Managing brands and customer engagement in online brand communities

TLDR

Rapid technology changes drive interest in understanding the emergence and implications of online brand communities. The paper explores online brand communities from both consumer and company perspectives. The authors synthesize existing literature on online brand communities and propose future research priorities. A conceptual framework is presented that extends understanding of online brand communities and consumer engagement, identifying four key dimensions—brand orientation, internet‑use, funding, and governance—and proposing three antecedents—brand‑related, social, and functional—of consumer‑OBC engagement.

Abstract

Purpose Given the dramatic technology‐led changes that continue to take place in the marketplace, researchers and practitioners alike are keen to understand the emergence and implications of online brand communities (OBCs). The purpose of this paper is to explore OBCs from both consumer and company perspectives. Design/methodology/approach The study provides a synthesis of the extant OBC literature to further our understanding of OBCs, and also puts forth future priorities for OBC research. Findings A conceptual framework is provided that extends our understanding of OBCs and consumer engagement. Four key OBC dimensions (brand orientation, internet‐use, funding and governance) are identified and three antecedents (brand‐related, social and functional) are proposed of consumer‐OBC engagement. Originality/value This study is the first to explore key dimensions of OBCs, and the differing but related perspectives of the consumers and organizations involved.