Consumer engagement in a virtual brand community: An exploratory analysis
Consumer engagement in a virtual brand community: An exploratory analysis
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DOI：
10.1016/j.jbusres.2011.07.029
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发表时间：
2013-01-01
影响因子：
11.3
通讯作者：
Hollebeek, Linda
中科院分区：
文献类型：
--
作者：
Brodie, Roderick J.;Ilic, Ana;Hollebeek, Linda
尽管在品牌社区的背景下广泛使用的术语“参与”，这个词的理论意义和基础仍然在文献中探索不足。本研究在文献回顾的基础上，采用网络图的方法，探讨了在线品牌社区环境下消费者参与的性质和范围。该研究揭示了消费者参与的复杂多维和动态性质，随着时间的推移，可能会出现不同的强度水平，从而反映出不同的参与状态。此外，消费者参与过程包括一系列子过程，反映消费者在在线品牌社区内的互动体验，以及社区参与者之间的价值共同创造。消费者表现出增强的消费者忠诚度，满意度，授权，连接，情感纽带，信任和承诺。本文最后讨论了对实践和进一步研究的影响。(C)2011 Elsevier Inc. All rights reserved.
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 scope of consumer engagement in an online brand community environment. The study reveals the complex multidimensional and dynamic nature of consumer engagement, which may emerge at different levels of intensity over time, thus reflecting distinct engagement states. Further, the consumer engagement process comprises a range of sub-processes reflecting consumers' interactive experience within online brand communities, and value co-creation among community participants. Engaged consumers exhibit enhanced consumer loyalty, satisfaction, empowerment, connection, emotional bonding, trust and commitment. The paper concludes with a discussion of implications for practice and further research. (C) 2011 Elsevier Inc. All rights reserved.