Evaluating factors of brand community on social media and its effects on brand loyalty - the case of Mystery Hunting's Face Book fan page

Abstract

The research aims to evaluate the factors of brand community on social media and it’s effect on brand loyalty by using an already developed model in the real context of Mystery Hunting Facebook’s fan page.

This research has been studied from March 2013 to May 2013 in Ho Chi Minh City. After related theories and former research were reviewed, the research framework which developed from the model “the effect of brand community on social media” of M.Laroche in 2012 was used to discuss in the first individual interview. Afterwards, the model is adjusted by adding and removing some items to be more suitable with the situation of Mystery Hunting Facebook’s fan page in this study and applied into questionnaire design in data colleting stage.

Then, 100 surveys and 70 online surveys were collected and analyzed by SPSS software. The final results come up with 2 components of value creation practices of brand community on social media that contributing to brand trust and brand loyalty of Mystery Hunting. They are COMMUNITY ENGAGEMENT and IMPRESSION MANAGEMENT.

Although there are limitations of this study, this study is hoped to contribute implications for brand manager generally and Mystery Hunting brand manager particularly in order to improve brand loyalty level of brand community on social media