Building a tribe on Instagram: User-generated and Firm-created Content can drive brand evangelism and fidelity

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dc.contributor.authorIbrahim, Blend
dc.contributor.authorHazzam, Joe
dc.contributor.authorAli Qalati, Sikandar
dc.contributor.authorAljarah, Ahmad
dc.contributor.authorDobson, Paul
dc.date.accessioned2024-10-12T19:47:13Z
dc.date.available2024-10-12T19:47:13Z
dc.date.issued2024
dc.departmentİstanbul Ticaret Üniversitesien_US
dc.description.abstractThe social media revolution has significantly transformed marketing plans and practices in the business world. Firm-Created Content (FCC) and User-Generated Content (UGC) serve as critical social media communication tools for brands to connect and build relationships with customers. This study investigates the influence of FCC and UGC on affective commitment, brand evangelism, and fidelity. Drawing on the Stimulus-Organism-Response (SOR) model, this study aims to explore the impact of FCC and UGC on affective commitment, which, in turn, mediates the relationships between these social media communication tools (FCC and UGC), brand evangelism and fidelity. The research, focusing on a coffee-shop chain’s FCC and UGC on Instagram, utilizing structural equation modeling to analyze data from a sample of 341 Instagram users in the USA who are Starbucks customers. The findings reveal that FCC and UGC are positively and significantly related to brand evangelism and fidelity. Furthermore, the results suggest that affective commitment mediates the relationship between FCC, UGC, brand evangelism and fidelity, supporting the hypotheses concerning the indirect relationships between social media communication tools, brand evangelism and fidelity. © 2024 Informa UK Limited, trading as Taylor & Francis Group.en_US
dc.identifier.doi10.1080/13527266.2024.2338788
dc.identifier.issn1352-7266
dc.identifier.scopus2-s2.0-85190944276en_US
dc.identifier.scopusqualityQ1en_US
dc.identifier.urihttps://doi.org/10.1080/13527266.2024.2338788
dc.identifier.urihttps://hdl.handle.net/11467/8823
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherRoutledgeen_US
dc.relation.ispartofJournal of Marketing Communicationsen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.snmzScopus_20241012en_US
dc.subjectbrand evangelismen_US
dc.subjectbrand fidelityen_US
dc.subjectFirm-created content (FCC)en_US
dc.subjectInstagramen_US
dc.subjectSocial media marketingen_US
dc.subjectStarbucksen_US
dc.subjectUser-generated content (UGC)en_US
dc.titleBuilding a tribe on Instagram: User-generated and Firm-created Content can drive brand evangelism and fidelityen_US
dc.typeArticleen_US

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