249: Here's what Motivates and Stimulates Online Community Engagement!

 

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A review of the study 'The impact of online brand community characteristics on customer engagement'.

Stimulus-Organism-Response paradigm by Woodworth 1954

RQ: What motivates customers to engage in the brand communities?

Questionnaire survey of 430 Facebook users

4 Variables: Unique characteristics:
1) information quality,
2) system quality,
3) virtual interactivity, and
4) rewards

Results reveal that:
1) each of the characteristics positively influences customer engagement
2) Strongest were information quality and virtual interactivity bearing the strongest influence.
3) Customer engagement also exhibits a strong positive impact on brand loyalty.

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