC and brand loyalty.

Practical implications

SMBC is now a significant point of contact for building strong consumer–brand relationships. SMBC members who are actively involved in the community have greater emotional bonding, trust and commitment to the brand. Therefore, social media marketers should encourage their customers to get involved in a brand community and empower them by involving them in brand related decision, etc. This will help the community grow and thrive.

Originality/value

This study addresses a research gap by examining how active and passive members of an SMBC facilitate both focal points of psychological empowerment (intrapersonal and interactional), which increase the brand community's commitment and brand loyalty.

Keywords

Citation

Shukla, M., Misra, R. and Gupta, R. (2023), "Why do consumers engage in a social media brand community: investigating the effect of psychological empowerment on commitment and loyalty", Journal of Consumer Marketing, Vol. 40 No. 6, pp. 734-747. https://doi.org/10.1108/JCM-05-2022-5370

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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