2013journal article|115 citations

Drivers and Outcomes of Brand Relationship Quality in the Context of Online Social Networks

Iryna Pentina, Bashar S. Gammoh, Lixuan Zhang, Michael Mallin

International Journal of Electronic Commerce, vol. 17, pp. 63 - 86

Plain Language Summary

This study examines what drives the quality of consumer-brand relationships on social networking platforms and what outcomes result. Self-congruity with the brand, perceived partner quality, and information quality all contribute to stronger brand relationships online. These relationships, in turn, foster brand loyalty and encourage positive word-of-mouth. The social network environment uniquely amplifies these relationship dynamics compared to traditional marketing channels.

Key Findings

Brand relationship quality in online social networks is driven by self-congruity, partner quality, and information quality
Higher brand relationship quality leads to increased brand loyalty, word-of-mouth, and community engagement
The social network context amplifies the effects of brand relationship quality on consumer outcomes
Brand authenticity and transparency are critical for maintaining relationship quality in digital environments