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Purpose Online brand communities (OBCs) are an effective avenue for brands to engage consumers. While engaging with the brand, consumers simultaneously interact with other OBC members; thus engaging with multiple, interrelated engagement objects concurrently. The purpose of this paper is to explore both positively and negatively valenced consumer engagement with multiple engagement objects, the interplay between these, and the spillover effect from consumers’ engagement with the OBC to their engagement with the brand. Design/methodology/approach Drawing on 16 in-depth interviews with OBC members of a luxury accessory brand, a constant comparative method was adopted using axial and selective coding procedures. The objective was to understand the nature of participants’ engagement with the brand, the OBC, and the interplay between individuals’ engagement with these objects. The coding framework and resultant interpretive frameworks address engagement valence, outcomes, and direction. Findings This study illustrates consumer expressions of consumers’ positively and negatively valenced engagement with a focal brand, and with the OBC. Further, it demonstrates the interplay (spillover effect) that occurs between consumers’ engagement with the OBC, to their engagement with the brand. While the existence of positively valenced engagement with the OBC was found to further enhance consumer brand engagement (i.e. reflecting an engagement accumulation effect), negatively valenced engagement with the OBC was found to reduce consumer brand engagement (i.e. reflecting an engagement detraction effect). Originality/value While consumer engagement has been recognized to have both positive and negative manifestations, this study demonstrates that consumers’ engagement valence may differ across interrelated engagement objects (i.e. the brand and the OBC). Further, we demonstrate the existence of engagement spillover effects from the OBC to the brand for both positively and negatively valenced engagement.

Abstract:Corporate volunteering (CV) is known to be an effective employee engagement initiative. However, despite the prominence of corporate social responsibility (CSR) in academia and practice, research

Purpose Organizations are investing heavily in social media yet have little understanding of the effects of social media content on user engagement. This study aims to determine the distinct effects of informational, entertaining, remunerative and relational content on the passive and active engagement behavior of social media users. Design/methodology/approach Facebook Insights and NCapture are used to extract data from the Facebook pages of 12 wine brands over a 12-month period. A multivariate linear regression analysis investigates the effects of content on consuming, contributing and creating engagement behavior. Findings Results reveal distinct effects of rational and emotional appeals on social media engagement behavior. Rational appeals in social media have a superior effect in terms of facilitating active and passive engagement among social media users, whereas emotional appeals facilitate passive rather than highly active engagement behavior, despite the social and interactive nature of the digital media landscape. Research limitations/implications Results contribute directly to understanding engagement and customer experience with social media. Further theoretical and empirical examination in this area will aid in understanding the dynamic nature of the levels of engagement within social media. Practical implications Findings provide managers and practitioners with guidelines and opportunities for strategic development of social media content to enhance engagement among consumers in a social media forum. Originality/value This study is one of the first to empirically examine the construct of social media engagement behavior. It extends the utility of dual processing theory to demonstrate how rational and emotional message appeals result in online engagement.

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Purpose-This study provides an understanding of how the participation of vulnerable customers in the co-creation of health care provision influences their individual well-being outcomes. Using self-determination theory, it demonstrates that co-creation at the point of care and at an organisational or system level impacts individual hedonic and eudaimonic well-being.Design/methodology/approach-A qualitative approach is adopted to identify the various customer well-being outcomes. Two case studies of health care organisations, comprising ten in-depth interviews and eight focus groups, as well as documents and noted observations are used for thematic analysis.Findings-The study demonstrates ways in which vulnerable customers integrate resources to co-create value outcomes. It shows how differing co-creative role of customers with mental illness lead to different customer well-being outcomes. These roles manifest not only the hedonic well-being characteristics of pleasure and happiness but also eudaimonic well-being, which provides a sense of achievement and purpose to customers. The study used selfdetermination theory to identify different forms of eudaimonic well-being derived from the cocreation roles of co-producer, strategic partner and citizen.Originality/value-The co-creation and transformative service literature is extended by demonstrating that a feeling of self-efficacy and self-determination due to value co-creation foster customer well-being. This study demonstrates that co-creation at the point of care and at an organisational or system level impacts individual hedonic and eudaimonic well-being.