O impacto das comunidades virtuais de marca na lealdade e intenção de compra do consumidor moderado pelo engajamento

Abstract

Virtual brand communities have become an increasingly popular channel for consumers to connect intimately with brands and other participants, reinforcing the importance of assessing the impacts of participating in such groups. This study aimed to analyse the influence of brand communication on consumer engagement, loyalty, and purchase intentions, based on the perception of relational ties with the brand. The research emphasizes the importance of virtual brand communities for consumer loyalty and purchase intentions, as well as the moderating role of engagement. To this end, a quantitative study was conducted using a questionnaire with previously validated scales on a sample of 135 participants. Statistical analyses included descriptive measures, exploratory factor analysis, and reliability assessment using Cronbach's alpha. The results revealed that brand communities are associated with increased engagement, which in turn positively influences participants' loyalty and purchase intentions. Thus, it was concluded that brand communities are a relevant factor in increasing consumer engagement, which is associated with increased loyalty and a favourable behavioural predisposition toward the brand. This connection corroborates the proposed theoretical model, supporting the idea that participation in institutional communities can have indirect effects on the intention to continue a relationship with the organization. The study contributes to the understanding of the relationship dynamics between brands and consumers, offering theoretical and practical implications for strategic communication management.