Fostering Consumer–Brand Relationships through social media brand communities

Consumer-brand identification and consumer engagement in social media brand communities (SMBC) are two of the concepts most highlighted recent studies, as benefit facilitators. This study addresses importance these their interaction effect on loyalty fast-moving goods (FMCG) category. The results quantitative show that FMCG, SMBC is driven by information searching, passion, feelings community connection, self-expression community. Consumer consumer-brand have positive impacts trust loyalty. moderating consumer–brand relationship between negative, revealing has a stronger impact when low. showed role powerful communication medium, where brands consumers can meet, reach mutual understanding common needs aspirations.