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Publicação
Consumer engagement in social media brand communities
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Orientador(es)
Resumo(s)
With the prevalence of social media, a great deal of research has examined consumer engagement in social media brand communities. However, we lack a holistic understanding of the phenomena. Given the importance and relevance of this topic to Information Systems researchers, this study aims to summarise the current state of research on the topic and identify research gaps. Following the descriptive search approach, this study identifies and analyses 134 articles. Our analysis shows that prior studies adopted various research approaches and methods to study consumer engagement in social media brand communities. In addition, researchers adopted varied definitions and studied consumer engagement using the attitudinal, behavioural, and motivational dimensions. Our analysis also shows that Uses and Gratifications Theory and Social Identification Theory were the most referred theories in prior studies. Finally, we conclude our study by proposing an integrative framework and suggesting research opportunities and future research directions.
Descrição
Santos, Z. R., Cheung, C. M. K., Coelho, P. S., & Rita, P. (2022). Consumer engagement in social media brand communities: A literature review. International Journal Of Information Management, 63(April), 1-38. [102457]. https://doi.org/10.1016/j.ijinfomgt.2021.102457 ---%ABS2%
Palavras-chave
Consumer engagement Social media Literature review Integrative framework Management Information Systems Information Systems Computer Networks and Communications Marketing Information Systems and Management Library and Information Sciences Artificial Intelligence