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.