Degree Name
Master of Science
Graduate Program
Mass Communication and Media Arts
Advisor
Iyer, Narayanan
Abstract
With the emergence of new media technologies it is becoming easier for brands to interact and engage with consumers in an attempt to build brand loyalty. One trend gaining popularity is the use of online branded communities, purpose-built social networks with focus (direct or indirect) on a brand. Branded communities tend to give more specific value to the brand owner and the members, allowing for greater communication and collaboration around the brand. Using the uses and gratification as a theoretical framework this study set out to explore the influence online brand communities have on members brand loyalty and intent to purchase. The method used was a survey administered in the form of an online questionnaire was administered to members of online brand communities.