Effect of brand communities on consumer engagement and trust
Evidence from mobile phone brands’ Facebook pages in Burundi
Keywords:Facebook brand Communities, Brand engagement, brand trust.
The use of Facebook as a social media platform has been cited to revolutionize the performance of different brand and firms globally. The performance of the products and brands has been attributed to the creation of Facebook media brand communities, whose level of engagement influences consumer product outcomes. This study attempted to establish to what extend Facebook social media brand communities and brand engagement on brand trust. The study established that the three attributes of Facebook brand communities positively influenced consumer brand engagement (shared consciousness (?=1.52, p=0.001), shared rituals (?=1.44, p=0.001), obligations to society (?=2.11, p=0.001). The study further established that social media brand engagement positively influenced brand trust. The study recommends that firms should effectively increase their product and brand promotion and engagement through Facebook.
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Copyright (c) 2020 Jeanine Niyonkomezi, Juniter Kwamboka
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