Consumer engagement in a virtual brand community: An exploratory analysis

Brodie, Roderick J.; Ilić, Ana; Jurić, Biljana; Hollebeek, Linda D.

doi:10.1016/j.jbusres.2011.07.029

Cited by 2,334 publications

(2,572 citation statements)

References 52 publications

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“…According to Brodie et al (2011Brodie et al ( , 2013, CE represents a highly context-dependent psychological state, characterized by a speci c intensity level that plays a center role in the process of relational exchange. Moreover, other relational concepts can act as antecedents and/or consequences in CE processes.…”

Section: The Concept Of Customer Engagementmentioning

confidence: 99%

“…In terms of context-based factors, engagement has been studied primarily in online settings, namely virtual brand communities (e.g., Brodie et al, 2013;Gummerus et al, 2012;Lee, Kim, & Kim, 2011;Wirtz et al, 2013), given its conducive, interactive, and relationship centric nature (Tsai & Men, 2013), while other settings remain largely unexplored in academic research. Nowadays, with communication technologies and information systems, it is possible to interact with and among consumers (Brodie et al, 2013).…”

Section: The E Ect Of Context On Engagement and Propensity To Engagementioning

confidence: 99%

“…Nowadays, with communication technologies and information systems, it is possible to interact with and among consumers (Brodie et al, 2013). Online brand or user communities allow strengthening consumer relationships and engaging with brands (Bolton et al, 2013).…”

Section: The E Ect Of Context On Engagement and Propensity To Engagementioning

confidence: 99%

“…Customer engagement (CE) refers to a broader "transcending" relational perspective (Vargo, 2009) and is described as a signi cant tool for building and improving relationships with customers, namely service relationships (Brodie, Hollebeek, Juric, & Ilic, 2013). Engagement implies a deeper relationally based level and, thus, has an important place in contributing to the understanding of customer outcomes, namely loyalty-related outcomes (Bowden, 2009).…”

Section: Introductionmentioning

confidence: 99%

“…Most studies are descriptive or conceptual in nature (e.g., Brodie et al, 2011;Sashi, 2012;Van Doorn et al, 2010;Vivek et al, 2012) and much of what has been written about engagement has its basis in management practice rather than in academic research (Bowden, 2009). Moreover, while CE is considered a multidimensional construct with cognitive, emotional and behavioral components, few empirical research focus the attitudinal antecedents of engagement Also, though CE is a context-dependent concept, most studies refer to speci c settings (Vivek, 2009), namely online brand communities, instead of the "physical world, " and thus these are elds that require further attention (Brodie et al, 2013). According to Brodie et al (2011), engagement research across a wide range of service contexts is expected to contribute more e ectively to furthering scholarly understanding of engagement processes.…”

Section: Introductionmentioning

confidence: 99%

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Customer Engagement and Loyalty: A Comparative Study Between Service Contexts

Fernandes

Esteves

2016

Services Marketing Quarterly

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The article discusses the e ect of context on customer engagement and presents propensity to engage as an attitudinal antecedent of loyalty behaviors. We argue that customers may hold di erent propensity to engage depending on the speci c service context, which in turn will in uence more or less favorable behaviors. Data were collected through a convenience sample of consumers in two settings, high and low contact services. Results revealed that propensity to engage and loyalty behaviors vary signi cantly between the contexts studied. We also conclude that the majority of loyalty behaviors are correlated, in both contexts, with customers' propensity to engage.

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Section: The Concept Of Customer Engagementmentioning

confidence: 99%

Section: The E Ect Of Context On Engagement and Propensity To Engagementioning

confidence: 99%

Section: The E Ect Of Context On Engagement and Propensity To Engagementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Customer Engagement and Loyalty: A Comparative Study Between Service Contexts

Fernandes

Esteves

2016

Services Marketing Quarterly

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Social Networks

Chewning¹

2018

The International Encyclopedia of Strategic Communication

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This entry describes the basic tenets of social networks, which are the macro‐level social structures resultant from micro‐level communication. Social actors, including individuals and institutions, become embedded in social networks through repeated communication with the same parties. Past history and trust fuel future interactions that guard against opportunism and further embed members in the network. The structural properties of networks have implications for power, resource availability, and information flow, which can affect success of both individual actors and the overall network. Stakeholder networks develop relative to institutions, both enabling and constraining institutional actions. Interaction in social networks leads to a variety of social phenomena, including the creation of social capital and opportunities for collective action and activism. Social media enables the extension of networks beyond time and space constraints, allowing members to organize based on common interest and need, changing the social order of communication.

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In‐Depth Interviews

Rutledge

Hogg

2020

The International Encyclopedia of Media Psychology

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An in‐depth interview is a qualitative research technique that is used to conduct detailed interviews with a small number of participants. In contrast to other forms of qualitative research, researchers using an in‐depth interviewing approach invest a significant amount of time with each participant employing a conversational format. Interview questions are primarily open‐ended and lead to a discovery‐oriented approach. The purpose of in‐depth interviewing is to get detailed information that sheds light on an individual's perspective, experiences, feelings, and the derived meaning about a particular topic or issue. A commonly‐employed qualitative technique in the social sciences, in‐depth interviewing is most frequently used in media psychology to better understand how to approach a topic that needs further study and can be a valuable component in multi‐method research designs. As a standalone research method, in‐depth interviewing has limitations for media applications due to the lack of generalizability.

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Consumer engagement in a virtual brand community: An exploratory analysis

Cited by 2,334 publications

References 52 publications

Customer Engagement and Loyalty: A Comparative Study Between Service Contexts

Customer Engagement and Loyalty: A Comparative Study Between Service Contexts

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