Authors : Jafar Mousavi, Somaiy Maleki Kouhbanani and Hadi Shokouhian Rad
Abstract: The brand communities and social media have much in common with each other. Social media of an ideal environment is for brand society construction. However, a little research has been done on the advantages and consequences of brand societies in social platforms. This study examines this issue by designing a template. The presented template examines the effect of social media on customer-product relationship and customer/brand in brand loyalty. According to the vision of building brand loyalty and brand trust with literature this study aims to investigate the factors influencing brand loyalty in the social media, the Sumsung brand case study was conducted. The importance and necessity of this research is because you can achieve the results obtained in this study for the effects of social media virtual community as a non-native technology to achieve anticipation and plans. Aim of this investigation includes focus on relationship between consumers who use social media. Finally, impact of these relations in brand societies on trust and ultimately brand loyalty. Descriptive-survey methodology was used. Social media users in Tehran City were selected as population of this study. The 384 people were selected randomly by standard questionnaire of Michael Laroch. Validity and reliability of questionnaire were measured. According to results of this research social media impacts significantly on customer-product relationship and customer/brand in brand loyalty. Trust on brand has a mediator role in brand loyalty.
Jafar Mousavi, Somaiy Maleki Kouhbanani and Hadi Shokouhian Rad, 2016. The Effect of Social Media on Customer-Product Relationship and Customer/Brand in Brand Loyalty. International Business Management, 10: 1780-1783.