Impact of Social Media Based Brand Community Participation on Brand Image in Bangladesh: Mediating Role of Brand Association and Brand Awareness

Impact of Social Media Based Brand Community Participation on Brand Image in Bangladesh: Mediating Role of Brand Association and Brand Awareness

Anamika Dey

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Md. H Asibur Rahman

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Bangladesh University of Professionals

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Connecting with the Eternal Ground

Abstract

The study’s objective is to investigate the impact of Social Media-Based Brand Community Participation on the brand’s image. Besides, the study also focuses on uncovering the mediating role of brand association and brand awareness. For achieving the above objectives, relevant pieces of literature were extensively studied, and seven hypotheses were developed. For collecting relevant data for the research, a structured questionnaire was developed and administered through using online social media. The study used convenience sampling to collect data from 445 customers who have access to social media platforms and who have participated in several fashion brands’ fan pages. The study discovered that Social Media-Based Brand Community Participation (SMBBCP) is positively related to brand association and brand awareness; however, it has an insignificant relationship with brand image. Besides, the brand association is positively associated with brand image, whereas brand awareness has a positive impact on brand association.

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No external funding was declared for this work.

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The authors declare no conflict of interest.

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How to Cite This Article

Anamika Dey. 2026. \u201cImpact of Social Media Based Brand Community Participation on Brand Image in Bangladesh: Mediating Role of Brand Association and Brand Awareness\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 22 (GJMBR Volume 22 Issue E3): .

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GJMBR Volume 22 Issue E3
Pg. 71- 84

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Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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GJMBR-E Classification: DDC Code: 746.920688 LCC Code: HD9940.A2

Submission ReceivedJanuary 15, 2023
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Accepted January 27, 2023
Published November 16, 2022

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