Author(s)

Bin Liu ¹, Janaka Low Chee Kong ¹

Affiliation(s)

¹ Malaysia University of Science and Technology, Kuala Lumpur, Selangor Darul Ehsan, 47810, Malaysia

Corresponding Author

Bin Liu

ABSTRACT

The impact of online brand community content marketing and interactive perception on brand loyalty is a topic of great concern. With the increasing demand for brand loyalty from people, brands need to pay more attention to interaction and emotional connection with users to enhance their loyalty. Online brand community content marketing and interactive perception are effective means to help brands achieve this goal. Based on this theory, this article conducted a deep study on the impact of online brand community content marketing and interactive perception on brand loyalty. Through comparative experiments, it could be concluded that the brand loyalty score was significantly enhanced when conducting community content marketing and interactive perception. The impact of online brand community content marketing and interactive perception on brand loyalty was multifaceted. By establishing a good brand image and values, strengthening emotional connections, increasing user engagement and word-of-mouth effects, etc. Users could enhance their sense of identification and loyalty to the brand. Brands should strengthen strategies for online brand community content marketing and interactive perception to enhance brand loyalty and market competitiveness.

KEYWORDS

Brand Loyalty, Content Marketing, Interactive Perception, Online Brand

CITE THIS PAPER

Bin Liu, Janaka Low Chee Kong, Investigation on the Impact of Content Marketing and Interactive Perception on Brand Loyalty in Online Brand Communities. Information Systems and Economics (2023) Vol. 4: 37-45. DOI: http://dx.doi.org/10.23977/infse.2023.040707.

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