{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,10,9]],"date-time":"2025-10-09T21:06:42Z","timestamp":1760044002224,"version":"3.41.2"},"reference-count":97,"publisher":"Emerald","issue":"2","license":[{"start":{"date-parts":[[2015,6,1]],"date-time":"2015-06-01T00:00:00Z","timestamp":1433116800000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2015,6,1]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-heading\">Purpose<\/jats:title><jats:p>\u2013 With the prevailing microblogging phenomenon, many marketers have created their microblog accounts to promote products, advertise brands, and attract consumers. The purpose of this paper is to examine the effects of consumers\u2019 community commitment, information technology (IT) habit, and participation on their brand loyalty in the context of enterprise microblogs.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>\u2013 A total of 364 valid data were collected from fans or followers of enterprise microblogs through a survey on<jats:uri>Weibo.com<\/jats:uri>. The data were analyzed with smart partial least squares.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>\u2013 Community commitment and IT habit directly lead to brand loyalty and indirectly affect brand loyalty through the mediating influence of participation. Information quality, perceived expertise, and social interaction are antecedents of community commitment. Satisfaction, importance, and social interaction positively affect IT habit.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title><jats:p>\u2013 To enhance the generalizability of the study, future studies may examine findings in other platforms (e.g. Twitter) with a large sample size.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>\u2013 Practitioners can increase consumers\u2019 brand loyalty through enterprise microblogs. Considerable attention should be directed to facilitating members\u2019 community commitment and IT habit. In addition, the study points out significant antecedents of community commitment and IT habit for researchers, managers, and companies.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>\u2013 To uncover the marketing potential of microblogging technology, the authors highlight the need for investigating how enterprise microblogs generate promising marketing outcomes. The present study examines key determinants of brand loyalty. The model empirically shows the significant effects of community commitment, IT habit, and participation.<\/jats:p><\/jats:sec>","DOI":"10.1108\/itp-03-2014-0047","type":"journal-article","created":{"date-parts":[[2015,5,19]],"date-time":"2015-05-19T07:14:26Z","timestamp":1432019666000},"page":"304-326","source":"Crossref","is-referenced-by-count":26,"title":["Brand loyalty in enterprise microblogs"],"prefix":"10.1108","volume":"28","author":[{"given":"Hong","family":"Zhang","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Kem Z.K.","family":"Zhang","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Matthew K.O.","family":"Lee","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Feng","family":"Feng","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","reference":[{"key":"key2020122323185988000_b1","doi-asserted-by":"crossref","unstructured":"Aarts, H. and Dijksterhuis, A. 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