Antecedents of Brand Loyalty Using Brand Personality as a Moderator in Social Media Brand Communities

Brand loyalty is driven by share, comments, online review, like, and dislike on the social media platform of specific brands. The study empirically assessed with the influence of the dimensions of brand’s personality as a moderator on SMBC and brand loyalty among customers’ popular fashion brands. The Aaker Brand Personality Scale used to measure the personality of fashion brands. Online brand personality can exist in the same way as offline brands. This means that social media has brand personalities, and these can influence consumer perceptions in different ways. This research utilized a quantitative approach in which questionnaires was distributed to SMBC users as the research population. The research was performed Structural Equation Modeling using IBM SPSS Statistics 23 software and Smart PLS 3.2.9 to analyze the data. The findings were help brands to make marketing plans to influence any type of unsatisfactory situations.