Abstract
As social media has developed in the past two decades, researchers have been investigating how to build brand loyalty on social media platforms. However, there is a lack of comprehensive review on the findings of studies in this area. The purpose of this study is to identify research gaps and inform future research directions by conducting a field examination on the scholarship of building brand loyalty on social media. The study reviewed a total of 86 papers on building brand loyalty using social media published between 2009 and 2020. The results revealed five clusters of theories applied in this stream of scholarship, namely consumer self-identity and consumption style theories, brand community-related theories, decision-making theories, theories focused on communication medium, and relationship-based theories. Moreover, we identified eight major antecedents and five consequences of brand loyalty in the context of social media communities. Applying Oliver’s (1999) four-phase loyalty framework, we consolidate eleven categories of brand loyalty measurements and propose a framework of loyalty dimensions and its antecedents and consequences. Researchers who intend to conduct a brand loyalty study may find the examples of the measurement items summarized in this study useful for their research.
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Appendix A List of publication outlets
Appendix A List of publication outlets
Journal type | List of journals |
|---|---|
Management | Academy of Strategic Management Journal |
Asia Pacific Management Review | |
Economics and Management | |
European Journal of International Management | |
Global Management Journal for Academic and Corporate Studies | |
International Journal of Business and Management | |
International Journal of Information Management | |
International Journal of Innovation, Management and Technology | |
IOSR Journal of Business and Management | |
Journal of Air Transport Management | |
Journal of Brand Management | |
Journal of Enterprise Information Management | |
Journal of Product and Brand Management | |
Business and Management Studies: An International Journal | |
Hospitality, Tourism and Sports | Cornell Hospitality Quarterly |
International Journal of Hospitality and Tourism Administration | |
International Journal of Sport Communication Journal of Hospitality and Tourism Management | |
Journal of Hospitality and Tourism Technology | |
Sport Management Review | |
Tourism management | |
Tourism Review | |
E-commerce | Electronic Commerce Research and Applications |
International Journal of Electronic Commerce | |
International Journal of Mobile Marketing | |
Journal of Broadcasting and Electronic Media | |
Journal of Electronic Commerce Research | |
Journal of Interactive Marketing | |
Computers in Human Behavior | |
Internet Research | |
Retail and Fashion | Journal of Business and Retail Management Research |
Journal of Fashion Marketing and Management | |
Journal of Retailing and Consumer Services | |
Marketing | Academy of Marketing Studies Journal |
Asia Pacific Journal of Marketing and Logistics | |
International Journal of Bank Marketing | |
International Journal of Marketing and Business Communication | |
International Journal of Marketing Studies | |
Journal of Business and Industrial Marketing | |
Journal of Global Academy of Marketing Science | |
Journal of Marketing Analytics Journal of Marketing Management | |
Journal of Marketing Theory and Practice | |
Journal of Services Marketing | |
Journal of Strategic Marketing | |
Journal of the Academy of Marketing Science | |
Marketing Intelligence and Planning | |
Recherche et Applications en Marketing | |
The Journal of Business and Industrial Marketing | |
Conference proceeding | Academy of Marketing Conference Proceeding |
Global Conference on Business and Economics … | |
Procedia-Social and Behavioral Sciences | |
Proceedings of the Academy of Marketing Science | |
Other | Asian Social Science |
Social Science Research Network (SSRN) 2,413,909 | |
Benchmarking: An International Journal | |
Brazilian Administration Review | |
Business and Economics Research Journal | |
Business Horizons | |
Data in brief | |
Economic Computation and Economic Cybernetics Studies and Research | |
Information Technology and People | |
International Journal of Academic Research in Business and Social Sciences | |
Journal of Business Research | |
Master Thesis | |
Review of Integrative Business and Economics | |
Revista Pensamento Contemporâneo em Administração (English edition) | |
The Journal of Behavioral Science |
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Jai, T.C., Tong, X. & Chen, H.S. Building brand loyalty on social media: theories, measurements, antecedents, and consequences. J Brand Manag 29, 35–57 (2022). https://doi.org/10.1057/s41262-021-00252-8
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DOI: https://doi.org/10.1057/s41262-021-00252-8