Preprints are early versions of research articles that have not been peer reviewed. They should not be regarded as conclusive and should not be reported in news media as established information.
Customer Engagement in Online Brand Communities: An Exploratory Study on "Masarap Ba? Facebook Community"
preprintposted on 18.08.2020, 15:31 authored by Maria Gwenetha PustaMaria Gwenetha Pusta
As social media serves as a new marketing platform, there are more opportunities for greater consumer-to-consumer interaction enabling consumer to connect, interact, and engage with wider audience (van Doorn et al., 2010). Consequently, this engagement shifted to a different social form such as the creation of online communities that links engagement to social media more than ever before. Looking on this perspective, the study will explore on nature and value dimensions of consumer engagement in online brand communities. With its focus on online brand community, Masarap Ba? Facebook Community, the study aims to address how hedonic and utilitarian dimensions influence consumer engagement in terms of (1) consumer communication; (2) consumer feedback and (3) consumer collaboration. It also investigates on which value as hedonic or utilitarian is a stronger driver of consumer engagement
Declaration of conflicts of interestNo conflicts of interest
Corresponding author firstname.lastname@example.org
Lead author countryPhilippines
Lead author job roleHigher Education Faculty 4-yr College
Lead author institutionUniversity of Santo Tomas, Philippines
Ethics statementAppendix C: Informed Consent for Research Participants
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