How Social Media Marketing Enhances Brand Communities Engagement: Developing an Integrated Model Using S-O-R Paradigm

The purpose of this study is to investigate the various dimensions that lead to the enhancement of brand community engagement. Furthermore, the study intends to investigate the indirect relationship between social media marketing activities and brand community engagement by investigating the parallel mediating roles of information quality, system quality, and service quality, ultimately influencing brand loyalty. A purposive sampling technique was used to collect the data from individuals actively involved in following brand community of various brands on social media. The data was collected using a structured questionnaire, and the analysis was carried out using structural equation modelling in SPSS 20 and AMOS 22. The outcomes of the study demonstrated a substantial relationship between social media marketing activities, information quality, system quality, service quality, brand community engagement, and brand loyalty. Furthermore, the study discovered a significant parallel mediation effect, revealing the indirect impact between social media marketing activities and brand community engagement. Lastly, the study’s findings and their implications are thoroughly evaluated.