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International Review on Public and Nonprofit Marketing
Erschienen in: International Review on Public and Nonprofit Marketing 1/2021

12.09.2020 | Original Article

On the relationship between online brand community and brand preference in political market

verfasst von: Saikat Banerjee

Erschienen in: International Review on Public and Nonprofit Marketing | Ausgabe 1/2021

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Abstract

Seeing the rising growth of online brand communities, an increasing number of political parties are investing time, money, and resources into designing and managing online brand communities to gain voters’ attention. Although online brand communities have been recognized as a powerful relationship-building medium, there is a limited study of online political brand community impact in shaping voter behavior. This study has examined relationships among electronic word-of-mouth (eWOM) about a political brand, online political brand community participation, online political brand community commitment, political brand love, and political brand trust in voters’ political brand preferences. The result shows that eWOM about a political brand significantly influence online political brand community participation. Participation strength in online brand communities increases community commitment. The enhanced awareness and knowledge motivate members toward a higher level of preference for the political brand. Political brand love and brand trust mediates the relationship between the brand community and brand preference. The findings may help political marketers understand the role of online political brand communities in shaping voters’ party brand preference and resultant voting behavior. It may further help political marketers to strategize their brand community pages for a better outcome.
Vorheriger Artikel Integrating transactional and relationship marketing: a new approach to understanding destination loyalty
Nächster Artikel Examining social capital and online social support links: a study in online health communities facing treatment uncertainty

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Metadaten
Titel
On the relationship between online brand community and brand preference in political market
verfasst von
Saikat Banerjee
Publikationsdatum
12.09.2020
Verlag
Springer Berlin Heidelberg
Erschienen in
International Review on Public and Nonprofit Marketing / Ausgabe 1/2021
Print ISSN: 1865-1984
Elektronische ISSN: 1865-1992
DOI
https://doi.org/10.1007/s12208-020-00264-1

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