Consumer engagement in a virtual brand community: An exploratory analysis

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 sc...

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Bibliographic Details
Published in:Journal of business research 2013-01, Vol.66 (1), p.105-114
Main Authors: Brodie, Roderick J., Ilic, Ana, Juric, Biljana, Hollebeek, Linda
Format: Article
Language:English
Subjects:
Brand
Brand loyalty
Brands
Business studies
Client satisfaction
Co-created value
Commitments
Community
Consumer behavior
Consumer behaviour
Consumer engagement
Consumers
Customer satisfaction
Emotions
Empowerment
Interactivity
Internet
Kundenbindung
Literature reviews
Loyalty
Netnography
Online community
Online-Marketing
Satisfaction
Social Web
Studies
Trust
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