Paper Type
Complete
Paper Number
1761
Description
With the era of digital advancements, online brand communities (OBCs) are increasingly become the ideal place to promote interaction between brand and users. OBCs are also the way to successfully achieve marketing goals of brands/firms. However, OBCs' managers may not always get the high returns they expect from their investments. Therefore, it is crucial for brands/firms to better understand the mechanisms of consumer engagement and company content marketing strategies in the context of OBCs. This paper comprehensively reviews the status of research on OBCs spanning the period from 2016 to 2023 that expands the last review by Zhang and Benyoucef (2016). Through systematic categorization and analysis of past studies, we found that online brand communities serve as an innovation space that promotes co-value creation among brands and consumers. Additionally, marketer-generated content plays an important role in attracting target users. These findings offer valuable insights for future research on OBCs operation.
Recommended Citation
Yang, Xueping and Mou, Aolan, "Customer Engagement in Online Brand Communities: A Literature Review" (2024). PACIS 2024 Proceedings. 11.
https://aisel.aisnet.org/pacis2024/track20_general/track20_general/11
Customer Engagement in Online Brand Communities: A Literature Review
With the era of digital advancements, online brand communities (OBCs) are increasingly become the ideal place to promote interaction between brand and users. OBCs are also the way to successfully achieve marketing goals of brands/firms. However, OBCs' managers may not always get the high returns they expect from their investments. Therefore, it is crucial for brands/firms to better understand the mechanisms of consumer engagement and company content marketing strategies in the context of OBCs. This paper comprehensively reviews the status of research on OBCs spanning the period from 2016 to 2023 that expands the last review by Zhang and Benyoucef (2016). Through systematic categorization and analysis of past studies, we found that online brand communities serve as an innovation space that promotes co-value creation among brands and consumers. Additionally, marketer-generated content plays an important role in attracting target users. These findings offer valuable insights for future research on OBCs operation.
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