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Customer Engagement in Online Brand Communities: An Exploratory Study on "Masarap Ba? Facebook Community"

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posted on 2020-08-18, 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 interest

No conflicts of interest

Corresponding author email

Lead author country

  • Philippines

Lead author job role

  • Higher Education Faculty 4-yr College

Lead author institution

University of Santo Tomas, Philippines

Human Participants

  • Yes

Ethics statement

Appendix C: Informed Consent for Research Participants


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