The effects of value co-creation practices on building harmonious brand community and achieving brand loyalty on social media in China

  • Luo N
  • Zhang M
  • Liu W
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Social media activities generated by consumers in brand communities are claimed to have a potentially game-changing impact on interaction among brand entities and brand building. In this article, we explore whether value co-creation practices in brand community have positive effects on the consumer-brand and consumer-other consumers' relationships, as well as, community commitment and brand loyalty. A survey based empirical study with 286 respondents was conducted. The results of structural equation modeling show that four value co-creation practices positively influence consumer-other consumers' relationships and only two of the four positively influence consumer-brand relationships. The consumer-brand-consumer triad relationships could significantly enhance brand loyalty directly, as well as indirectly through community commitment. Finally, theoretical and managerial implications are discussed.

Author-supplied keywords

  • Brand community
  • Brand loyalty
  • Community commitment
  • Consumer-brand-consumer triad
  • Social media
  • Value co-creation practices

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