ISSN: 2222-6990
Open access
Social media has become new platform for customer interact and get information about brand. The advance of the technology also indirectly changes the way companies share information about the new brand and communicate with the customers. However, the reaction from customer in social media also will be the risk to the companies in order to maintain brand reputation and sustain in the market. Due this issue, this study examines the relationship between brand love, brand identification, and brand trust on customer citizenship behaviour (CCB) as well as the mediating effect of brand trust in the relationship between brand love and brand identification on CCB. The quantitative study method was chosen for the data collection phase. The data collection process is accomplished using online surveys via Facebook and was use random sampling technique. All gathered data have been analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) 3. Survey among 361 OBC reveals that brand love, brand identification and brand trust play a vital role in influencing brand trust and CCB. Brand trust also mediates the relationship between brand love and brand identification on CCB. Implication and research suggestions are further highlighted for future studies.
Albert, N., & Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30 (3), 258-266.
Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of marketing, 69 (3), 19-34.
Anaza, N. A. (2014). Personality antecedents of consumer citizenship behaviours in online shopping situations. Psychology & Marketing, 31(4), 251-263.
Anaza, N. A., & Zhao, J. (2013). Encounter-based antecedents of e-consumer citizenship behaviours. Journal of Services Marketing, 27(2), 130-140.
Anim-Wright, K., & Amartey, R. (2024). The Effect of Customer Citizenship Behavior and Customer Entitlement. International Journal of Business and Management, 19(2), 129-129.
Bae, B. R., & Kim, S. E. (2023). Effect of brand experiences on brand loyalty mediated by brand love: the moderated mediation role of brand trust. Asia Pacific Journal of Marketing and Logistics, 35(10), 2412-2430.
Bernama, (2024). New media challenges require digital literacy skills. Retrieved fromhttps://www.bharian.com.my/berita/nasional/2024/05/1248010/cabaran-media-baharu-tuntut-kemahiran-literasi-digital#google_vignette
Blau, P. M. (1964). Exchange and Power in Social Life, Wiley, New York, NY.
Brown, J., Broderick, A. J., & Lee, N. (2007). Word of mouth communication within online communities: Conceptualizing the online social network. Journal of interactive marketing, 21(3), 2-20.
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing letters, 17(2), 79-89.
Chin, W. W. (1998). Commentary: Issues and opinion on structural equation modeling. MIS Quarterly.
Cuong, D. T. (2020). The effect of brand identification and brand trust on brand commitment and brand loyalty at shopping malls. International Journal of Advanced Science and Technology, 29(7), 695-706.
Curth, S., Uhrich, S., & Benkenstein, M. (2014). How commitment to fellow customers affects the customer-firm relationship and customer citizenship behaviour. Journal of Services Marketing, 28(2), 147-158.
Davis, A. (2016). How GM Uses Social Media to Improve Cars and Customer Service. Retrieved from https://hbr.org/2016/02/how-gm-uses-social-media-toimprove-cars-and-customer-service
Delgado-Ballester, E. (2004). Applicability of a brand trust scale across product categories: A multigroup invariance analysis. European Journal of Marketing, 38(5/6), 573-592
Elbedweihy, A. M., Jayawardhena, C., Elsharnouby, M. H., & Elsharnouby, T. H. (2016). Customer relationship building: The role of brand attractiveness and consumer–brand identification. Journal of Business Research, 69(8), 2901- 2910.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
Füller, J., Matzler, K., & Hoppe, M. (2008). Brand community members as a source of innovation. Journal of Product Innovation Management, 25(6), 608-619.
Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. The Journal of Marketing, 70-87.
Gefen, D., Straub, D., & Boudreau, M. C. (2000). Structural equation modeling and regression: Guidelines for research practice. Communications of the association for information systems, 4(1), 7.
Gold, A. H., Malhotra, A., & Segars, A. H. (2001). Knowledge management: An organizational capabilities perspective. Journal of management information systems, 18(1), 185-214
Groth, M. (2005). Customers as good soldiers: Examining citizenship behaviours in internet service deliveries. Journal of management, 31(1), 7-27.
Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102.
Ho, C. W. (2014). Consumer behaviour on Facebook: does consumer participation bring positive consumer evaluation of the brand? EuroMed Journal of Business, 9(3), 252-267.
Hsu, L. C., Chih, W. H., & Liou, D. K. (2015). Understanding community citizenship behaviour in social networking sites: An extension of the social identification theory. Industrial Management & Data Systems, 115(9), 1752-1772.
Hsu, S. H. Y., & Yen, H. R. (2016). Predicting good deeds in virtual communities of consumption: The cross-level interactions of individual differences and member citizenship behaviours. Internet Research, 26(3), 689-709.
