On the relationship between online brand community and brand preference in political market
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On the relationship between online brand community and brand preference in political market Saikat Banerjee 1 Received: 16 June 2020 / Accepted: 7 September 2020/ # Springer-Verlag GmbH Germany, part of Springer Nature 2020
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. Keywords Political brand . Online brand community . Electronic word-of-mouth (eWOM)
. Brand love . Brand trust . Brand preference He has contributed research papers and articles in well-known journals like Journal of Business Research, Journal of Brand Management, Marketing Intelligence & Planning, Journal of Product & Brand Management, Asia Pacific Journal of Marketing & Logistics, Place Branding and Public Diplomacy, Journal of Political Marketing, Asian Journal of Political Science, European Business Review, Cross Cultural Management-An International Journal, Health Marketing Quarterly, Journal of Food Products Marketing, Journal of Medical Marketing, International Journal of Pharmaceutical and Health Care Marketing, International Journal of E-Health and Medical Communications, Journal of Research in Marketing and Entrepreneurship, Journal of Asia Entrepreneurship and Sustainability, The Marketing Review, Journal of Asia Business Studies, International Journal of Commerce and Management, South Asian Journal of Management. His areas of interest are Brand Management and Consumer Behavior. (ORCID ID: https:// orcid.org/0000-0001-8883-0903)
* Saikat Banerjee [email protected]; [email protected] Extended author information available on the last page of the article
S. Banerjee
1 Introduction Globally, the internet turns as a natural medium for alternative and digital ways of political participation. T
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