Consumer engagement in an online brand community
作者：
Highlights：
• Role of engagement in understanding consumer‘s participation in online brand communities (OBC).
• Model to explain the process of creating identification and engagement with OBC.
• Database of 628 consumers belonging to over 260 OBC from diverse economic sectors.
• Experience of and identification with an OBC stand out above other antecedents of engagement.
• Engagement with the OBC has a positive influence upon more frequent participation.
摘要
•Role of engagement in understanding consumer‘s participation in online brand communities (OBC).•Model to explain the process of creating identification and engagement with OBC.•Database of 628 consumers belonging to over 260 OBC from diverse economic sectors.•Experience of and identification with an OBC stand out above other antecedents of engagement.•Engagement with the OBC has a positive influence upon more frequent participation.
论文关键词：Brand engagement,Community sponsor,Consumer engagement,Online brand communities,Participation engagement,Structural equation modeling,Survey research
论文评审过程：Received 26 September 2016, Revised 15 April 2017, Accepted 15 April 2017, Available online 22 April 2017, Version of Record 2 May 2017.
论文官网地址：https://doi.org/10.1016/j.elerap.2017.04.002
