The Drivers and Outcomes of Customer Engagement in Brand Communities: Review and Future Research
The Drivers and Outcomes of Customer Engagement in Brand Communities: Review and Future Research
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品牌社区中客户参与的驱动因素和结果：回顾和未来研究
DOI：
10.5958/0974-455x.2019.00005.2
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发表时间：
2019
期刊：
影响因子：
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通讯作者：
R. Shanker
中科院分区：
文献类型：
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作者：
Priyanka Munjal;Mridula Mishra;R. Shanker
尽管“参与”一词在线下和线上品牌社区的环境中广泛使用，但在可用的文学资源中，对该术语的核心理解的基本含义和实际本质仍然模糊不清。在这方面，本文建议对品牌社区的客户参与研究进行系统回顾。客户参与的整个概念及其维度，驱动因素和结果被解释为弥合对两种形式（在线和离线）的品牌社区集体进行的稀缺或无研究的差距。本文进一步讨论了管理方面的影响，适当的管理和最大限度地利用品牌社区，突出的关键问题和重大的研究差距，有助于在这一领域的未来研究途径的总结。顶级营销和管理期刊被视为定性综合研究，解决品牌社区客户参与实践的概念基础和趋势。研究人员通过仔细研究1986 - 2017年发表的185篇文章进行了系统综述。
Regardless of the extensive use of the term ‘engagement’ in the milieu of offline and online brand communities, the fundamental meaning and practical nitty-gritty for the core understanding of this term stays ambiguous in the available literary resources. In this regard, this paper proposes to present a methodical review of research in customer engagement with respect to brand communities. The whole concept of customer engagement with its dimensions, drivers and outcomes is explained to bridge the gap of scarce or no research on both forms (online and offline) of brand communities taken collectively. The paper further discusses the managerial implications with regard to proper management and maximum utilization of brand communities, highlighting the summary of critical issues and significant research gaps contributing to future research avenues in this area. Top marketing and management journals were looked upon for a qualitative synthesis of studies addressing the conceptual foundations and trend of customer engagement practices in brand communities. Researchers proceed with systematic review by closely investigating 185 articles published during 1986–2017.