Analysis on effects of brand community on brand loyalty in the social media: A case study of an online transportation (UBER)

This study investigates effects of brand community in the social media on the customer-centric model (customer relationship with product, brand, company & other customers) and its impact on brand affect, brand trust, and brand loyalty. This study obtained 374 respondents who are followers of UBER brand community in the social media (Facebook and Twitter). Data were analyzed using covariance-based structural equation modeling (CB-SEM) with AMOS 22.0 as an application. The results of this study concluded that brand community in the social media has an impact on the customer-centric model. Brand affect and brand trust is only affected by customer relationship with product, brand, and company but not affected by customer-other customers relationship, and brand affect and brand trust have an impact on attitudinal and behavioral loyalty.