Community Governance of Female Daily: The Role of Satisfaction, Trust, and Mutual Understanding in the Brand Affiliate Ecosystem

DOI

10.2991/978-2-38476-549-2_5How to use a DOI?

Keywords

platform governance; community loyalty; satisfaction and trust; administrator visibility; beauty community

Abstract

This study discusses how community management and member engagement can build loyalty in a beauty community run by a commercial platform in Indonesia. The purpose of this study is to explain how openness of rules, follow-up on feedback, provision of incentives, implementation of security rules, and the active role of administrators can affect satisfaction, trust, and mutual understanding among members in strengthening their loyalty. This study uses a qualitative approach with the Female Daily community as its unit of analysis. Data were collected through face-to-face in-depth interviews, accompanied by document searches and digital community activities related to rules, activities, and interactions between members. The results of the study show eight interrelated main themes, namely: the value of daily activities in the community; openness and consistency of rules and information flow; speed and clarity of responses to feedback; provision of incentives and forms of recognition; implementation of security rules and quality of activities; conditions that strengthen member loyalty; conditions that weaken member loyalty; and members’ aspirations for ideal digital community governance. The findings show that clear rules, prompt resolution of suggestions and complaints, and fair incentive policies can increase member satisfaction and trust in the platform. This helps create a common understanding and strengthens loyalty, which is evident in active participation, support, and sustained engagement. Trust among members and trust in the platform operate separately to some extent, which explains why the benefits of information remain even when participation levels decline as protection from the platform weakens. This study contributes a framework that positions governance as a tangible tool for building brand communities, as well as providing practical guidance for managers in maintaining a balance between community growth and meaning.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Fitria Ajeng Sulistyowati
AU  - Ananda Sabil Hussein
AU  - Astrid Puspaningrum
AU  - Nanang Suryadi
PY  - 2026
DA  - 2026/03/09
TI  - Community Governance of Female Daily: The Role of Satisfaction, Trust, and Mutual Understanding in the Brand Affiliate Ecosystem
BT  - Proceedings of the International Conference on Multidisciplinary Issues (INCOMI 2025)
PB  - Atlantis Press
SP  - 45
EP  - 58
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-549-2_5
DO  - 10.2991/978-2-38476-549-2_5
ID  - Sulistyowati2026
ER  -