Customer Engagement Towards Development Of A Conceptual Framework And Empirical Study In Online Brand Community

Abstract

In the contemporary business landscape, the advent of digital technology and many newlineonline platforms has revolutionized the way brands and customers interact, engage, and newlineparticipate leading to the rise of online brand communities. These online communities serve newlineas digital hubs where customers gather to share experiences, exchange knowledge and build newlineconnections with like-minded individuals who share a common interest in a particular brand. newlineAs these online brand communities become increasingly prevalent, their potential as a newlinepowerful tool for fostering customer engagement has garnered significant attention from newlinescholars, marketers, and businesses alike. As internet users shift from me-centric social newlinesharing to we-centric sharing, online brand community sites have become the preferred newlinevenues for the expanding volume of user-generated content. In the past, social media gave newlineusers a platform to be themselves, but things have changed. Internet users still desire to newlineexpress their individuality, but in a setting that fosters community. Peer-to-peer relationships newlineon community sites are perceived as more meaningful and friendlier. Social media platforms newlineused to be places where people could freely discuss personal information about their lives newlinewith hundreds of followers. These days, however, their main purpose is to serve as platforms newlinefor media consumption, with personal sharing increasingly taking a backseat. Online newlinecommunities are becoming a more popular choice for internet users looking for real newlinerelationships and a platform to express themselves. A space for real humane connection and newlinebelonging in the digital world can be found in online brand communities. newlineCustomer engagement in online brand communities has evolved into a strategic newlineinstrument for marketers to support brand loyalty, trust, and subsequently brand repurchase newlineintention. But due to (for example, data breaches, fake news, fraudulent reviews etc.