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Journal of Marketing Management Volume 33, 2017 - Issue 17-18
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Exploring the drivers of customer engagement behaviours in social network brand communities: towards a customer-learning model

Chang-Tang ChiangDepartment of Accounting, Shih Chien University, Taipei, TaiwanView further author information
,
Chiou-Fong WeiBusiness School, Nan-fang College of Sun Yat-Sen University, Guangzhou, ChinaCorrespondence[email protected]
View further author information
,
Kevin R. ParkerDepartment of Informatics and Computer Science, Idaho State University, Pocatello, ID, USAView further author information
&
Bill DaveyDepartment of Business IT and Logistics, RMIT University, Melbourne, AustraliaView further author information
Pages 1443-1464 | Received 22 Jan 2017, Accepted 29 Oct 2017, Published online: 05 Dec 2017

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En-Yi Chou & Cheng-Yu Lin. (2023) Building a social media community around your brand: the moderating role of firm engagement tactics. Journal of Marketing Management 39:7-8, pages 702-734.
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Kashif Farhat, Wajeeha Aslam, Sany Sanuri Mohd Mokhtar & Iviane Ramos de Luna. (2023) A Forgotten Tale of Lurking Engagement and Social Media-Based Brand Communities. Journal of Internet Commerce 22:2, pages 189-223.
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Amy Wong. (2023) Understanding Consumer Brand Love, Brand Commitment, and Brand Loyalty. Journal of Relationship Marketing 22:2, pages 87-114.
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Austin Rong-Da Liang. (2022) Consumers as co-creators in community-based tourism experience: Impacts on their motivation and satisfaction. Cogent Business & Management 9:1.
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Teresa Fernandes & Ana Castro. (2020) Understanding drivers and outcomes of lurking vs. posting engagement behaviours in social media-based brand communities. Journal of Marketing Management 36:7-8, pages 660-681.
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Sarah-Louise Mitchell & Moira Clark. (2019) Reconceptualising product life-cycle theory as stakeholder engagement with non-profit organisations. Journal of Marketing Management 35:1-2, pages 13-39.
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Shu-Chuan Chu, Che-Hui Lien & Yang Cao. (2019) Electronic word-of-mouth (eWOM) on WeChat: examining the influence of sense of belonging, need for self-enhancement, and consumer engagement on Chinese travellers’ eWOM. International Journal of Advertising 38:1, pages 26-49.
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Articles from other publishers (34)

