Global Journal of Management and Business Research, E: Marketing, Volume 22 Issue 3

Table V: Summary of Hypothesis Testing for Direct Relationship Relationship Beta Coefficient Std. Dev T Statistics P Values BCI LL BCI UL VIF f 2 Decision H1 SMBBCP → BAs 0.378 0.047 8.067 0.000 0.273 0.459 1.654 0.181 Accepted H2 SMBBCP → BAw 0.629 0.034 18.395 0.000 0.556 0.688 1.000 0.654 Accepted H3 SMBBCP → BI 0.125 0.064 1.956 0.051 -0.004 0.252 1.706 0.015 Rejected H4 BAs → BI 0.514 0.069 7.440 0.000 0.364 0.635 1.706 0.243 Accepted H5 BAw → BAs 0.422 0.054 7.820 0.000 0.315 0.521 1.654 0.224 Accepted Table V: Summary of Hypothesis Testing for Specific Indirect Effect No. Relationship Beta Coefficient Std. Dev T-Stat P Values BCI LL BCI UL Status H6 SMBBCP → BAs → BI 0.194 0.035 5.570 0.000 0.125 0.260 Accepted H7 BAw → BAs → BI 0.217 0.043 5.022 0.000 0.139 0.303 Accepted H8 SMBBCP → BAw → BAs 0.265 0.038 6.905 0.000 0.194 0.345 Accepted © 2022 Global Journals Global Journal of Management and Business Research Volume XXII Issue III Version I Year 2022 ( ) E 78 The mediating effect of BAs has been checked to find whether it works as mediating factor between the relationships SMBBCP → BI. Here, in the case of BI, BAs (H6: SMBBCP → BAs → BI, β = 0.194, t= 5.570, p < 0.01, BCI LL: 0.125, UL: 0.260) mediated the association between SMBBCP and BI. Similarly, BAs significantly mediate the relationship between BAw and BI (H7: SMBBCP → BAs → BI, β = .217, t= 5.022, p < 0.05, BCI LL: 0.139, UL: 0.303). Besides, BAw significantly mediates the relationship between SMBBCP and BAs (H8: SMBBCP → BAw → BAs, β = 0.265, t= 6.905, p < 0.05, BCI LL: 0.194, UL: 0.345). Hair et al. (2017) recommended assessing R 2 and f 2 to report the relationship magnitude. R 2 — coefficient of determination—denotes the exogenous construct(s)' ability to predict endogenous variable variability (Memon et al., 2017). According to Hair et al. (2019) and Henseler et al. (2009), R 2 values of 0.75, 0.50, and 0.25 indicate strong, moderate, and weak predictive power, respectively. F 2 is the exogenous variable's contribution to R 2 . Developed a criterion stating that f 2 values over 0.35, 0.15, and 0.02 indicate a big, medium, and small effect size, respectively (Cohen, 1988). According to Chin et al. (2008), Q 2 represents both out-of-sample prediction and in-sample predictive strength for the endogenous construct. Hair et al. (2017) specified that in the structural model, Q 2 values greater than zero for a given reflective endogenous latent variable show the predictive importance of the structural model for a specific dependent construct. V. D iscussion on F indings From the findings, it can be seen social media- based brand community participation (SMBBCP) has a significant effect on both brand association (BAs) and brand awareness (BAw). Consumers are found to assist in community activities when they develop into members of online brand communities (OBCs). Their talking over and distribution of brand-related impressions, beliefs, and happenings via OBCs result in strengthening the brand-customer association as well as intensifying other customers’ brand awareness (Bashir et al., 2020; Brogi et al., 2013). Previous studies also support the findings (Langaro et al., 2019). We also found that BAw has a positive and significant influence on BAs and brand image (BI), which is also in line with other studies (Bernarto et al., 2020; Dew & Kwon, 2010; Mulyono, 2016; Severi& Ling, 2013). BAw assists in the formation as well as the reinforcement of BAs. It also aids in constructing a clear BI (Tariq et al., 2017). However, we found a weak relationship between SMBBCP and BI. Contrary to the findings of Woisetschläger (2008), our study shows that there is no meaningful relationship between SMBBCP and BI. Finally, we did find a positive and significant relationship between BAs and BI. According to Khan and Jalees (2016), BI is constructed with the assistance of BAs, which induce competition, returns, and future advancement. Both the durability and longevity of brand- customer or brand-follower relationships can be built through the strength of OBC (Pournaris & Lee, 2016). Through the ardent and skilled management of OBC, marketers can design a place for customers wherever they become engaged, interchange information as well as develop brand perceptions (Hur et al., 2011). This research broadened the literature on social media- based brand community (SMBBC) by examining the relationship of SMBBCP with the brand association, brand awareness, and brand image. It also examined the relationship between brand awareness and brand association, brand image and brand association, along with the mediating effect of brand association and brand awareness, respectively. Both theoretical and managerial implications are described in the following discussions. Impact of Social Media-Based Brand Community Participation on Brand Image in Bangladesh: Mediating Role of Brand Association and Brand Awareness