ปัจจัยที่ส่งผลต่อความผูกพันกับแบรนด์ของผู้บริโภคและความภักดีต่อ แบรนด์ในชุมชนแบรนด์เสมือนจริงบนโซเชียลมีเดียของผู้บริโภคที่ใช้รถกระบะ ในเขตกรุงเทพมหานคร และปริมณฑล
Year: 2022
Type: article
Study design: Observational Study
Abstract: The goals of this study are to 1) compare consumer brand engagement in virtual brand communities on social media by income group and time spent in virtual brand communities; and 2) investigate factors influencing consumer brand engagement and brand loyalty in the virtual brand community on social media. The theory of social identity, the concept of consumer brand commitment, and brand loyalty are applied in this study. 480 questionnaires are collected. The results show that 1) groups with incomes greater than or equal 50,000 baht had a greater influence on brand engagement than those with incomes less than 50,000 baht, and those who spent more time in the virtual brand community were more influential than those who did not. 2) Brand community identity and reward had a significant influence on the consumer's brand engagement. 3) Consumer brand engagement had a significant influence on the quality of the relationship. 4) Consumer brand engagement and relationship quality have a significant positive impact on brand loyalty, and 5) Brand loyalty has a significant positive impact on repurchase intention and word of mouth intention.
Language: Thai
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7215495262