Hsu, Y. L. (2012). Facebook as international eMarketing strategy of Taiwan hotels. International Journal of Hospitality Management, 31(3), 972-980.
Hu, K. C., Lu, M., Huang, F. Y., & Jen, W. (2017). Click “like” on Facebook: The effect of customer-to-customer interaction on customer voluntary performance for social networking sites. International Journal of Human–Computer Interaction, 33(2), 135-142.
Hung, H. Y., & Lin, T. L. (2015). A moderated mediation model of consumers' role behaviours in brand community. Asia Pacific Management Review, 20(3), 191- 200.
Hur, W. M., Ahn, K. H., & Kim, M. (2011). Building brand loyalty through managing brand community commitment. Management Decision, 49(7), 1194-1213.
Inversini, A., & Masiero, L. (2014). Selling rooms online: the use of social media and online travel agents. International Journal of Contemporary Hospitality Management, 26(2), 272-292.
Islam, J. U., & Rahman, Z. (2016). Linking customer engagement to trust and word-ofmouth on Facebook brand communities: An empirical study. Journal of Internet Commerce, 15(1), 40-58.
Ismail, A. R., & Melewar, T. C. (2015). Binational study of the impact of brand image, brand personality and brand love on word of mouth: The case of fashion brands in UK and Switzerland. In Marketing Dynamism & Sustainability: Things Change, Things Stay the Same… (pp. 462-471). Springer, Cham.
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of marketing communications, 15(2-3), 139-155.
Khan, C., Ullah, L., & Shah, T. A. (2024). Role of Customer Trust and Loyality in Linking CSR& Customer Citizenship Behaviour in Banking Sector. Gomal University Journal of Research, 40(1), 64-78.
Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30, 607-610.
Kudeshia, C., Sikdar, P., & Mittal, A. (2016). Spreading love through fan page liking: A perspective on small scale entrepreneurs. Computers in Human Behaviour, 54, 257-270.
Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134-148.
Lee, C. H., & Kim, H. R. (2022). Positive and negative switching barriers: promoting hotel customer citizenship behaviour through brand attachment. International Journal of Contemporary Hospitality Management, 34(11), 4288-4311.
Lin, M. Q., & Lee, B. C. (2012). The influence of website environment on brand loyalty: Brand trust and brand affect as mediators. International Journal of Electronic Business Management, 10(4), 308.
Liu, Y., Lu, X., Xiong, Z., Wang, B., Yao, Z., & Luo, L. (2024). Exploring community satisfaction, identification and reciprocity norm for customer value co-creation: insights from virtual brand communities. Asia Pacific Journal of Marketing and Logistics.
Mabkhot, H. A., Shaari, H., & Salleh, S. M. (2017). The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study. Jurnal Pengurusan (UKM Journal of Management).
Madadi, R., Torres, I. M., & Zúñiga, M. Á. (2021). Hierarchical relationships among brand equity dimensions: The mediating effects of brand trust and brand love. Services Marketing Quarterly, 42(1-2), 74-92.
Mael, F., & Ashforth, B. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of organizational Behaviour, 13(2), 103-123.
Mandl, L., & Hogreve, J. (2020). Buffering effects of brand community identification in service failures: The role of customer citizenship behaviors. Journal of Business Research, 107, 130-137.
Mazzarol, T., Sweeney, J. C., & Soutar, G. N. (2007). Conceptualizing word-of-mouth activity, triggers and conditions: an exploratory study. European Journal of Marketing, 41(11/12), 1475-1494
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The journal of marketing, 20-38.
Mpinganjira, M. (2016). Antecedents of citizenship behaviour in online customer communities: An empirical investigation. South African Journal of Information Management, 18(2), 1-9
Munnukka, J., Karjaluoto, H., & Tikkanen, A. (2015). Are Facebook brand community members truly loyal to the brand? Computers in Human Behaviour, 51, 429- 439.
Naheen, F., & Elsharnouby, T. H. (2024). You are what you communicate: on the relationships among university brand personality, identification, student participation, and citizenship behaviour. Journal of Marketing for Higher Education, 34(1), 368-389.
Nguyen, H., Groth, M., Walsh, G., & Hennig?Thurau, T. (2014). The impact of service scripts on customer citizenship behavior and the moderating role of employee customer orientation. Psychology & Marketing, 31(12), 1096-1109.
Oliveira, T., Araujo, B., & Tam, C. (2020). Why do people share their travel experiences on social media?. Tourism Management, 78, 104041.
Organ, D. W. (1988). Organizational citizenship behaviour: The good soldier syndrome. Lexington Books/DC Heath and Com. Retrieved from https://www.jstor.org/stable/258426?seq=1#page_scan_tab_contents
Park, J., Hyun, H., & Thavisay, T. (2021). A study of antecedents and outcomes of social media WOM towards luxury brand purchase intention. Journal of Retailing and Consumer Services, 58, 102272.
