Background: In recent years, the emergence of the internet and social networks have allowed consumers to interact and communicate quickly, this means that online social media-based brand communities are an important part of the market. However, does the engagement and activity on social media-based brand communities affect the consumers’ attitude and repetitive purchase?. That is what this research set out to find out. Purpose: The purpose of this thesis is to explain how Social Media Brand Community affects consumers’ attitudes and repurchase behavior based on their activity. Methodology: For this research, a quantitative method was conducted. The research was explanatory, and a cross-sectional research design was used. Afterward, a questionnaire was developed and shared via internet platforms to collect the data needed for this study. Findings: It can be seen that both Activity and Engagement within Social Media brand communities have a statistically significant relationship with Consumers’ attitudes. However, it could also be seen that neither Activity or Engagement have a statistically significant relationship with Repetitive Purchase. Conclusion: Two of the null hypotheses were rejected and two failed to be rejected. To conclude, the results showed that activity and engagement had an effect on attitude but it did not have an effect on repetitive purchases.

Background: Brand loyalty is a rather old concept and has become a central part of everybrand and there are many factors that need to be considered when choosing strategies in orderto achieve this. However, even though the concept itself is rather set-in stone the research onhow brands archive this in different contexts is constantly in motion, for instance it has beenshown that a brand's Country-of-Origin has effects on consumers purchase intent and attitudeswhich are crucial factors within Brand loyalty.  Purpose: The Purpose of this paper is to explain what effect COO has on brand loyalty of Swedish consumers. Methodology: For this research a quantitative method was used. The research wasexplanatory, and a cross-sectional research design was chosen. After this a questionnaire wasconstructed and shared through two platforms in order to collect the data that was needed forthe research. Findings: Both our hypotheses from the proposed model were rejected, therefore theresearcher could conclude that Country-of-Origin has no effect on brand loyalty of Swedish consumers. Conclusion: Even though both hypotheses were rejected, did the research contribute withknowledge that COO has no significant effect on brand loyalty since such research has notbeen done before. However, the research also contributes with knowledge towards previousresearch, where it has been shown that perceived quality from a country has an effect onconsumers' purchase intent and attitudes. Whereby, our test showed that it also has an effecton brand loyalty when tested alone without the country image.