Consumer engagement in a virtual brand community: An exploratory analysis

Journal of Business Research

Volumn 66, Issue 1, 2013, Pages 105-114

  Brodie, Roderick J ^a   Ilic, Ana ^a   Juric, Biljana ^a   Hollebeek, Linda ^a  

^a UNIVERSITY OF AUCKLAND BUSINESS SCHOOL   (New Zealand)

Author keywords

Brand; Co created value; Consumer engagement; Interactivity; Netnography; Online community

Indexed keywords

EID: 84870491763     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2011.07.029     Document Type: Article

References (70)

1. Algesheimer R., Dholakia U.M., Hermann A. The social influence of brand community: evidence from European car clubs. Journal of Marketing 2005, 69:19-34. (July).
2. Andersen P.H. Relationship marketing and brand involvement of professionals through web-enhanced brand communities: the case of Coloplast. Industrial Marketing Management 2005, 34(1):39-51.
3. Appelbaum A. The constant consumer. Gallup Management Journal 2001, Available at, [Accessed 24 May 2010]. http://gmj.gallup.com/content/745/Constant-Customer.aspx.
4. Ashley C., Noble S.M., Donthu N., Lemon K. Why customers won't relate: obstacles to relationship marketing engagement. Journal of Business Research 2011, 64:749-756.
5. Bijmolt T.H.A., Leeflang Peter S.H., Block F., Eisenbeiss M., Hardie B.G.S., Lemmens A. Analytics for customer engagement. Journal of Service Research 2010, 13(3):341-356.
6. Bowden J.L.H. The process of customer engagement: a conceptual framework. Journal of Marketing Theory and Practice 2009, 17(1):63-74.
7. Bowden J.L.H. Customer engagement: a framework for assessing customer-brand relationships: the case of the restaurant industry. Journal of Hospitality Marketing and Management 2009, 18(6):574-596.
8. Brodie R.J., Hollebeek L., Juric B., Ilic A. Customer engagement: conceptual domain, fundamental propositions and implications for research. Journal of Service Research 2011, 14(3):1-20.
9. Bryman A., Bell E. Business research methods 2007, Oxford University Press. 2nd edition.
10. Casalo L., Flavian C., Guinaliu M. The impact of participation in virtual brand communities on consumer trust and loyalty: the case of free software. Online Information Review 2007, 34(6):775-792.
11. Chan K.W., Li S.Y. Understanding consumer-to-consumer interactions in virtual communities: the salience of reciprocity. Journal of Business Research 2010, 63:1033-1040.
12. Chatterjee P. Online reviews: do consumers use them? 2001, 28. Advances in Consumer Research, Provo, UT. M.C. Gilly, J. Myers-Levy (Eds.).
13. Chevalier J.A., Mayzlin D. The effect of word-of-mouth on sales: online book reviews. Journal of Marketing Research 2006, 43:345-354. (August).
14. Cova B., Pace S. Brand community of convenience products: new forms of customer empowerment - the case "My Nutella" community. European Journal of Marketing 2006, 40(9/10):1087-1105.
15. Cova B., Salle R. Marketing solutions in accordance with the S-D logic: co-creating value with customer network actors. Industrial Marketing Management 2008, 37:270-277.
16. Customer Engagement Strategies, Inc Available at, [Accessed 31 March 2010]. http://http/www.customerengagement.com/.
17. de Chernatony L., Christodoulides G. Taking the brand promise online: challenges and opportunities. Interactive Marketing 2004, 5(3):238-251.
18. De Valck K., Van Bruggen G., Wierenga B. Virtual communities: a marketing perspective. Decision Support Systems 2009, 47:185-203.
19. Figallo C. Hosting web communities: building relationships, increasing customer loyalty, and maintaining a competitive edge 1998, John Wiley & Sons, New York.
20. Forsström B. Value co-creation in industrial buyer-seller partnerships: creating and exploiting interdependencies. 20th IMP Conference 2004: Copenhagen 2004, Available at, [Accessed 3 May 2010]. http://www.impgroup.org/uploads/dissertations/dissertion_19.pdf.
