Antecedents and consequences of customer engagement in online brand communities

摘要: Today, organizations require additional efforts to develop new streams of revenue as competition is intense and customers are hard secure at a mature stage. The advent social networking sites serves an alternative tactic for form online brand communities, engage hence foster loyalty. This article presents research model antecedents consequences customer engagement in communities on sites. Specifically, we examined how system support, community value, freedom expression, rewards recognition encourage engagement, well influences repurchase intention word-of-mouth intention. We tested the with sample 276 members. Empirical data supported our hypotheses, revealed that mediates relationships between characteristics current study validated propositions from prior conceptual frameworks, shed light practitioners scholars.