The impact of online brand community markers on consumer brand engagement: studying the moderating role of gender

Abstract EN

Nowadays, online brand communities are considered an important tool for building strong successful brands.

This study aims to uncover the influence of brand community based on social media markers; shared consciousness, rituals and traditions and moral responsibility on consumer brand engagement, that consequently affects brand trust and brand loyalty.

Using an online questionnaire of 178 responses collected from consumers who are members of online brand communities on different social media channels.

Partial Least Square - Structural Equation Modeling was used to analyse the data, the results revealed the significant positive impact of brand community on the three markers.

The findings also suggest the positive effects of rituals and traditions and moral responsibility on consumer brand engagement.

The moderation of gender was supported on examined relationships.

Consumer brand engagement exert positive significant impact on brand trust and enhance long-term relationships.

Important theoretical and managerial implications on building brand communities and consumer brand engagement can be drawn from the study findings.