The effect of advertising and customer participation on their commitment and loyalty to the brand in online communities

Brand development in competitive markets is considered as one of the strongest tools for managers that through this way can seize power in the market, as a result, factors that could cause the company's brand development, have high importance. In the meantime, the development of virtual space and information capabilities such as quick release special place among the factors influencing them. In this study, we investigate the influence of advertising on brand loyalty and customer engagement through social networks (Case Study: Kalleh Company). This research as to the nature, descriptive - analytical and objective terms, is an applied research and methods of data collection and field survey (using questionnaires) is the type of hypothesis testing. In this study, using a sample of 392 specimens and models are presented using partial least squares (PLS) is tested. The results of structural equation represents a significant and positive impact on customer participation and commitment to the brand advertiser clients and loyalty to the brand. Finally commitment to the brand also has a significant positive impact on brand loyalty. To generalize findings from research can be said to contribute to our customers and advertisers have a significant impact on brand loyalty. Especially as they impact on brand commitment has also been approved. This study highlights this fact for managers that they not only do not harm the investment based on customer participation and customer promotion but also gain a competitive advantage by improving brand loyalty.

customer participation and customer promotion, brand loyalty, brand commitment, brand communities