 Online brand community engagement: Scale development and validationBrian J. Baldus, Clay Voorhees and Roger Calantone Journal of Business Research, 2015, vol. 68, issue 5, 978-985 Abstract: In a quest for connecting with customers, the world's largest brands have gone online to develop communities to interact with consumers. Despite widespread adoption less is known about what motivates consumers to continually interact in these communities. Across six studies, we develop and test a typology of online brand community engagement (i.e., the compelling intrinsic motivations to continue interacting with an online brand community). We identify 11 independent motivations and test the scale's predictive power for participation in an online brand community. This study provides a much needed refinement to the disparate conceptualizations and operationalizations of engagement in the literature. As a result, academic researchers can now rely on a diverse set of motivational measures that best fit the context of their research, adding to the versatility of future research studies. The results provide managers with new insight in the motivations for and impact of interacting in online brand communities. Keywords: Online brand communities; Scale development; Branding; Consumer motivation; Brand community (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:68:y:2015:i:5:p:978-985 DOI: 10.1016/j.jbusres.2014.09.035 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.