21. Füller J., Mühlbacher H., Matzler K., Jawecki G. Consumer empowerment through Internet-based co-creation. Journal of Management Information Systems 2009, 26(3):71-102.
22. Gruen T.W., Osmonbekov T., Czaplewski A.J. EWOM: the impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research 2006, 59(4):449-456.
23. Hennig-Thurau T., Gwinner K.P., Walsh G., Gremler D.D. Electronic word-of-mouth via consumer opinion platforms: what motivates consumers to articulate themselves on the Internet?. Journal of Interactive Marketing 2004, 18(1):38-52.
24. Hoffman D.L., Novak T.P. Marketing in hypermedia computer-mediated environments: conceptual foundations. Journal of Marketing 1996, 60:50-68. (July).
25. Hollebeek L.D. Demystifying customer brand engagement: exploring the loyalty nexus. Journal of Marketing Management 2011, 27(7/8):785-807.
26. Keller K.L. Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing 1993, 57(1):1-22.
27. Kothandaraman P., Wilson D.T. The future of competition value-creating networks. Industrial Marketing Management 2001, 30(4):379-389.
28. Kozinets R.V. I want to believe: a netnography of the X-Files subculture of consumption. Advances in Consumer Research 1997.
29. Kozinets R.V. E-tribalized marketing? The strategic implications of virtual communities of consumption. European Management Journal 1999, 17(3):252-264.
30. Kozinets R.V. The field behind the screen: using netnography for marketing research in online communities. Journal of Marketing Research 2002, 39:61-72. (February).
31. Kumar V., Aksoy L., Donkers B., Venkatesan R., Wiesel T., Tillmans S. Undervalued or overvalued customers: capturing total customer engagement value. Journal of Service Research 2010, 13(3):297-310.
32. Longmore M.A. Symbolic interactionism and the study of sexuality. Journal of Sex Research 1998, 35(1):44-58.
33. Lusch R.F., Vargo S.L. The service-dominant logic of marketing: reactions, reflections, and refinements. Marketing Theory 2006, 6(3):281-288.
34. Lusch R.F., Vargo S.L. S-D logic: accommodating, integrating, transdisciplinary, Presentation at the Grand Service Challenge 2010, University of Cambridge, September 23.
35. Mathwick C., Wiertz C., de Ruyter K. Social capital production in a virtual P3 community. Journal of Consumer Research 2008, 34:832-849. (April).
36. Mertz M.A., He Y., Vargo S.L. The evolving brand logic: a service-dominant perspective. Journal of the Academy of Marketing Science 2009, 37(3):328-344.
37. Mollen A., Wilson H. Engagement, telepresence and interactivity in online consumer experience: reconciling scholastic and managerial perspectives. Journal of Business Research 2010, 63:919-925.
38. Morgan R.M., Hunt S. The commitment-trust theory of relationship marketing. Journal of Marketing 1994, 58(3):20-38.
39. MSI - Marketing Science Institute 2010-2012 research priorities Available at, [Accessed 16 May 2010]. http://www.msi.org/pdf/MSI_RP10-12.pdf.
40. Muñiz A.M., O'Guinn T.C. Brand community. Journal of Consumer Research 2001, 27(4):412-432.
41. Muñiz A.M., Schau H.J. Religiosity in the abandoned Apple Newton brand community. Journal of Consumer Research 2005, 31:737-747. (March).
42. Muñiz A.M., Schau H.J. A tale of tales: the Apple Newton narratives. Journal of Strategic Marketing 2006, 14(March):19-33.
43. Nambisan S., Baron R.A. Interactions in virtual customer environments: implications for product support and customer relationship management. Journal of Interactive Marketing 2007, 21(2):42-62.
44. Neff J. OMD proves the power of engagement. Advertising age 2007, 78. Available at, [Accessed 17 May 2010]. http://www.fipp.com/News.aspx?PageIndex=2002&ItemId=13735.
45. Nolan T., Brizland R., Macaulay L. Individual trust and development of online business communities. Information Technology & People 2007, 20(1):53-71.
