Investigating The Effect of Brand Community on Customer Centric Model And Its Effect on Brand Trust Which Finally Leads to W.O.M Advertising

Hamed Abbaszadeh Avilagh¹ Mir Saman Siapoushi²

1) Ph.D. student of behavioral management, Kharazmi University, Tehran, Iran-
2) Master student of Business Administration, International Marketing, University of Tabriz, Iran-

Publication : 2nd International Conference on Management and Social Science(2icmsconf.com)
Abstract :
Increasing growth of social network users and increasing speed of data transfer, attracting companies to this arena. Social Networks are effective shortcut for different companies to enhance their relationships with their customers and potential customers whole over the world. A survey based empirical study with 394 respondents was conducted. The results of Structural Equation Modeling show that brand communities established on social media have positive effects on customer-product, customer-brand, customer-company and customer-customers relationships. Which in turn have positive effects on brand trust except for customer-company relationship, and brand trust has positive effects on brand commitment and brand commitment has positive effect on word of mouth advertisement.
Keywords : Brand community Customer centric model Brand trust Brand commitment Word of Mouth