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Consumer engagement in social media brand communities: A literature review

Author

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  • Santos, Zélia Raposo
  • Cheung, Christy M K
  • Coelho, Pedro Simões
  • Rita, Paulo

Abstract

With the prevalence of social media, a great deal of research has examined consumer engagement in social media brand communities. However, we lack a holistic understanding of the phenomena. Given the importance and relevance of this topic to Information Systems researchers, this study aims to summarise the current state of research on the topic and identify research gaps. Following the descriptive search approach, this study identifies and analyses 134 articles. Our analysis shows that prior studies adopted various research approaches and methods to study consumer engagement in social media brand communities. In addition, researchers adopted varied definitions and studied consumer engagement using the attitudinal, behavioural, and motivational dimensions. Our analysis also shows that Uses and Gratifications Theory and Social Identification Theory were the most referred theories in prior studies. Finally, we conclude our study by proposing an integrative framework and suggesting research opportunities and future research directions.

Suggested Citation

  • Santos, Zélia Raposo & Cheung, Christy M K & Coelho, Pedro Simões & Rita, Paulo, 2022. "Consumer engagement in social media brand communities: A literature review," International Journal of Information Management, Elsevier, vol. 63(C).
    • Handle: RePEc:eee:ininma:v:63:y:2022:i:c:s026840122100150x
    DOI: 10.1016/j.ijinfomgt.2021.102457
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    Citations

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    Cited by:

    1. Wong, Amy, 2023. "How social capital builds online brand advocacy in luxury social media brand communities," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    2. Bazi, Saleh & Filieri, Raffaele & Gorton, Matthew, 2023. "Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty," Journal of Business Research, Elsevier, vol. 160(C).
    3. Akram, Muhammad S. & Malhotra, Neeru & Goraya, M. Awais Shakir & Shareef, Mahmud A. & Malik, Aneela & Lal, Banita, 2022. "User engagement on global social networks: Examining the roles of perceived brand globalness, identification and global identity," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    4. Catherine Prentice & Sandra Maria Correia Loureiro & João Guerreiro, 2023. "Engaging with intelligent voice assistants for wellbeing and brand attachment," Journal of Brand Management, Palgrave Macmillan, vol. 30(5), pages 449-460, September.
    5. Lourenço, Carlos Eduardo & Hair, Joseph F. & Zambaldi, Felipe & Ponchio, Mateus Canniatti, 2022. "Consumer brand engagement concept and measurement: Toward a refined approach," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).

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