Comunidade virtual da marca K-Pop: antecedentes de engajamento e lealdade.

Abstract

This study investigated the role of social interactions in K-Pop Brand Virtual Communities in the relationship between the feeling of belonging, social identification (or congruence) and brand loyalty. Based on the theoretical literature, a quantitative descriptive study was conducted using the survey method with individuals who are members of K-Pop-focused virtual communities, with a sample of 1,002 observations. The results, through structural equation modeling, indicate the validation of the proposed conceptual model and the positive effects of Perceived Psychographic Homogeneity, Feeling of Belonging, Relationship with the Brand, correlated with Participation in Virtual Brand Communities and Congruence. The impacts of these constructs were considered significant for the correlation between Engagement and Loyalty, evidencing how these relationships corroborate consumption. This work highlights the behavior of members of these virtual K-Pop communities, providing insights for marketers on how to add value to these platforms and create enthusiastic advocates.