Customer engagement in firm-initiated and consumer-initiated online brand communities: an exploratory study

Vishwas G. Raichur (), Dinesh Sharma () and Arti D. Kalro ()
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Vishwas G. Raichur: Indian Institute of Technology Bombay
Dinesh Sharma: Indian Institute of Technology Bombay
Arti D. Kalro: Indian Institute of Technology Bombay

Information Systems and e-Business Management, 2025, vol. 23, issue 1, No 8, 169-207

Abstract: Abstract This study examines the difference between Facebook-based firm-initiated online brand communities (FIOBCs) and consumer-initiated online brand communities (CIOBCs). A content analysis of 2512 Facebook posts across twelve online brand communities (OBCs) of six brands was conducted using Netnography. This was followed by ten in-depth interviews of community members of these online brand communities. The most engaging posts in the consumer-initiated online brand community provide information and focus on self-enhancement and brand identification. In the firm-initiated online brand community, posts related to a brand, new product launches, greetings, and rewards were perceived as most engaging. Additionally, it was found that the drivers of engagement are informational, economic, and social benefits, brand identification, and self-enhancement. This paper contributes to customer engagement and brand community literature by examining the differences between firm-initiated and consumer-initiated online brand communities, focusing on Facebook-based online brand communities.

Keywords: Customer engagement; Online brand community; Netnography; Facebook (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s10257-023-00630-6

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