Building brand loyalty through user engagement in online brand communities in social network sites - The case of Dove Vietnam
Abstract
The appearance of social media tools has created several considerable changes to the
digital marketing and become one of the smart marketing strategies that most
businesses are chasing in order to be a part of actively online network of people and
gain its according advantages in the cyber era. This new technological development
helps the firms to facilitate the connection between sellers and buyers, and empower
the roles of social media users. As friends can gather in public places, coffee shops
or restaurants, groups of users get together and communicate through various social
networking sites and other websites where they are enable to socialize and sharing
their experience, ideas and advice. Indeed, a company utilization of online brand
communities can widely enhance knowledge about customer needs, desires,
preference and their feedbacks. The purpose of this paper is to explore the concept of
user engagement in the context of online brand communities and then to give
explanations how brand loyalty is influenced by the user engagement.