c عنوان انگلیسی مقاله:

Consumer engagement in a virtual brand community: An exploratory analysis

ترجمه عنوان مقاله: تعامل مصرف کننده جامعه نام تجاری مجازی: یک تحلیل اکتشافی

رشته: مدیریت بازاریابی

سال انتشار: 2013

تعداد صفحات مقاله انگلیسی: 10 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Despite the extensive use of the term “engagement” in the context of brand communities, the theoretical meaning and foundations underlying this term remain underexplored in the literature to-date. Drawing on a literature review, this study adopts netnographic methodology to explore the nature and scope of consumer engagement in an online brand community environment. The study reveals the complex multidimensional and dynamic nature of consumer engagement, which may emerge at different levels of intensity over time, thus reflecting distinct engagement states. Further, the consumer engagement process comprises a range of sub-processes reflecting consumers’ interactive experience within online brand communities, and value co-creation among community participants. Engaged consumers exhibit enhanced consumer loyalty, satisfaction, empowerment, connection, emotional bonding, trust and commitment. The paper concludes with a discussion of implications for practice and further research.

Keywords: Consumer engagement, Brand online community, Co-created value, Interactivity, Netnography

مقدمه مقاله

The sophisticated information and communication technologies (ICTs), which have developed in parallel with the rise of the Internet, have served as platforms facilitating interaction with and among consumers, and the formation of brand communities (Muñiz and O’Guinn, 2001; Muñiz and Schau, 2005, 2006). Central to discussions about brand communities is the use of the terms “engage” and “engagement” to describe the nature of participants’ specific interactions and/or interactive experiences. For example, in a pioneering article addressing the social influence of brand communities, Algesheimer et al. (2005) use the terms “engage” and/or “engagement” over fifty times. More recently Schau et al.’s (2009) analysis of the contribution of brand communities to value creation, draws on these terms seventy-five times. However, despite the increasing usage of these terms, marketing scholars have paid relatively little attention to the theoretical development of the “engagement” concept, and of “consumer engagement” in online brand communities to-date. Recent business practice discourse, including reports on conferences, seminars, roundtables, blogs, and organizational reports, also provides evidence of the increasing usage of the term “engagement” in the context of business relationships and branding (Appelbaum, 2001). The discourse portrays consumer engagement as a vehicle forcreating, building and enhancing consumer relationships. Consumer engagement is seen both as a strategic imperative for establishing and sustaining a competitive advantage, and as a valuable predictor of future business performance (Sedley, 2008). Specifically, Neff (2007) views consumer engagement as a primary driver of sales growth, while Voyles (2007) suggests consumer engagement enhances profitability.