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 …

Background Patient participation in the health care domain has surged dramatically through
the availability of digital health platforms and online health communities (OHCs). Such …

Despite the considerable expansion of brand-hosted social media, it is still not clear whether
and how brand-consumer social sharing contributes to virtual media engagement. Drawing …

The recently introduced construct of consumer sharing is represented as a nonreciprocal,
pro-social distribution of resources given without expectation of reciprocity (Belk …

Extant research tends to adopt a community perspective when examining value creation in
consumer collectives that limits the understanding of how value is created in loosely …

Much consumption-related activity online is outside of what is understood traditionally as
community and is via user-generated content (UGC), of which blogs and YouTube channels …

Drawing on social identity theory (SIT), this research investigates the role of university
content strategies on student experiences in social media brand communities (SMBCs). A …

The present research builds upon the Bagozzi's self-regulation framework, the uses and
gratifications theory, and the emotional exhaustion research in order to deeply explore the …

Purpose Online innovation communities are central for many organizations seeking to
advance their innovation portfolio. While these communities rely on consumers to …

This study investigates the psychological effects of social identity on both posters and lurkers
in online brand communities (OBCs). The results reveal the intermediate mechanisms …