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THE CONSUMER ENGAGEMENT EFFECT ON BRAND LOYALTY - THE MODERATING EFFECTS OF COMMUNITY SATISFACTION

Jelena Stanković et al.

Facta Universitatas: Economics and Organization2025https://doi.org/10.22190/fueo250510013sarticle
ABDC C
Weight
0.50

What the paper says

In the contemporary online environment, building consumer loyalty has become one of the key objectives of every company. An effective approach to achieving this goal is the development of an online brand community, which through the involvement of consumers enables their active communication and formation of brand-related attitudes. In this context, marketing managers recognise the importance of encouraging consumers to actively participate in the community, thereby further strengthening their relationship with the brand and increasing the likelihood of long-term loyalty. This study aims to examine the impact of consumer engagement in online brand communities on key marketing performance: community satisfaction and brand loyalty. Direct relationships were established between consumer engagement in the online brand community, community satisfaction and brand loyalty. The model is based on structural equation modeling (SEM), while the software program AMOS was used to measure SEM. The research results showed that consumer engagement in the online brand community has a statistically significant and positive impact on community satisfaction and brand loyalty. Additionally, it was found that community satisfaction is a predictor of brand loyalty.

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https://doi.org/https://doi.org/10.22190/fueo250510013s

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@article{jelena2025,
  title        = {{THE CONSUMER ENGAGEMENT EFFECT ON BRAND LOYALTY - THE MODERATING EFFECTS OF COMMUNITY SATISFACTION}},
  author       = {Jelena Stanković et al.},
  journal      = {Facta Universitatas: Economics and Organization},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.22190/fueo250510013s},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.