The Effect of Social Networking Based Brand Communities and Brand Love, on Brand Loyalty

Social networking-based brand communities are developed to provide a platform for those who want to connect with the brand and brand-related information. Now a days, companies understand the choices of customers and struggle hard to retain their loyal customers. The loyal customers play a very influential role in attracting the new customers and generating positive WoM. Positive communication strengthens brand love among its customers. The aim of this research is to check whether these social networking-based brand communities and brand love, have any effect on brand loyalty or not. This research was conducted using an online survey of Samsung Inc. face book community's members and 200 respondents from the District of Gujrat (Pakistan). The results of structure equation model show that brand communities, which are based on social networks, are positively attached with community makers, which means that they have positive effect (share ideas, take part in discussion, satisfied with the brand) and brand love, based on social media, also has positive effect (passionate attachment with brand) and both constructs ultimately contribute towards loyalty.