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Customer engagement in firm-initiated and consumer-initiated online brand communities: an exploratory study

Author

Listed:
  • Vishwas G. Raichur

    (Indian Institute of Technology Bombay)

  • Dinesh Sharma

    (Indian Institute of Technology Bombay)

  • Arti D. Kalro

    (Indian Institute of Technology Bombay)

Abstract

This study examines the difference between Facebook-based firm-initiated online brand communities (FIOBCs) and consumer-initiated online brand communities (CIOBCs). A content analysis of 2512 Facebook posts across twelve online brand communities (OBCs) of six brands was conducted using Netnography. This was followed by ten in-depth interviews of community members of these online brand communities. The most engaging posts in the consumer-initiated online brand community provide information and focus on self-enhancement and brand identification. In the firm-initiated online brand community, posts related to a brand, new product launches, greetings, and rewards were perceived as most engaging. Additionally, it was found that the drivers of engagement are informational, economic, and social benefits, brand identification, and self-enhancement. This paper contributes to customer engagement and brand community literature by examining the differences between firm-initiated and consumer-initiated online brand communities, focusing on Facebook-based online brand communities.

Suggested Citation

  • Vishwas G. Raichur & Dinesh Sharma & Arti D. Kalro, 2025. "Customer engagement in firm-initiated and consumer-initiated online brand communities: an exploratory study," Information Systems and e-Business Management, Springer, vol. 23(1), pages 169-207, March.
    • Handle: RePEc:spr:infsem:v:23:y:2025:i:1:d:10.1007_s10257-023-00630-6
    DOI: 10.1007/s10257-023-00630-6
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