Managing brands and customer engagement in online brand communities

by : Jochen Wirtz

Publikasi pada : Emerald-Journal of Service Management, Vol. 24 No. 3, 2013 pp. 223-244

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.

Keywords : Internet, Communities, Brands, Social networks, Online brand community,
Consumer behaviour, Brand management, Customer engagement, Brand engagement, Brand equity,
Community governance, Community funding

Introduction
The dramatic change that has taken place in our societies and in our economies since
the nineteenth century is reflected clearly in the development of our communities.
Where previously unheard of, consumption communities came into existence with the
introduction of mass media and modern marketing. As a result, people have increasingly
based their societal identity on their consumptive role, related their identity to the
brands they consume, and developed fairly defined consumer identities. While the first
brand communities (BCs) emerged as an outcome of high levels of customer-brand
engagement, the last decade has seen a proliferation of online BCs (many of which now
operate on a global scale) as the result of the massive adoption of advances in internet,

social media and mobile technologies. These developments have . . . . .. .  . .(baca selengkapnya)

Artikel lengkap dikompilasi oleh/hubungi :

Kanaidi, SE., M.Si  (Penulis “Buku PERIKLANAN”, Service Quality and Motivation Trainer, Dosen Marketing Management,  Praktisi Bisnis)

e-mail :kana_ati@yahoo.com atau kanaidi@yahoo.com atau kanaidi@poltekpos.ac.id atau kanaidi@posindonesia.co.id

HP. 08122353284 
Pin BB : 27CBC148

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