Spencer M. Ross. (2024) @Brand-to-@brand: the value co-creating impact of social media interactions on consumer–brand evaluations. Journal of Research in Interactive Marketing.
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Jian Zheng, Renjing Liu, Ru Zhang & Hao Xu. (2022) How do firms use virtual brand communities to improve innovation performance? Based on consumer participation and organizational learning perspectives. European Journal of Innovation Management 27:3, pages 894-921.
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Jean‐Éric Pelet, Basma Taieb, Benoît Lecat, Nic S. Terblanche & Rami Alkhudary. (2023) Exploring how consumer cooperatives might strategically incorporate social media to distribute wine. Journal of Consumer Behaviour 23:2, pages 915-928.
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Winee Saikia & Abhigyan Bhattacharjee. (2023) Digital consumer engagement in a social network: A literature review applying TCCM framework. International Journal of Consumer Studies 48:1.
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Xiaodan Wang, Xin Wang, Tinghui Huang, Limin Liu, Xiaohui Chen, Xin Yang, Jia Lu & Hanxi Wang. (2023) Relationship between the Latent Profile of Online Socially Regulated Learning and Collaborative Learning Motivation. Sustainability 16:1, pages 181.
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Yaniv Gvili & Shalom Levy. (2023) I Share, Therefore I Trust: A moderated mediation model of the influence of eWOM engagement on social commerce. Journal of Business Research 166, pages 114131.
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Divine Q. Agozie & Muesser Nat. (2023) Driving organizational communication impact on social media: Understanding Information, Relational, and Action content for Effective Resource Mobilization and Awareness in Africa. Information Development.
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Huijuan Zeng & Zheshi Bao. (2023) Understanding continuance intention of social Q&A communities for informal learning among university students. Psychology in the Schools 60:7, pages 2156-2172.
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Ritu Srivastava, Parul Gupta, Harish Kumar & Nikhita Tuli. (2023) Digital customer engagement: A systematic literature review and research agenda. Australian Journal of Management, pages 031289622311770.
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T. M. T Mohammad, B. R. M. R. I. M. Jayasundara, N. S. R Corera & D. E. D. Marasinghe. (2023) Role of customer learning and supplier learning in Ensuring Supply Chain Resilience: with special reference to Sri Lankan FMCG sector. SSRN Electronic Journal.
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Katarzyna Żyminkowska, Jolanta Perek‐Białas & Grzegorz Humenny. (2022) The effect of product category on customer motivation for customer engagement behaviour. International Journal of Consumer Studies 47:1, pages 299-316.
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Thomas Angerer & Pierre Stern. 2023. Digitales Marketing und Management. Digitales Marketing und Management 297 349 .
Thomas Angerer. 2023. Digitales Marketing und Management. Digitales Marketing und Management 1 66 .
Seyed Pouyan Eslami, Maryam Ghasemaghaei & Khaled Hassanein. (2022) Understanding consumer engagement in social media: The role of product lifecycle. Decision Support Systems 162, pages 113707.
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Divine Q. Agozie & Muesser Nat. (2022) Do communication content functions drive engagement among interest group audiences? An analysis of organizational communication on Twitter. Humanities and Social Sciences Communications 9:1.
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Tim Mazzarol, Geoffrey N. Soutar, Sophie Reboud & Delwyn Clark. (2022) Customer versus member engagement: Does mutuality matter?. Journal of Co-operative Organization and Management 10:1, pages 100166.
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Xiaochi Sun, Andreas Benedikt Eisingerich, Thomas Foscht, Xuebin Cui & Judith Schloffer. (2022) Why do customers want to learn? Antecedents and outcomes of customer learning. European Journal of Marketing 56:3, pages 677-703.
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Zélia Raposo Santos, Christy M K Cheung, Pedro Simões Coelho & Paulo Rita. (2022) Consumer engagement in social media brand communities: A literature review. International Journal of Information Management 63, pages 102457.
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Sonja Sarasvuo, Anne Rindell & Marina Kovalchuk. (2022) Toward a conceptual understanding of co-creation in branding. Journal of Business Research 139, pages 543-563.
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Nicole R. Fuller, McDowell PorterIIIIII & Elyria A. Kemp. 2022. Celebrating the Past and Future of Marketing and Discovery with Social Impact. Celebrating the Past and Future of Marketing and Discovery with Social Impact 405 416 .
Othman Boujena, Isabelle Ulrich, Aikaterini Manthiou & Bruno Godey. (2021) Customer engagement and performance in social media: a managerial perspective. Electronic Markets 31:4, pages 965-987.
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Thanuka Mahesha de Silva. (2021) The role of customer engagement in cultivating relationships with automotive Facebook brand pages. Online Information Review 45:7, pages 1362-1380.
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Xiaochi Sun, Thomas Foscht & Andreas B. Eisingerich. (2021) Does educating customers create positive word of mouth?. Journal of Retailing and Consumer Services 62, pages 102638.
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Si Tan & Weiping Chen. (2021) How marketer-generated content characteristics affect consumer engagement? Empirical evidence from China's WeChat food marketing. British Food Journal ahead-of-print:ahead-of-print.
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Mohsen Behnam, Linda D. Hollebeek, Moira K. Clark & Reza Farabi. (2021) Exploring customer engagement in the product vs. service context. Journal of Retailing and Consumer Services 60, pages 102456.
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Sara Santos, Pedro Espírito Santo & Luísa Augusto. 2021. Insights, Innovation, and Analytics for Optimal Customer Engagement. Insights, Innovation, and Analytics for Optimal Customer Engagement 91 116 .
R. Mary Metilda & A. Grace Antony Rose. 2021. 2nd EAI International Conference on Big Data Innovation for Sustainable Cognitive Computing. 2nd EAI International Conference on Big Data Innovation for Sustainable Cognitive Computing 191 201 .
Sara Shawky, Krzysztof Kubacki, Timo Dietrich & Scott Weaven. (2020) A dynamic framework for managing customer engagement on social media. Journal of Business Research 121, pages 567-577.
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Nilşah CAVDAR AKSOY, Ebru TÜMER KABADAYI, Alev KOCAK ALAN & Coşkun ERMEHAN. (2020) Müşterilerin Mobil Uygulamalara Yönelik İlgin Davranma Niyeti: Navigasyon Uygulamaları ÖrneğiCustomer Engagement Behavioral Intention Towards Mobile Applications: Mobile Navigations as An Example. İzmir İktisat Dergisi 35:3, pages 573-592.
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Muhammad Junaid, Khalid Hussain, Abdul Basit & Fujun Hou. (2019) Nature of brand love: examining its variable effect on engagement and well-being. Journal of Brand Management 27:3, pages 284-299.
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Sanjit Kumar Roy, Vaibhav Shekhar, Ali Quazi & Mohammed Quaddus. (2020) Consumer engagement behaviors: do service convenience and organizational characteristics matter?. Journal of Service Theory and Practice 30:2, pages 195-232.
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Man Lai Cheung, Guilherme Pires & Philip J. Rosenberger. (2020) The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics 32:3, pages 695-720.
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Marco Mandolfo, Shan Chen & Giuliano Noci. (2020) Co-creation in new product development: Which drivers of consumer participation?. International Journal of Engineering Business Management 12, pages 184797902091376.
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Ya-Yun Cheng, Wei-Feng Tung, Ming-Hsien Yang & Chang-Tang Chiang. (2019) Linking relationship equity to brand resonance in a social networking brand community. Electronic Commerce Research and Applications 35, pages 100849.
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