Advance
Preprints are early versions of research articles that have not been peer reviewed.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.
1/1
0/0

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

Download all (1.4 MB)
preprint
posted on 18.08.2020 by Maria 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

History

Declaration of conflicts of interest

No conflicts of interest

Corresponding author email

gypusta@ust.edu.ph

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

Licence

Exports

Comments

Log in to write your comment here...
Logo branding

Licence

Exports