Customer engagement in a Facebook brand community

By Johanna Gummerus, Veronica Liljander, E. Weman, Minna Pihlström. 2012

950 citations recorded by the source corpus.

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

View Paper: https://www.semanticscholar.org/paper/cc26e71261fb61665f8a93c9fa2be0574b46eaae

How researchers see this paper

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

In Information Systems and Management

In Organizational Behavior and Human Resource Management

In Sociology and Political Science

Citations in the corpus

Using Message Strategy to Drive Consumer Behavioral Engagement on Social Media (2018, background): “These actions represent an active form of brand engagement in which consumers take extra steps to interact with brand posts beyond mere exposure (Gummerus et al., 2012; Kabadayi and Price, 2014).”
Consumer behavior in social commerce: A literature review (2016, background): “Other factors Consumer engagement [6,20,28,60] Culture [12,27,95] Involvement [20] Perceived ease of use [9,93] Perceived privacy risk [96] esponse Search Browsing [70,83] Evaluation Attitude [88,105,106]”
Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization (2019, background): “Data collection through a self-selection sampling has become very popular in many recent studies that examined consumer behaviour on social media, e.g. (Gummerus, Liljander, Weman, & Pihlström, 2012; Kudeshia, Sikdar, & Mittal, 2016).”
Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response (2018, background): “Literature also supports the idea that customer participation affects brand in various aspects, for example, brand trust, brand loyalty, brand equity etc. (Casaló et al., 2007; Chae and Ko, 2016; Gummerus et al., 2012; Hennig-Thurau et al., 2010).”
How stories generate consumer engagement: An exploratory study (2019, background): “Unlike a number of studies examining the impact of brand content on CE (Gummerus et al., 2012; Schultz, 2017; Gavilanes et al., 2018; Lee et al., 2018), this one does not consider measuring the number of “likes”, “comments” or “shares” on a piece of content as an appropriate capture of CE.”
The Role of Customer Engagement in Building Consumer Loyalty to Tourism Brands (2016, background): “Despite the growing interest in fostering CE, empirical research is relatively limited (Bolton 2011; Gummerus et al. 2012), and very little is known about the role CE plays in brand loyalty development and how it interacts with established loyalty determinants.”
Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love (2019, background): “Hence, our findings contribute to the debate on the role of Facebook brand pages in the building of consumer affective responses, and confirm that social media brand communities are a critical brandmanagement tool (Gummerus et al., 2012; Hudson et al., 2016; Vernuccio et al., 2015).”
Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing (2019, background): “In the social media setting, entertainment is a key motivator for consumers to create and share user-generated content (Phelps, Lewis, Mobilio, Perry, & Raman, 2004) and to participate in the social media brand community (Gummerus, Liljander, Weman, & Pihlström, 2012).”
Can Social Media Marketing Improve Customer Relationship Capabilities and Firm Performance? Dynamic Capability Perspective (2017, background): “Customer engagement occurs on social media when delighted or loyal customers share their positive feelings in interactions with others in their social networks and become advocates for a product, brand, or company (Gummerus et al. 2012; Sashi 2012).”
Drivers of brand community engagement (2020, background): “Brand community engagement has been defined as the holy grail of social media (Habibi et al., 2014).”