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A Study of Social Media Brand Community Impact on Brand Loyalty: Navigating through Brand Crisis
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Orientador(es)
Resumo(s)
This study explores the critical role of social media brand communities in mitigating
brand crisis and fostering brand loyalty. With the rise of brand crisis in the digital age,
understanding how these communities can aid brand recovery is essential for effective
brand management. Using Mercadona as a case study, this research examines the
relationship between brand recovery efforts, consumer forgiveness, social media
engagement, and brand trust and loyalty. The study employs a quantitative approach,
utilizing PLS-SEM and Bootstrapping techniques to analyze survey data. The findings
confirm that brand trust significantly influences brand loyalty, and social media brand
community engagement positively impacts brand trust and loyalty. Moreover, effective
brand recovery efforts enhance social media engagement and foster consumer
forgiveness, which, in turn, rebuilds brand trust. These insights underscore the
importance of transparent communication and proactive engagement strategies in social
media brand communities. Practically, the study advises Mercadona to prioritize crisis
management strategies, enhance social media engagement, and strengthen internal
policies to maintain consumer trust and loyalty. Future research should address the
dynamic nature of social media and employ diverse methods to deepen understanding
in this field. This research contributes to the existing literature by providing empirical
evidence on the strategic use of social media brand communities in brand crisis
management.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Brand Loyalty Brand Trust Recovery Effort Consumer Forgiveness Social Media Brand Communities Brand Crisis SDG 8 - Decent work and economic growth SDG 16 - Peace, justice and strong institutions