Investigating the factors affecting customer engagement and the influence of customer engagement on brand loyalty in automobile online brand communities

2022-2-10
Bayraktar, Pelin
The purpose of this study is to identify the factors affecting customer engagement dimensions in online brand communities (OBCs) and to investigate the intra- and inter-relationships between engagement and loyalty dimensions. In this study, quantitative and qualitative analyses were combined in order to gain an in depth understanding of the issue. Quantitative data were collected via questionnaires from 721 automobile OBC members and analyzed using structural equation modelling (SEM). Then, a semi-structured interview was conducted to confirm the results of the quantitative study and to investigate the implicit factors and relationships. Overall, it was shown that different dimensions of customer engagement were influenced by different factors. Social identity, social interaction ties, perceived enjoyment, self-image enhancement and perceived usefulness were the key drivers of cognitive engagement. Social identity, altruism, perceived enjoyment and trust were found to influence emotional engagement and social interaction ties, social identity, altruism, remuneration and trust were found to influence behavioral engagement. In addition, the consecutiveness between the dimensions of both customer engagement and brand loyalty were confirmed in the context of automobile OBCs. This study provides insights to managers in order to achieve brand community engagement and brand loyalty and highlights the importance of social, personal and motivational factors to engage customers cognitively, emotionally and behaviorally to OBCs. The effects of different factor groups on each dimension of engagement were investigated in this study. To the best of our knowledge, this is one of the limited studies that suggest customer engagement dimensions as a driver of brand loyalty dimensions.

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Citation Formats
P. Bayraktar, “Investigating the factors affecting customer engagement and the influence of customer engagement on brand loyalty in automobile online brand communities,” Ph.D. - Doctoral Program, Middle East Technical University, 2022.