Bridging the gap between social media and behavioral brand loyalty

作者：

Highlights：

• This study examined consumer responses in social media networks and brand loyalty.

• Data were collected from 309 panel registrants of an online research panel service.

• Online community identification increased brand-related social media engagement.

• Brand-related social media engagement positively influenced behavioral loyalty.

摘要

•This study examined consumer responses in social media networks and brand loyalty.•Data were collected from 309 panel registrants of an online research panel service.•Online community identification increased brand-related social media engagement.•Brand-related social media engagement positively influenced behavioral loyalty.

论文关键词：Brand loyalty,Customer engagement,Online brand community identification,Professional sports,Social media engagement,Sports fan,Sports marketing

论文评审过程：Received 21 September 2017, Revised 17 February 2018, Accepted 17 February 2018, Available online 21 February 2018, Version of Record 27 February 2018.

论文官网地址：https://doi.org/10.1016/j.elerap.2018.02.005