Ramayah, T., Lee, J. W. C., & In, J. B. C. (2011). Network collaboration and performance in the tourism sector. Service Business, 5(4), 411-428.
Reitsamer, B. F., Stokburger-Sauer, N. E., & Kuhnle, J. S. (2024). How and when effective customer journeys drive brand loyalty: the role of consumer-brand identification. Journal of Service Management, 35(6), 109-135.
Rosenbaum, M. S., & Massiah, C. A. (2007). When customers receive support from other customers: Exploring the influence of intercustomer social support on customer voluntary performance. Journal of Service Research, 9(3), 257-270.
Roy, S. K., Eshghi, A., & Sarkar, A. (2013). Antecedents and consequences of brand love. Journal of Brand Management, 20(4), 325-332.
Sarkar, A., & Sreejesh, S. (2014). Examination of the roles played by brand love and jealousy in shaping customer engagement. Journal of Product & Brand Management, 23(1), 24-32.
Schembri, S., Merrilees, B., & Kristiansen, S. (2010). Brand consumption and narrative of the self. Psychology & marketing, 27(6), 623-637.
Shaari, H., & Ahmad, I. S. (2017). Brand Resonance Behaviour among Online Brand Community. International Review of Management and Marketing, 7(1).
Shamim, A., Ghazali, Z., Khan, Z., & Jamak, A. B. S. A. (2017). Gender and Ethnic Group Differences in Customer Citizenship Behaviour. Global Business and Management Research, 9(1s), 546.
Sharif, K., & Sidi Lemine, M. (2024). Customer service quality, emotional brand attachment and customer citizenship behaviors: Findings from an emerging higher education market. Journal of Marketing for Higher Education, 34(1), 18-43.
Shen, H., Wu, L., Yi, S., & Xue, L. (2020). The effect of online interaction and trust on consumers’ value co-creation behavior in the online travel community. Journal of Travel & Tourism Marketing, 37(4), 418-428.
Sohaib, M., & Han, H. (2023). Building value co-creation with social media marketing, brand trust, and brand loyalty. Journal of retailing and consumer services, 74, 103442.
Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer–brand identification. International journal of research in marketing, 29(4), 406-418.
Sung, Y., Kim, Y., Kwon, O., & Moon, J. (2010). An explorative study of Korean consumer participation in virtual brand communities in social network sites. Journal of Global Marketing, 23(5), 430-445
Syed Alwi, S. F., Nguyen, B., Melewar, T. C., Loh, Y. H., & Liu, M. (2016). Explicating industrial brand equity: Integrating brand trust, brand performance and industrial brand image. Industrial Management & Data Systems, 116(5), 858-882.
Wong, T. C., Haddoud, M. Y., Kwok, Y. K., & He, H. (2018). Examining the key determinants towards online pro-brand and anti-brand community citizenship behaviour: a two-stage approach. Industrial Management & Data Systems, 118(4), 850-872.
Woodcock, J., & Johnson, M. R. (2021). Live streamers on Twitch. tv as social media influencers: Chances and challenges for strategic communication. In Social media influencers in strategic communication (pp. 88-102). Routledge.
Wu, S. H., Huang, S. C. T., Tsai, C. Y. D., & Lin, P. Y. (2017). Customer citizenship behavior on social networking sites: the role of relationship quality, identification, and service attributes. Internet Research, 27(2), 428-448.
Yi, Y., Gong, T., & Lee, H. (2013). The impact of other customers on customer citizenship behavior. Psychology & Marketing, 30(4), 341-356.
Xu, B., Li, D., & Shao, B. (2012). Knowledge sharing in virtual communities: A study of citizenship behaviour and its social-relational antecedents. International Journal of Human-Computer Interaction, 28(5), 347-359.
Zhang, M., Hu, M., Guo, L., & Liu, W. (2017). Understanding relationships among customer experience, engagement, and word-of-mouth intention on online brand communities: The perspective of service ecosystem. Internet Research, 27(4), 839-857.
Zhu, D. H., Sun, H., & Chang, Y. P. (2016). Effect of social support on customer satisfaction and citizenship behaviour in online brand communities: The moderating role of support source. Journal of retailing and consumer services, 31, 287-293
Sidik, S. N. A. M., Gopal, K., Shaari, H., & Othman, A. (2024). Customer Citizenship Behaviour: The Mediating Role of Brand Trust among Online Brand Communities in Malaysia. International Journal of Academic Research in Business and Social Sciences, 14(9), 872–888.
Copyright: © 2024 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode