Are likes as important for brands as it is for the teenager next door? : An explanatory study of how activity and engagement in social media as a brand community have an impact on attitude and repetitive purchases.

Abstract: Background: In recent years, the emergence of the internet and social networks have allowed consumers to interact and communicate quickly, this means that online social media-based brand communities are an important part of the market. However, does the engagement and activity on social media-based brand communities affect the consumers’ attitude and repetitive purchase?. That is what this research set out to find out. Purpose: The purpose of this thesis is to explain how Social Media Brand Community affects consumers’ attitudes and repurchase behavior based on their activity. Methodology: For this research, a quantitative method was conducted. The research was explanatory, and a cross-sectional research design was used. Afterward, a questionnaire was developed and shared via internet platforms to collect the data needed for this study. Findings: It can be seen that both Activity and Engagement within Social Media brand communities have a statistically significant relationship with Consumers’ attitudes. However, it could also be seen that neither Activity or Engagement have a statistically significant relationship with Repetitive Purchase. Conclusion: Two of the null hypotheses were rejected and two failed to be rejected. To conclude, the results showed that activity and engagement had an effect on attitude but it did not have an effect on repetitive purchases.