Enhancing brand loyalty through online brand communities: the role of community benefits

Purpose This study aims to examine members' perceptions of interactivity in brand communities on social networking sites in the Super Basketball League (SBL) context in Taiwan. Design/methodology/approach The proposed model was empirically evaluated using survey data collected from 332 followers of the SBL teams' Facebook pages on their perceptions of brand communities. Structural equation modeling was used to examine the relationships in the research model. Findings The results suggest significant relationships between perceived interactivity and community benefits, including special treatment, social influence, sense of membership and the notion that community satisfaction has a strong and positive effect on brand loyalty. Both social influence and a sense of membership positively affect community satisfaction. However, special treatment negatively affects community satisfaction. Perceived interactivity positively affects a sense of membership and social influence, which, in turn, positively affect community satisfaction. Originality/value This study examines the effects of members' perceived interactivity and community benefits. The results significantly advance the understanding of the antecedents of members' loyalty to specific brands. The study offers insights into practical ways of improving community satisfaction and brand loyalty by running brand communities on social networking sites. The findings also augment the theory of brand management.