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The paper concludes with a discussion of implications for practice and further research.► Customer engagement (CE) is an important concept in online brand communities.
► CE has behavioral, cognitive and emotional dimensions.
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Despite the extensive use of the term “engagement” in the context of brand communities, the theoretical meaning and foundations underlying this term remain underexplored in the literature to-date.
Further, the consumer engagement process comprises a range of sub-processes reflecting consumers' interactive experience within online brand communities, and value co-creation among community participants.
Engaged consumers exhibit enhanced consumer loyalty, satisfaction, empowerment, connection, emotional bonding, trust and commitment.
Drawing on a literature review, this study adopts netnographic methodology to explore the nature and scope of consumer engagement in an online brand community environment.
A young woman, Lucy, receives a message of a girl friend of hers, whom invites her for a Webchat.
After a while, her friend begins to get undressed on her Webcam. See full summary » A young American backpacker, ALLIE (Tammin Sursok), falls in with a mysterious group of ex-pats living in Bangkok who perform on a provocative interactive website called "Cam2Cam." The seductive allure of Bangkok along with the strange sexual magnetism of the group's leader, MARIT, turn Allie's world inside out.