The influence of online brand community characteristics in Facebook on brand loyalty / Nursaida Alina Mohammad Sairi

Extreme competition in the business environment forces firms to look for the best tactic to attract and create brand loyalty. Online brand community is a strategy used by many firms to maintain brand loyalty. Good implementation of online brand community characteristics strategies will result in qua...

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Main Author:	Mohammad Sairi, Nursaida Alina
Format:	Student Project
Language:	English
Published:	Faculty of Business and Management 2018
Subjects:	Social aspects. Social marketing Telemarketing. Internet marketing Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty
Online Access:	http://ir.uitm.edu.my/id/eprint/21201/ http://ir.uitm.edu.my/id/eprint/21201/1/PPb_NURSAIDA%20ALINA%20MOHAMMAD%20SAIRI%20M%20BM%2018_5.pdf

id	uitm-21201
recordtype	eprints
spelling	uitm-212012018-10-11T08:26:36Z http://ir.uitm.edu.my/id/eprint/21201/ The influence of online brand community characteristics in Facebook on brand loyalty / Nursaida Alina Mohammad Sairi Mohammad Sairi, Nursaida Alina Social aspects. Social marketing Telemarketing. Internet marketing Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty Extreme competition in the business environment forces firms to look for the best tactic to attract and create brand loyalty. Online brand community is a strategy used by many firms to maintain brand loyalty. Good implementation of online brand community characteristics strategies will result in quality built between host of the community members, participants as well as customers and firms. The main study of this research is to investigate the impact of online brand community characteristics in Facebook on brand loyalty. Brand loyalty being a dependent variables in this research and measured by four independent variables which is system quality, rewards, information quality and virtual interactivity. A review of literature was conducted to find out the brand loyalty on online brand community in Facebook. The literature review confirms this relationship. This research is based on 132 respondents which collect in Jalan Hang Tuah, Bandaraya Melaka. Sampling method used in this study is convenience sampling. The data was analysed using correlation coefficient and regression by using SPSS software. The findings claims that are positive relationship between these online brand community characteristics and brand loyalty. Thus, the findings shows that only virtual interactivity has the strongest impact on brand loyalty. Faculty of Business and Management 2018 Student Project NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/21201/1/PPb_NURSAIDA%20ALINA%20MOHAMMAD%20SAIRI%20M%20BM%2018_5.pdf Mohammad Sairi, Nursaida Alina (2018) The influence of online brand community characteristics in Facebook on brand loyalty / Nursaida Alina Mohammad Sairi. [Student Project] (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Social aspects. Social marketing Telemarketing. Internet marketing Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty
spellingShingle	Social aspects. Social marketing Telemarketing. Internet marketing Marketing research. Marketing research companies. Sales forecasting Market surveys. Including brand choice. Brand loyalty Mohammad Sairi, Nursaida Alina The influence of online brand community characteristics in Facebook on brand loyalty / Nursaida Alina Mohammad Sairi
description	Extreme competition in the business environment forces firms to look for the best tactic to attract and create brand loyalty. Online brand community is a strategy used by many firms to maintain brand loyalty. Good implementation of online brand community characteristics strategies will result in quality built between host of the community members, participants as well as customers and firms. The main study of this research is to investigate the impact of online brand community characteristics in Facebook on brand loyalty. Brand loyalty being a dependent variables in this research and measured by four independent variables which is system quality, rewards, information quality and virtual interactivity. A review of literature was conducted to find out the brand loyalty on online brand community in Facebook. The literature review confirms this relationship. This research is based on 132 respondents which collect in Jalan Hang Tuah, Bandaraya Melaka. Sampling method used in this study is convenience sampling. The data was analysed using correlation coefficient and regression by using SPSS software. The findings claims that are positive relationship between these online brand community characteristics and brand loyalty. Thus, the findings shows that only virtual interactivity has the strongest impact on brand loyalty.
format	Student Project
author	Mohammad Sairi, Nursaida Alina
author_facet	Mohammad Sairi, Nursaida Alina
author_sort	Mohammad Sairi, Nursaida Alina
title	The influence of online brand community characteristics in Facebook on brand loyalty / Nursaida Alina Mohammad Sairi
title_short	The influence of online brand community characteristics in Facebook on brand loyalty / Nursaida Alina Mohammad Sairi
title_full	The influence of online brand community characteristics in Facebook on brand loyalty / Nursaida Alina Mohammad Sairi
title_fullStr	The influence of online brand community characteristics in Facebook on brand loyalty / Nursaida Alina Mohammad Sairi
title_full_unstemmed	The influence of online brand community characteristics in Facebook on brand loyalty / Nursaida Alina Mohammad Sairi
title_sort	influence of online brand community characteristics in facebook on brand loyalty / nursaida alina mohammad sairi
publisher	Faculty of Business and Management
publishDate	2018
url	http://ir.uitm.edu.my/id/eprint/21201/ http://ir.uitm.edu.my/id/eprint/21201/1/PPb_NURSAIDA%20ALINA%20MOHAMMAD%20SAIRI%20M%20BM%2018_5.pdf
first_indexed	2023-09-18T23:06:04Z
last_indexed	2023-09-18T23:06:04Z
_version_	1777418491147583488

The influence of online brand community characteristics in Facebook on brand loyalty / Nursaida Alina Mohammad Sairi

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