Building brand loyalty through user engagement in online brand communities in social networking sites

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The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm (2017, background): “…organizations to enhance brand awareness (Barreda et al., 2015), magnify trust (Nadeem et al., 2015), generate positive word of mouth (Wang et al., 2016), heighten customer brand loyalty (Zheng et al., 2015), and achieve competitive advantages while marketing their offerings (Jang et al., 2008).”
Drivers of brand community engagement (2020, background): “, 2014) and perceived benefits drive engagement in OBCs (Wirtz et al., 2013; Zheng et al., 2015).”
Consumer behavior in social commerce: A literature review (2016, background): “According to the social exchange theory, consumers are found to evaluate the benefits and costs to decide whether or not to participate in brand pages [110].”
Engaging and retaining customers with AI and employee service (2020, unknown): “Customer engagement can be associated with customer loyalty (Dholakia et al., 2004; Shang et al., 2006; Zheng et al., 2015).”