The Effects of Value Creation Practices in Brand Communities on the Customer Repurchase Intention and Brand Loyalty in Social Media

While the traditional literature of brand communication addresses communication model of a company and its consumers, a new model of consumer communication is focused on “brand community.”Due toexpansion of mass media and modern marketing, widespread and growing access to corporate virtual communities have increased, and customers who are pro-community tend to be loyal, committed, and willing to repurchase and, are more exposed to brand information.This research investigates the impacts of value creation activities in social media on customer repurchasing behavior through brand loyalty. The method is a descriptive-survey one. For this purpose, members of the virtual community of Novin (a leather brand) in its Instagram page were selected as the statistical population and the research data wascollectedfrom381 of them. A questionnaire was used to collect data. The data analyzed by SPSS and Lisrel applications and the study’s model was tested by structural equations model. The results show that value creation activities in consumer societies enhance consumer-brand-consumer links and increase the level of commitment of the community, which ultimately increases consumer loyalty