Consumer engagement in social media brand communities: A literature review

Research output: Contribution to journalReview articlepeer-review

Abstract

With the prevalence of social media, a great deal of research has examined consumer engagement in social media brand communities. However, we lack a holistic understanding of the phenomena. Given the importance and relevance of this topic to Information Systems researchers, this study aims to summarise the current state of research on the topic and identify research gaps. Following the descriptive search approach, this study identifies and analyses 134 articles. Our analysis shows that prior studies adopted various research approaches and methods to study consumer engagement in social media brand communities. In addition, researchers adopted varied definitions and studied consumer engagement using the attitudinal, behavioural, and motivational dimensions. Our analysis also shows that Uses and Gratifications Theory and Social Identification Theory were the most referred theories in prior studies. Finally, we conclude our study by proposing an integrative framework and suggesting research opportunities and future research directions.

Original languageEnglish
Article number102457
Pages (from-to)1-38
Number of pages38
JournalInternational Journal Of Information Management
Volume63
Issue numberApril
Early online date25 Nov 2021
DOIs
Publication statusE-pub ahead of print - 25 Nov 2021

Keywords

  • Consumer engagement
  • Social media
  • Literature review
  • Integrative framework

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