Mohsen Akbari; parviz Ahmadi; mohadese momeni; mohammad hataminezhad
Volume 6, Issue 1 , March 2020, , Pages 73-108
Abstract
Today, the concept of a brand online community is tied to social media. Social media is an ideal environment for creating brand communities. The online brand community, using these emerging media, enables virtual interaction of fans and engagement, which will also have a significant impact on building ...
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Today, the concept of a brand online community is tied to social media. Social media is an ideal environment for creating brand communities. The online brand community, using these emerging media, enables virtual interaction of fans and engagement, which will also have a significant impact on building brand loyalty. In terms of the purpose of the research is descriptive, in terms of research strategies, descriptive-analytical and correlational and in terms of data collection methods is a questionnaire. The present study was conducted among the users of the social network of Persepolis Sports Club. A total of 411 people participated in this study with the available techniques and the standard questionnaire was provided to them after confirmation of validity and reliability and after completion, for statistical analysis, LISREL software 8.58 and SPSS 20 were used The results show that the four characteristics of the online community of the brand "system quality, information quality, virtual interaction and reward" have a positive effect on people's engagement. Mediator variable analysis showed; The characteristics of the online brand community affect the brand loyalty through engagement. The managers of Persepolis Sports Club should increase the engagement of their fans by promoting the characteristics of the online brand community and create dialogue and bargaining in their online brand communities. In this way, it can make fans loyal to its brand.