Valley International Journal Digital Library

VIJ Digital library
Articles

Investigating social media-based brand communities engagement’s motives and evangelistic tendencies for football sport’s fans

PDF
  • Dr Mahmoud Fawzy Mohamed,
  • Menna Mohamed Abdelshafy,
  • Ahmed Yehia Ebeid
Dr Mahmoud Fawzy Mohamed
Assistant Professor, Faculty of International Business and Humanities, Egypt- Japan University of Science and Technology and Faculty of Commerce, Damanhour University
Menna Mohamed Abdelshafy
1Teaching Assistant, Faculty of International Business and Humanities, Egypt- Japan University of Science and Technology
Ahmed Yehia Ebeid
Professor of Marketing, Dean of Faculty of International Business and Humanities, Egypt- Japan University of Science and Technology
Published in : International Journal of Scientific Research and Management (IJSRM) , Vol. 11 No. 10 (2023)

Published 2023-10-30

Keywords

  • Brand Engagement, Brand Evangelism, Brand Community motives, Brand Defense

Copyright (c) 2023 Dr Mahmoud Fawzy Mohamed, Menna Mohamed Abdelshafy, Ahmed Yehia Ebeid

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

This study aims to investigate variables that motive brand community engagement. Moreover, explore the mediating role of brand evangelism between brand community engagement and brand defense. The data was collected using quantitative research through an online questionnaire-based survey from 217 active members of certain social media brand communities (SMBCs) which are Facebook and Whatsapp. I chose them because they provide similar functionality. The data was analyzed by using regression analysis. Facebook; for example, adopting instant messaging (IM) features similar to those found in Whatsapp however, the two tools of social media provide different social practices, resulting in different user experiences with the same functionality. Thus, the current research adapted these two tools to add richness to data collection. Respondents are a variety of university students and more than 50 different occupations. The data was analyzed by using multiple regression analysis. The research findings provide a comprehensive analysis of user perceptions and engagement within an entertainment platform across eight dimensions. Users generally hold favorable opinions of the platform, with high ratings for entertainment and information, while self-discovery offers opportunities for improvement. Reliability analysis indicates strong internal consistency among measured items, enhancing data trustworthiness. The correlation matrix underscores significant relationships among dimensions, highlighting their interconnectedness. Kaiser-Meyer-Olkin and Bartlett's Test supports data suitability. Communalities reveal variable significance through PCA. Regression analysis demonstrates the model's effectiveness in explaining engagement variance. Additionally, mediation analysis emphasizes the direct effects of engagement on brand defense, and the indirect one via brand evangelism, contributing to a deeper understanding of user experiences on the platform.

