The Effect of Online Brand Community Experience on Brand Evangelism: Case Study of Facebook Group for Car Brands
This study aims to investigate brand evangelism as the result of brand community experience in social media through creation of brand community commitment, brand trust, and brand commitment. It expands the theoretical understanding of brand experience and brand evangelism concepts through the development of a model to explain the role of online brand community experience in creating brand community commitment, brand trust, and brand commitment, leading to brand evangelism. Online survey was conducted to collect data from members of two Facebook groups for two brands of SUV and crossover car in Thailand. Purposive sampling was used to select qualified respondents who are active members of the group, current customers of the brand, and have consumed adequate brand experiences in Facebook group. The total of 398 usable responses were collected and analyzed by using structural equation modeling. The results suggest that holistic online brand community experience positively influences brand community commitment leading to brand trust, which then results in brand commitment. Brand commitment positively affects brand evangelism. However, brand trust does not significantly influence brand evangelism. It positively influences brand commitment which then leads to brand evangelism.