The purpose of this paper is threefold: first, to study the influence of self-brand image congruity and value congruity on consumer engagement in online brand communities (OBCs); second to test whether gender moderates this effect; and third, it also examines the role of consumer engagement as a driver of brand loyalty.
Using an online questionnaire, 443 responses were collected from consumers who are members of at least one OBC on Facebook. Structural equation modeling was used to analyze the data.
The results revealed that both self-brand image congruity and value congruity significantly affect consumer engagement. A positive effect of consumer engagement on brand loyalty was also attained. Third, the results revealed that gender did not moderate the examined relationships.
This research integrates and broadens existing explanations of different congruity effects on consumer engagement. This study thus suggests the value of developing their OBCs to exhibit congruence with customers’ self-image and value, which in turn, will contribute to the development of brand loyalty.
This research applies congruity theory to examine the impact of self-brand image- and value congruity on consumer engagement in OBCs. Through the establishment of this novel theoretical link, this study furthers insight into the domain of social media marketing.
The authors would like to thank two anonymous reviewers for their valuable suggestions, which have led to the improvement of the manuscript. The third author also thanks the Norwegian Research Council for its SFI-grant to the Norwegian School of Economics, and the University of Auckland.
Islam, J., Rahman, Z. and Hollebeek, L. (2018), "Consumer engagement in online brand communities: a solicitation of congruity theory", Internet Research, Vol. 28 No. 1, pp. 23-45. https://doi.org/10.1108/IntR-09-2016-0279Download as .RIS
Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited