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Consumer engagement in a virtual brand community: An exploratory analysis

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  • Brodie, Roderick J.
  • Ilic, Ana
  • Juric, Biljana
  • Hollebeek, Linda
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    Abstract

    Despite the extensive use of the term “engagement” in the context of brand communities, the theoretical meaning and foundations underlying this term remain underexplored in the literature to-date. Drawing on a literature review, this study adopts netnographic methodology to explore the nature and scope of consumer engagement in an online brand community environment. The study reveals the complex multidimensional and dynamic nature of consumer engagement, which may emerge at different levels of intensity over time, thus reflecting distinct engagement states. Further, the consumer engagement process comprises a range of sub-processes reflecting consumers' interactive experience within online brand communities, and value co-creation among community participants. Engaged consumers exhibit enhanced consumer loyalty, satisfaction, empowerment, connection, emotional bonding, trust and commitment. The paper concludes with a discussion of implications for practice and further research.

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    File URL: http://www.sciencedirect.com/science/article/pii/S0148296311002657
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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 66 (2013)
    Issue (Month): 1 ()
    Pages: 105-114

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    Handle: RePEc:eee:jbrese:v:66:y:2013:i:1:p:105-114

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Consumer engagement; Brand; Online community; Co-created value; Interactivity; Netnography;

    References

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    1. Chan, Kimmy Wa & Li, Stella Yiyan, 2010. "Understanding consumer-to-consumer interactions in virtual communities: The salience of reciprocity," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1033-1040, September.
    2. Mollen, Anne & Wilson, Hugh, 2010. "Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives," Journal of Business Research, Elsevier, vol. 63(9-10), pages 919-925, September.
    3. Kozinets, Robert V., 1999. "E-tribalized marketing?: the strategic implications of virtual communities of consumption," European Management Journal, Elsevier, vol. 17(3), pages 252-264, June.
    4. Charla Mathwick & Caroline Wiertz & Ko de Ruyter, 2008. "Social Capital Production in a Virtual P3 Community," Journal of Consumer Research, University of Chicago Press, vol. 34(6), pages 832-849, November.
    5. Gruen, Thomas W. & Osmonbekov, Talai & Czaplewski, Andrew J., 2006. "eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty," Journal of Business Research, Elsevier, vol. 59(4), pages 449-456, April.
    6. Albert M. Muiz Jr. & Hope Jensen Schau, 2005. "Religiosity in the Abandoned Apple Newton Brand Community," Journal of Consumer Research, University of Chicago Press, vol. 31(4), pages 737-747, 03.
    7. Katie J. Ward, 1999. "The Cyber-Ethnographic (Re)Construction of Two Feminist Online Communities," Sociological Research Online, Sociological Research Online, vol. 4(1), pages ward.
    8. Ashley, Christy & Noble, Stephanie M. & Donthu, Naveen & Lemon, Katherine N., 2011. "Why customers won't relate: Obstacles to relationship marketing engagement," Journal of Business Research, Elsevier, vol. 64(7), pages 749-756, July.
    9. Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. " Brand Community," Journal of Consumer Research, University of Chicago Press, vol. 27(4), pages 412-32, March.
    10. Richins, Marsha L. & Bloch, Peter H., 1991. "Post-purchase product satisfaction: Incorporating the effects of involvement and time," Journal of Business Research, Elsevier, vol. 23(2), pages 145-158, September.
    11. Constance Elise Porter & Naveen Donthu, 2008. "Cultivating Trust and Harvesting Value in Virtual Communities," Management Science, INFORMS, vol. 54(1), pages 113-128, January.
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    Citations

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    Cited by:
    1. Bruno Schivinski & Dariusz Dabrowski, 2013. "The Effect Of Social-Media Communication On Consumer Perceptions Of Brands," GUT FME Working Paper Series A 12, Faculty of Management and Economics, Gdansk University of Technology.
    2. Gangale, Flavia & Mengolini, Anna & Onyeji, Ijeoma, 2013. "Consumer engagement: An insight from smart grid projects in Europe," Energy Policy, Elsevier, vol. 60(C), pages 621-628.

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