ESP-2962

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2025-07-31

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Vol. 10 No. 7 (2025): Published

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Copyright (c) 2025 Welly Nailis, Sulastri, Isnurhadi, Muchsin Saggaff Shihab, Mohammad Eko Fitrianto

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How to Cite

Nailis, W., Sulastri, Isnurhadi, Muchsin Saggaff Shihab, & Eko Fitrianto, M. (2025). The effect of brand community on Electronic Word of Mouth (eWOM) and brand loyalty mediated by brand love: A pilot study. Environment and Social Psychology, 10(7), ESP-2962. https://doi.org/10.59429/esp.v10i7.2962

The effect of brand community on Electronic Word of Mouth (eWOM) and brand loyalty mediated by brand love: A pilot study

Welly Nailis

Phd Student, Doctoral Program in Management Science, Faculty of Economics, Universitas Sriwijaya, Palembang, 30139, Indonesia

Sulastri

Department of Management, Faculty of Economics, Universitas Sriwijaya, Inderalaya, 30662, Indonesia

Isnurhadi

Department of Management, Faculty of Economics, Universitas Sriwijaya, Inderalaya, 30662, Indonesia

Muchsin Saggaff Shihab

Department of Management, Faculty of Economics and Social Science. Universitas Bakrie, Jakarta, 12940, Indonesia

Mohammad Eko Fitrianto

Department of Management, Faculty of Economics, Universitas Sriwijaya, Inderalaya, 30662, Indonesia


DOI: https://doi.org/10.59429/esp.v10i7.2962


Keywords: Brand community; brand love, brand loyalty; online gaming; eWOM; pilot study

Abstract

Previous literature suggests that strong brand communities and brand love can influence electronic word of mouth (eWOM) and brand loyalty. Although consumer bonding within communities is known to generate positive outcomes for brands, the mediating role of brand love in this relationship remains unclear. This pilot study examines the mediating role of brand love in the relationship between brand community, eWOM, and brand loyalty. Data were collected through a self-administered survey using a non-probability convenience sampling method. The study involved 100 online gamers as participants. Data analysis was conducted using SPSS version 23.0, with mediation testing performed through Hayes' PROCESS macro. The results show that brand love partially mediates the relationship between brand community and both eWOM and brand loyalty. This study offers theoretical insights into the emotional mechanisms that link brand community participation with consumer behavioral outcomes, contributing to the growing literature on brand community dynamics.

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