Mohammed Hatem Abualjadail
Department of Marketing Communication, Faculty of Communication and Media, King Abdulaziz University, Jeddah, Kingdom of Saudi Arabia.
Volume: 17 | Issue: 4 | Pages: 101-113 | December 2025 | https://doi.org/10.54940/ss18377485 | PDF
Received Date: 2025/11/11 | Revised Date: 2025/12/10 | Accepted Date: 2025/12/17
Corresponding Author: mabuljadail@kau.edu.sa
Abstract
Digital platforms have fundamentally transformed brand-consumer relationships, transitioning them from one-way communication to a community-driven, participatory interaction. Although existing literature has extensively examined online interaction, theoretical attention toward the psychological mechanisms through which this interaction converts into lasting brand loyalty remains limited. This study develops the concept of "sense of virtual brand community belonging" to elucidate this relationship. Drawing upon concepts that integrate community psychology, social identity theory, and relationship marketing, the study proposes a clearer conceptual framework. This framework demonstrates how virtual belonging enhances both cognitive and affective commitment, thereby fostering sustainable brand loyalty within dynamic, multi-platform digital ecosystems.
Keywords
Sense of virtual brand community belonging, Brand loyalty, Organic promotion, Digital engagement, Brand authenticity.
How to Cite
Abualjadail, M. (2025). Sense of Virtual Brand Community Belonging: A Conceptual Framework for Digital Belonging, Engagement, and Brand Loyalty. Umm Al-Qura University Journal of Social Sciences, 17(4), 101-113. https://doi.org/10.54940/ss18377485
License
Copyright (c) 2025. This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC).