The Social Path to Brand Loyalty: How Interaction and Relationships Drive Commitment in Brand Communities

Brand communities have become an important strategic platform for strengthening consumer–brand relationships and fostering long-term loyalty. However, empirical evidence explaining how experiential and social dynamics within brand communities translate into brand loyalty remains limited. This study investigates the effects of experience, individual interaction, and social relationships on brand loyalty, with community commitment as a mediating variable, among particular DSLR camera brand users i