The purpose of this paper is to examine the effects of social media-based brand community (SMBBC) markers on customer-based brand equity (CBBE). Moreover, this research evaluates the mediating effect of brand community commitment and the moderating effect of customer gender.
This research collected data from a questionnaire survey with participants who are members of the Xiaomi Community in Vietnam on Facebook (XCVF). Finally, 512 valid and usable questionnaires were tested by applying the structural equation modeling approach.
On the basis of social identity theory, results showed that three components of brand community markers significantly affect two aspects of CBBE. Moreover, brand community commitment plays a mediating role in the relationship of shared consciousness, ritual and traditions, and CBBE. In addition, the influence of SMBBC on CBBE is stronger for women than for men.
The sample selected is limited to only members of XCVF, so the results may have an inadequate view in comparison with other brand communities. This research can eliminate other important variables that can contribute to this relationship.
This research is among the first studies that have focused on the importance of SMBBC markers on CBBE, the mediating role of brand community commitment and the moderating effect of customer gender.
The authors acknowledge the financial support from Natural Science Foundation Grant of China (71772058, 71602056 and 71402049) and Natural Science Foundation of Hunan Province in China (2018JJ3362). The authors thank the editor and anonymous reviewers of the Marketing Intelligence and Planning for their constructive comments and suggestions.
Hoang, H.T., Wang, F., Ngo, Q.V. and Chen, M. (2020), "Brand equity in social media-based brand community", Marketing Intelligence & Planning, Vol. 38 No. 3, pp. 325-339. https://doi.org/10.1108/MIP-01-2019-0051
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