The relationships between uses and gratifications in an online brand community and brand loyalty

E, Pei Ven (2018) The relationships between uses and gratifications in an online brand community and brand loyalty. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The purpose of this quantitative research was to explore how participation in online brand communities on a social media platform influences brand loyalty from the perspective of members towards nationally branded apparel, shoes, and accessories. The effects on variables closely linked to uses and gratification of online brand community (entertainment seeking; information seeking; convenience seeking; socializing seeking and self-status seeking) towards brand loyalty (brand related attitude and behavior) are examined. Analysis of data collected from 400 consumers major at Malacca state, reveals that individual motivations relate more strongly to participation in the online brand community. Community members with higher levels of browsing and participation do show purchase intention or loyalty towards the brand. The findings from the research show value in the use of online branded communities to promote a brand and foster brand loyalty. Additionally, a branded community can be another channel to provide support to customers and feedback to the company. This research advances the practical and theoretical understanding of the relationships between need uses gratifications of online branded community and brand loyalty to creates, maintains, and encourages customer brand relationships.

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