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Despite a growing importance of consumer engagement on online brand communities (OBCs), empirically derived insights into its antecedents, dynamics and outcomes remain limited. The purpose of this paper is twofold: first, to apply the self-expansion theory and study the influence of emotional attachment, brand love, and cultural values on consumer engagement in OBCs. Second, the study also examines the effect of consumer engagement on brand loyalty. Using an online questionnaire, data were collected form 453 respondents. The respondents were members of at least one OBC. Data were analyzed using structural equation modeling. The results revealed that all three constructs, emotional attachment, brand love, and cultural values significantly affect consumer engagement, while only emotional attachment and brand love had a positive effect on brand loyalty. Finally, customer engagement had a significant positive effect on brand loyalty. This research integrates the self-expansion theory and offers explanations of the different effects on consumer engagement and also contributes to the development of brand loyalty. Marketing managers will find the study useful in building effective OBC strategies and enhancing brand loyalty. By establishing this innovative theoretical link, this study provides additional insights in the domain of consumer engagement. [ABSTRACT FROM AUTHOR]

This study advances the conceptualisation and operationalisation of consumer engagement in the context of online brand communities (OBCs). Past scholarship has only partially addressed the dimensionality of engagement and the different engagement foci, and these oversights have important theoretical and empirical consequences. This study contributes to the nascent stream of research that aims to theoretically refine and operationalise engagement by espousing the duality of engagement with two engagement foci (brand and community) and seven sub-dimensions of consumer engagement. Using qualitative data from consumers and experts, three survey data sets based on English and French samples, and two pools of mirrored items (one for each engagement focus), the study develops and validates a dual-focus 22-item scale of consumer engagement that can be used to operationalise engagement with various consumer engagement objects. [ABSTRACT FROM PUBLISHER]

Marketers today use social networking sites as their communication channel to promote their brands. There is a growing importance to this media to increase consumer’s online participation and engagement. The aim of this research it to identify the determinants of consumer brand engagement behavior in Facebook brand pages and its impact on brand loyalty. This study applies the uses and gratification theory (UGT), social influence theory and technology adoption models to explain why consumers are engaged in Facebook brand pages. This research adopted mixed approach of research, which involves qualitative and quantitative analyses. The data about Facebook brand page activities of 100 brands were collected using Fanpage Karma, a social media evaluation tool. The second part of the study used an online questionnaire to conduct empirical research, and collected and analyzed data of 334 respondents using SEM. The finding shows computer, mobile and airlines brand categories exhibits higher engagement rate compared to retail, electronics and restaurants brands. The information seeking is the key determinant for consumers’ engagement behavior in brand pages. Social influence and economic benefits also found to stimulate the participation of consumers on social networking sites. The results also show that there is a strong relationship between engagement and brand loyalty. This study provides a new framework to understand consumer brand engagement behavior in social networking sites like Facebook.

To gain a better understanding of consumer engagement in brand-related social network site (SNS) groups, this study examines how consumers engage with the brand and other members of the groups among different national cultures through the lens of brand community characteristics and collective value creation practices within brand communities. Through conducting a directed qualitative content analysis of two cases—consumer wall posts in a Facebook group and a Renren group—this study finds supporting evidence that although consumers in both groups actively shared their product use experiences, consumers in the Renren group tended to explicitly express their shared consciousness with other group members, share their product use experiences in a modest and respectful way, and actively engage in social networking, while consumers in the Facebook group tended to focus on product use sharing. Theoretical and managerial implications are discussed. [ABSTRACT FROM AUTHOR]

Purpose -- This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in term of the engagement with the brand and the other members of the online brand communities. It also explores the relationships of consumer engagement with other concepts, suggesting antecedents of engagement. Design/methodology/approach -- Data are collected through semi-structured interviews with 21 international online brand community members, covering a variety of brand categories and social media platforms. Findings -- This paper suggests that individuals are engaging in online communities in social network platforms both with other individuals and with brands. The study also identifies three key engagement dimensions (cognition, affect and behaviours). Their meaning and sub-dimensions are investigated. The paper further suggests key drivers, one outcome and objects of consumer engagement in online brand communities. These findings are integrated in a conceptual framework. Research limitations/implications -- Further research should aim at comparing consumer engagement on different social media and across brand categories, as this study takes a holistic approach and does not focus on any particular category of brands or social media. Consumers' views should also be evaluated against and compared with marketing managers' understanding of consumer engagement. Originality/value -- This paper contributes to the fast-growing and fragmented consumer engagement literature by refining the understanding of its dimensions and situating it in a network of conceptual relationships. It focusses on online brand communities in rich social media contexts to tap into the core social and interactive characteristics of engagement. [ABSTRACT FROM AUTHOR]

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Marketing interest in consumer engagement is widely evident. This is illustrated by the fact that having a substantial base of engaged consumers is now high on the agenda of many marketers. And why shouldn’t it be? After all, individuals demonstrating such high levels of commitment can secure added value for the brand in question. Engagement inspires tendencies which reach further than purchasing and other market-related activities. High levels of attachment are typical of engaged consumers who will often thus serve as brand advocates. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format. [ABSTRACT FROM AUTHOR]