Effects of online brand community on brand loyanty: A case on brand page of zing me socail network sites

Abstract

Duration of time in completing this study is not enough, so that the sample size is not large enough. A larger sample would be expected to show more significant results and recommendation for future research. Although author tried to shorten the questionnaire and revise it to be more proper to the young respondents, however it seemed too long for respondents and many of them could not accomplish the questionnaire. Other limitation of the research is considered to be the research setting and structural model for the research framework. Author could not creative a new framework but the framework in this thesis is the model appropriate for the research. This research thesis studies the existing impacts on online brand community loyalty on Zing Me SNS, these impacts maybe subject to change in the future. This thesis is the new topic and limitation of literature review, so that author will apply concepts and definitions in Jang and colleagues’ study as a proxy for online brand community (brand pages) on Zing Me social network site.