Antecedents and consequences of customer engagement in online brand communities

Tommy K.H. Chan*, Xiabing Zheng, Christy M K CHEUNG, Matthew K.O. Lee, Zach W.Y. Lee

*Corresponding author for this work

    Research output: Contribution to journalArticlepeer-review

    117 Citations (Scopus)

    Abstract

    Today, organizations require additional efforts to develop new streams of revenue as competition is intense and new customers are hard to secure at a mature stage. The advent of social networking sites serves as an alternative tactic for organizations to form online brand communities, engage customers and hence foster brand loyalty. This article presents a research model of antecedents and consequences of customer engagement in online brand communities on social networking sites. Specifically, we examined how system support, community value, freedom of expression, and rewards and recognition encourage customer engagement, as well as how customer engagement influences repurchase intention and word-of-mouth intention. We tested the research model with a sample of 276 online brand community members. Empirical data supported our hypotheses, and revealed that customer engagement mediates relationships between community characteristics and brand loyalty. The current study validated the propositions from prior conceptual frameworks, and shed light for practitioners and scholars.

    Original languageEnglish
    Article numberBFjma20149
    Pages (from-to)81-97
    Number of pages17
    JournalJournal of Marketing Analytics
    Volume2
    Issue number2
    DOIs
    Publication statusPublished - 1 Jun 2014

    Scopus Subject Areas

    • Economics, Econometrics and Finance (miscellaneous)
    • Strategy and Management
    • Statistics, Probability and Uncertainty
    • Marketing

    User-Defined Keywords

    • Community characteristics
    • Customer engagement
    • Online brand communities
    • Social media
    • Social networking sites

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