Consumer engagement in online brand communities

A solicitation of congruity theory

Dados Bibliográficos

ID12420629
AutoresJamid Ul Islam (0000-0002-2545-5162, Indian Institute of Technology Roorkee, autor correspondente), Zillur Rahman (0009-0009-4988-3741, Indian Institute of Technology Roorkee), Linda D Hollebeek (0000-0002-1282-0319, Montpellier Business School)
Ano2017
Volume28
Fascículo1
Páginas23-45
Data de publicação2017-12-11
Peer ReviewedSim
Open AccessSim
TipoARTICLE
PeriódicoInternet Research (JOURNAL)
Identificadores do periódicoISSN: 1066-2243 • E-ISSN: 2054-5657
EditoraEmerald Publishing Limited (PUBLISHER • GB)
DOI10.1108/intr-09-2016-0279
OpenAlexW2774565065
IdiomaEN
Citações recebidas55
Referências citadas108

Purpose The purpose of this paper is threefold: first, to study the influence of self-brand image congruity and value congruity on consumer engagement in online brand communities (OBCs); second to test whether gender moderates this effect; and third, it also examines the role of consumer engagement as a driver of brand loyalty. Design/methodology/approach Using an online questionnaire, 443 responses were collected from consumers who are members of at least one OBC on Facebook. Structural equation modeling was used to analyze the data. Findings The results revealed that both self-brand image congruity and value congruity significantly affect consumer engagement. A positive effect of consumer engagement on brand loyalty was also attained. Third, the results revealed that gender did not moderate the examined relationships. Practical implications This research integrates and broadens existing explanations of different congruity effects on consumer engagement. This study thus suggests the value of developing their OBCs to exhibit congruence with customers’ self-image and value, which in turn, will contribute to the development of brand loyalty. Originality/value This research applies congruity theory to examine the impact of self-brand image- and value congruity on consumer engagement in OBCs. Through the establishment of this novel theoretical link, this study furthers insight into the domain of social media marketing

Advertising · Brand Engagement · Brand Loyalty · Business · Creativity · Loyalty · Originality · Political science · Social media · Structural equation modeling · Value (mathematics · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Psychology · Social Psychology · Marketing