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