PDF

References

  1. Andries, H., Areros, W.A., & Pio, R.J. (2019). The Influence of Online Community Experience on Brand Image and Brand Engagement in the Formation of Value Co-Creation. Atlantis Press. Manado.
  2. Morgan, C., & Townsend, C. (2022). Why the drive: The utilitarian and hedonic benefits of self-expression through consumption. current opinion in psychology, Volume 46, 2-28.
  3. Hsieh, P.-L., & Wei, S.-L. (2017). Relationship formation within Online Brand Communities: Bridging the virtual and the real. Asia Pacific Management Review, 22(1), 2-9.
  4. Hur, W.-M., Ahn, K.-H., & Kim, M. (2011). Building Brand loyalty through managing Brand community commitment. Management Decision, 49(7), 1194-1213.
  5. Popp, B., Woratschek, H., & Roth, S. (2008). Motives for participation in virtual brand communities. Brighton.
  6. Wirtz, J., et al. (2013). Managing brands and customer engagement in online Brand communities. Journal of Service Management, 24(3), 223-244.
  7. Lee, D., Kim, H.S., & Kim, J.K. (2011). The impact of online brand community type on consumer’s community engagement behaviours: Consumer-created vs. marketer-created online Brand community in online social-networking websites. Cyberpsychology, Behavior, and Social Networking, 14(1/2).
  8. Sharma, P., Sadh, A., Billore, A., & Motiani, M. (2022). Investigating brand community engagement and evangelistic tendencies on social media. Journal of Product & Brand Management, Volume (ISSN 1061-0421), 19-28.
  9. Habibi, M.R., Laroche, M., & Richard, M.-O. (2019). The roles of brand community and community engagement in building Brand trust on social media. Computers in Human Behavior, 37, 152-161.
  10. Chi, H.-H. (2011). Interactive digital advertising vs. virtual Brand community. Journal of Interactive Advertising, 12(1), 44-61.
  11. Khan, M.A.H., Fatima, A., & Matloob, A. (2019). The effect of social media marketing in online fashion apparel with the mediating role of fashion consciousness, Brand consciousness and value consciousness. International Journal of Recent Innovations in Academic Research, 3(9), 65-83.
  12. Madupy, V., & Cooley, D.O. (2010). Antecedents and consequences of online Brand community participation: a conceptual framework. Journal of Internet Commerce, 9(2), 127-147.
  13. Manchanda, P., Packard, G., & Pattabhiramaiah, A. (2013). Social dollars: the economic impact of customer participation in a firm-sponsored online customer community. Marketing Science, 34(3), 367-387.
  14. Kotler, P., & Keller, K. L. (2016). Marketing Management. [Person].
  15. Interbrand. (2018). Best Global Brands. [https://interbrand.com/wp-content/uploads/2018/10/Interbrand_Best_Global_Brands_2018.pdf]
  16. Flanagin, A., & Metzger, M.J. (2001). Internet use in the contemporary media environment. Human Communication Research, 27(1), 153-181.
  17. Haverila, M., McLaughlin, C., Haverila, K. C., & Viskovics, J. (2021). Brand community motives and their impact on brand community engagement: variations between diverse audiences. Management Decision, 59(9),6-23.
  18. Cheung, C.M., Chiu, P.-Y., & Lee, M.K. (2011). Online social networks: why do students use Facebook? Computers in Human Behavior, 27, 1337-1343.
  19. Lampe, C., Wash, R., Velasquez, A., & Ozkaya, E. (2010). Motivations to participate in online communities. Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, Association of Computing Machinery, Atlanta, pp. 1927-1936.
  20. Lee, C.S., & Ma, L. (2012). News sharing in social media: the effect of gratifications and prior experience. Computers in Human Behavior, 28(2), 331-339.
  21. Quan-Haase, A., & Young, A.L. (2010). Uses and gratifications of social media: a comparison of Facebook and instant messaging. Bulletin of Science, Technology and Society, 30(5), 350-361.
  22. Vale, L., & Fernandes, T. (2018). Social media and sports: driving fan engagement with football clubs on Facebook. Journal of Strategic Marketing, 26(1), 37-55.
  23. Hollebeek, L.D., Glynn, M.S., & Brodie, R.J. (2014). Consumer Brand engagement in social media: conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149-165.
  24. Mangold, W.G., & Faulds, D.J. (2009). Social media: the new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.
  25. Coelho, A., Bairrada, C., & Peres, F. (2019). Brand communities’ relational outcomes through brand love. Journal of Product & Brand Management, 28(2), 154-165.
  26. Fournier, S., & Lee, L. (2009). Getting Brand communities right. Harvard Business Review, 87(4), 105-111.
  27. Kumar, J., & Nayak, J.K. (2019). Understanding the participation of passive members in online brand communities through the lens of psychological ownership theory. Electronic Commerce Research and Applications, 36, 1-9.
  28. Kumar, J., & Kumar, V. (2020). Drivers of Brand community engagement. Journal of Retailing and Consumer Services, 54, 1-12.
  29. Baldus, B. J., Voorhees, C., & Calantone, R. (2015). Online brand community engagement: Scale development and validation. Journal of Business Research, 68(5), 978-985.
  30. Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.
  31. Dessart, L., Veloutsou, C. and Morgan-Thomas, A. (2016), “Capturing consumer engagement: duality, dimensionality and measurement”, Journal of Marketing Management, Vol. 2 Nos 5-6, pp. 399-426.
  32. Florenthal, B. (2019), “Young consumers’ motivational drivers of brand engagement behaviour on social media sites: a synthesized U&G and TAM framework”, Journal of Research in Interactive Marketing, Vol. 13 No. 3, pp. 351-391.
  33. Madupu, V. and Cooley, D.O. (2010a), “Antecedents and consequences of online brand community participation: a conceptual framework”, Journal of Internet Commerce, Vol. 9 No. 2, pp. 127-147.
  34. Marticotte, F., Arcand, M. and Baudry, D. (2016), “The impact of Brand evangelism on oppositional referrals towards a rival brand”, Journal of Product & Brand Management, Vol. 25 No. 6, pp. 538-549.
  35. VanMeter, R., Syrdal, H.A., Powell-Mantel, S., Grisaffe, D.B. and Nesson, E.T. (2018), “Don’t just ‘like’ me, promote me: how attachment and attitude influence brand-related behaviours on social media”, Journal of Interactive Marketing, Vol. 43, pp. 83-97
  36. Doss, S.K. (2014), “Spreading the good word’: toward an understanding of brand evangelism”, Journal of Management and Marketing Research, Vol. 14, pp. 1-15.
  37. Matzler, K., Pichler, E.A. and Hemetsberger, A. (2007), “Who is spreading the word? The positive influence of extraversion on consumer passion and brand evangelism,” AMA Winter Educators’ Conference Proceedings, Vol. 18, pp. 25-32.
  38. Schau, H.J., Muñiz, A.M. and Arnould, E.J. (2009), “How brand community practices create value”, Journal of Marketing, Vol. 73 No. 5, pp. 30-51.
  39. Becerra, E.P. and Badrinarayanan, V. (2013), “The influence of brand trust and brand identification on brand evangelism”, Journal of Product & Brand Management, Vol. 22 Nos. 5/6, pp. 371-383.
  40. He, Y., Chen, Q., Lee, R.P., Wang, Y. and Pohlmann, A. (2017), “Consumers’ role performance and Brand identification: evidence from a survey and a longitudinal field experiment”, Journal of Interactive Marketing, Vol. 38, pp. 1-11.
  41. Algesheimer, R., Dholakia, U.M. and Herrmann, A. (2005), “The social influence of brand community: evidence from European car clubs”, Journal of Marketing, Vol. 69 No. 3, pp. 19-34.
  42. Fierro, J.C., Polo, I.M. and Olivan, F.J.S. (2014), “From dissatisfied customers to evangelists of the firm: a study of the Spanish mobile service sector”, BRQ Business Research Quarterly, Vol. 17 No. 3, pp. 191-204.