Consumer engagement in online brand communities: a solicitation of congruity theory

By Jamid Ul Islam, Zillur Rahman, Linda D. Hollebeek. Internet Research, 2017

323 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/2ef7fb0581a208ad8c94ab6cbdaaa01ff9b2caef

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Yogesh Kumar Dwivedi
2. Elvira R. Ismagilova
3. Heikki Karjaluoto
4. Cristiana Raquel Lages
5. J. Marbach
6. Man Lai Cheung
7. Daniel Nunan
8. Jamie Carlson

In Organizational Behavior and Human Resource Management

1. Elvira R. Ismagilova
2. Cristiana Raquel Lages
3. J. Marbach
4. Man Lai Cheung
5. Daniel Nunan
6. Jamie Carlson
7. Jennifer E. Rowley
8. Wilson K. S. Leung

In Sociology and Political Science

1. Elvira R. Ismagilova
2. Yogesh Kumar Dwivedi
3. Hiram Ting
4. Heikki Karjaluoto
5. Cristiana Raquel Lages
6. J. Marbach
7. Man Lai Cheung
8. Daniel Nunan

Citations in the corpus

• Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong (2020, background): “…of value co-creation and CBE in driving consumers’ behavioural intention, including brand loyalty (Algharabat et al., 2020), brand equity (Hepola et al., 2017), positive referrals (Islam and Rahman, 2016), purchase intention (Islam et al., 2017) and repurchase intention (Lim et al., 2019).”
• Enhancing consumer engagement in e-commerce live streaming via relational bonds (2020, background): “In recent years, researchers have started to pay increased attention to the motivational factors associated with consumers to engage on social media, such as online brand communities and Facebook (Hanson et al. , 2019; Islam et al. , 2018; Khobzi et al. , 2019; Oh et al. , 2017).”
• Consumer engagement in online brand communities: the moderating role of personal values (2019, background): “The focus on two distinct FHOBCs distinguishes this study from other recent studies that have tested the newly developed OCE scale; these studies give participants the opportunity to choose any Facebook-based online brand community (Islam et al, 2017a; Islam et al., 2017b).”
• Setting the future of digital and social media marketing research: Perspectives and research propositions (2020, background): “…have focused on consumer engagement, underlying characteristics, motivations and impact of eWOM communications, where factors such as: brand engagement (Algharabat et al., 2018), brand image (Seo and Park, 2018), self-brand image congruity (Islam et al., 2018) have influenced consumer behavior.”