Role of Brand Jealousy in Brand Communities on Social Networking Media

Abstract

The purpose of the study is to examine the role of brand jealousy in brand communities. The brand
jealousy and the brand love are proposed as the antecedents of the brand communities. The s.wom which
connotes the forwarding content of engagement on these platforms is proposed as the outcome associated
with these activities. Tie-strength and Homophile are propsoed as the moderators in the relationship
between brand communities and S.wom. A conceptual model is proposed and major implication areas and
proposed methodology is suggested.