Retaining consumer engagement in online retail brand communities

Abstract

PurposeIntegrating uses and gratifications theory with social exchange theory, this study examines the antecedents of online brand community commitment and engagement and their impact on offline purchase intention.Design/methodology/approachPurposive sampling was used to administer an online survey to 205 members of a Facebook brand community of a global retailer.FindingsThe results verified the significant influence of online self-congruity on commitment and engagement and confirmed the full mediating role of engagement between commitment and offline purchase intention.Research limitations/implicationsThe study focused on a global chain retailer's peer-initiated online brand community as the focal data collection site.Practical implicationsThe findings provide several managerial implications that can help retailers understand consumer behaviors in peer-initiated online brand communities.Originality/valueThe study offers insights into the dynamics between individual and group characteristics in online brand communities.