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Customer Engagement in Online Brand Communities: An Exploratory Study on "Masarap Ba? Facebook Community"
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
History
Declaration of conflicts of interest
No conflicts of interestCorresponding author email
gypusta@ust.edu.phLead author country
- Philippines
Lead author job role
- Higher Education Faculty 4-yr College
Lead author institution
University of Santo Tomas, PhilippinesHuman Participants
- Yes
Ethics statement
Appendix C: Informed Consent for Research ParticipantsComments
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