Academic interest in brand community research has burgeoned in the past two decades.
Despite its importance, there has been a paucity of effort in reviewing the growing research …

Purpose The purpose of this study is to summarize the findings of consumer factor research
and to suggest future lines of inquiry connected to branding outcomes. Consumers are …

Purpose–This paper aims to delineate the meaning, conceptual boundaries and dimensions
of consumer engagement within the context of online brand communities both in term of the …

Purpose Understanding customers is critical for service researchers and practitioners.
Today, customers are increasingly active online, and valuable information about their …

The creation of identity, in terms of both consumer identity and brand identity, is a core topic
in marketing theory. Based on participant ethnography of Yes Edinburgh North & Leith, part …

The concept of brand community has been used to understand how consumers create value
around brands online. Recently consumer researchers have begun to debate the relevance …

Empowered by social media, individuals are active content creators in social networking
sites. This has brought new changes in business environment, of which social commerce is …

Purpose–This study aims to provide empirically generated insights into a gamification
approach to online customer engagement and behavior (CE and CEB). There is a …

Recent consumer research has examined contexts where market-based exchange, gift-
giving, sharing, and other modes of exchange occur simultaneously and obey several …

This paper develops a technology-centric perspective on consumer engagement in the
digital ecosystem. Focusing on engagement with brands on social media-based brand …