Consumer Engagement in a Virtual Brand Community: An Analysis

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Consumer engagement in a virtual brand community: An exploratory Analysis How does the paper fit into the existing literature in its area? The article fits effectively and efficiently in to the existing literature in relation to the concept of consumer engagement. The article notes that consumers and the concept of consumer engagement are more strategic means of enhancing relationship between shareholders and stakeholders within the market and industry of operation (Brodie et al, 2011). This is because of the opportunity to develop consumer interaction and participation. According to the article, consumer engagement is a multidimensional concept in the realization of the goals and objectives of an organization within the context of the market or industry of operation. It entails cognitive, emotional, and behavioural perspectives of the consumers thus enabling organizations to focus on the empowerment, satisfaction, loyalty, and trust of the consumers. In the examination of the dimensions of the consumer engagement behaviour, there are elements such as positive and negative valence, modality/form, temporal or geographic scope (Sashi, 2012). There are various types of consumer engagement behaviours evident in the development of the research article: co-creation, blogging, writing reviews, helping other customers, complaining behaviour, and engagement in the legal action. According to the article, engaged consumers experience and demonstrate elements such as satisfaction,
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