Factors Influencing Brand Community Commitment in Social Media: Evidence in Malaysia

Online brand communities (OBC) play an important role in influencing others’ customer perception toward a brand. The advance of technology such as social media gives an opportunity to OBC to communicate with other members and give reactions to the brand. The positive reaction from OBC indirectly gives a positive perception in the customer’s mind, but the negative feeling can tarnish the brand image with just one click. This study examines the relationship between brand love, brand trust, brand experience, and brand community commitment. The quantitative study and online surveys via Facebook have been used, and the respondent was selected using random sample technique. Data were analyzed using SPSS to assess the relationship between each variable. A survey among 386 OBC reveals that brand love, brand trust, and brand experience play a vital role in influencing brand community commitment. OBCs who commit to the brand community are willing to share opinions with other members and continue relationships with the companies. Implication and research suggestions are further highlighted for future studies