46. Oldenburg R. The great good place: cafes, coffee shops, bookstores, bars, hair salons, and other hangouts at the heart of the community 1999, Marlowe & Company, New York. 3rd ed.
47. Patterson P., Yu T., de Ruyter K. Understanding customer engagement in services. Advancing theory, maintaining relevance, proceedings of ANZMAC 2006 conference, Brisbane 2006, 4-6 December.
48. Payne A., Storbacka K., Frow P. Managing the co-creation of value. Journal of the Academy of Marketing Science 2008, 36(1):83-96.
49. Payne A., Storbacka K., Frow P., Knox S. Co-creation: diagnosing the brand relationship experience. Journal of Business Research 2009, 62(3):379-389.
50. Pham M.T., Avnet T. Rethinking regulatory engagement theory. Journal of Consumer Psychology 2009, 19:115-123.
51. Porter C.E., Donthu N. Cultivating trust and harvesting value in virtual communities. Management Science 2008, 54(1):113-128.
52. Prahalad C.K., Ramaswamy V. Co-creating unique value with customers. Strategy & Leadership 2004, 32(3):4-9.
53. Prahalad C.K., Ramaswamy V. Co-creation experiences: the next practice in value creation. Journal of Interactive Marketing 2004, 18(3):5-14.
54. Ramaswamy V. Leading the transformation to co-creation of value. Strategy & Leadership 2009, 37(2):32-37.
55. Resnick E. Defining engagement. Journal of International Affairs 2001, 54(2):551-566.
56. Richins M.L., Bloch P.H. Post-purchase satisfaction: incorporating the effects of involvement and time. Journal of Business Research 1991, 23:145-158.
57. Sawhney M., Verona G., Prandelli E. Collaborating to create: the Internet as a platform for customer engagement in product innovation. Journal of Interactive Marketing 2005, 19(4):4-17.
58. Schau H.J., Muñiz A.M., Arnould E.J. How brand community practices create value. Journal of Marketing 2009, 73:30-51. (September).
59. Schouten J.W., McAlexander J.H., Koenig H.F. Transcendent customer experience and brand community. Journal of the Academy of Marketing Science 2007, 35(3):357-368.
60. Sedley R. Six theses on digital customer engagement in a troubled economy Available at, [Accessed 21 February 2010]. http://richard-sedley.iuplog.com/default.asp?item=298747.
61. Thomsen S.R., Straubhaar J.D., Bolyard D.M. Ethnomethodology and the study of online communities: exploring the cyber streets. Information Research 1998, 4(1). Available at, [Accessed 30 April 2010]. http://informationr.net/ir/4-1/paper50.html?ref=BenimShopum.com.
62. Van Doorn J., Lemon K.E., Mittal V., Naβ S., Pick D., Pirner P., et al. Customer engagement behavior: theoretical foundations and research directions. Journal of Service Research 2010, 13(3):253-266.
63. Vargo S.L. Toward a transcending conceptualization of relationship: a service-dominant logic perspective. The Journal of Business and Industrial Marketing 2009, 24(5/6):373-379.
64. Vargo S.L., Lusch R.F. Evolving to a new dominant logic for marketing. Journal of Marketing 2004, 68(1):1-17.
65. Vargo S.L., Lusch R.F. Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science 2008, 36:1-10.
66. Vivek SD, Beatty SE, Morgan RM. Consumer engagement: Exploring customer relationships beyond purchase. Marketing Theory and Practice, forthcoming.
67. Voyles B. Beyond loyalty: meeting the challenge of customer engagement, Economist Intelligence Unit Available at, [Accessed 31 January 2010]. http://www.adobe.com/engagement/pdfs/partI.pdf.
68. Ward K.J. The cyber-ethnographic (re)construction of two feminist online communities. Sociological Research Online 1999, 4(1). Available at, [Accessed 20 February 2010]. http://www.socresonline.org.uk/socresonline/4/1/ward.html.
69. Wiertz C., de Ruyter K. Beyond the call of duty: why consumers contribute to firm-hosted commercial online communities. Organization Studies 2007, 28(3):347-376.
70. Zimmerman M.A., Warschausky S. Empowerment theory for rehabilitation research: conceptual and methodological issues. Rehabilitation Psychology 1998, 43(1):3-16.