How social media aids consumer engagement: The value of an online brand community

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Marketing interest in consumer engagement is widely evident. This is illustrated by the fact that having a substantial base of engaged consumers is now high on the agenda of many marketers. And why shouldn’t it be? After all, individuals demonstrating such high levels of commitment can secure added value for the brand in question. Engagement inspires tendencies which reach further than purchasing and other market-related activities. High levels of attachment are typical of engaged consumers who will often thus serve as brand advocates.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2015), "How social media aids consumer engagement: The value of an online brand community", Strategic Direction, Vol. 31 No. 6, pp. 21-23. https://doi.org/10.1108/SD-05-2015-0062