The effect of online brand community motivation factors on brand loyalty and consumer engagement

Nowadays, competition in the global market pushes businesses to find innovative approaches. Especially the opportunities in the Internet environment create new resources to compete. The most notable of these are brand communities and online brand communities that emerge from the combination of Web 2.0 technologies. In this context, the aim of the study is, examine the effects of motivational factors for joining the online brand community on brand loyalty through consumer engagement. For this purpose, a research was conducted on the brand community of Turkey's most popular X online shopping site. According to the findings, the effect of motivational factors on brand loyalty through consumer engagment dimensions is statistically significant and positive direction. Motivation factors; suchas the effect on brand loyalty through entertainment, up-to-date information and validation, connection to the brand community, help from other members, brand passion, brand influence, and consumer engagement is statistically impact brand loyalti through consumer engangment.