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In an era where complex technological advances increasingly govern service delivery, it is incumbent on service firms to pioneer innovative strategies to sustain customer engagement and cultivate loyalty. This conceptual paper examines the transformative potential of artificial intelligence (AI) in the realm of online customer communities, with a particular focus on its creation, management and enhancement facets. The authors explore how AI can revolutionize the dynamics of customer interaction, feedback mechanisms and overall engagement within the service industry.

This conceptual paper draws from marketing and management literature focusing on customer communities and AI in service and customer engagement contexts with a robust future research agenda.

A classification of online customer community engagement is provided along with a conceptual framework to guide our understanding of the integration of AI into online customer communities.

This exploration underscores the imperative for service firms to embrace AI-driven approaches to online customer community management, not only as a means to optimize their operations but as a vital strategy to stay competitive in the ever-evolving digital landscape. This paper examines the novel combination of AI with online customer communities and provides the framework in the form of an input-process-output (IPO) model for future research into this integration.

This article explores the implications of virtual social spaces for conceptualizing community engagement in the practice of architecture and design by critically analyzing multidisciplinary approaches to conceptualizing community namely space, place, and context to envision social spaces of virtual community engagement by architects and designers.

This conceptual article utilized narrative literature review as the primary method for conducting a transdisciplinary theoretical integration. First, the authors defined the metaverse as all manner of human-technological interaction. Second, the authors discussed theories of place from architecture, social geography, and human ecology and employed neoecological theory to describe the interactional processes inherent in research and practice with virtual communities. Finally, the authors documented specific types of virtual engagement strategies in architectural research and practice.

Virtual environments provide varied opportunities for effective collaborations among architects, designers, and community members. The primary strategies identified by the literature review of virtual community engagement were collaborative, augmented reality, and situated digital experiences. In addition, researchers have found that the most effective community engagement bridges interactions in the physical space and digitally mediated interactions.

The authors advocate for increased research towards understanding how the expanded availability of more complex technological tools, such as future versions of artificial intelligence (AI) software, may further layer the landscape of community engagement in ways that may be unpredictable and currently less understood. Additional research is also needed to address participants' perspectives in virtual community engagement and explore how the building of communities in the meta-context is felt, lived, and understood by those who act in them.

The availability of new technological tools and digital platforms challenges diverse professionals to expand their community-engaged practice into the metaverse. Although not every community has broadband Internet or software access, many physical locations whether community centers, libraries, schools, or one’s own home may serve as safe spaces for novel virtual engagement experiences by individuals and groups. Digital engagement can increase opportunities for involvement from persons who are home-bound, lack transportation or child-care to attend in-person community events, or may desire the anonymity afforded by virtual engagement.

Virtual environments can provide varied opportunities for effective collaboration among architects, designers, and community members by overcoming physical or nonphysical barriers to in-person engagement. For example, recent case studies of civic and community organizations have successfully integrated physical and virtual community engagement during the global COVID-19 pandemic by overcoming physical or nonphysical barriers to in-person engagement. Community development theorists have referred to such contexts as a “post-place community” in which individuals find solidarity through digital global networks.

This article theorizes virtual community engagement in the metaverse from a transdisciplinary perspective and coins the innovative concept of meta-contexts to describe a global “post-place” community. Integrating theories of place from architecture, social geography, and human ecology guides an original review of effective strategies for meta-contextual digital community engagement by architects and designers.

As fertile soil for product promotion, online interest communities have gradually come into brands' view. However, existing research does not clarify whether brand engagement in consumer interaction is beneficial to the development of online interest communities. This study attempts to investigate the effects of brand engagement on the online interest community operation.

The authors propose a model that delineated the influence of brand engagement on consumers' citizenship behavior in the online interest community from the commitment-trust perspective. Scenario-based experiments were conducted and 536 data were collected by simple random sampling.

Results shows that a stronger perception of brand engagement has a positive influence on the relationship (trust and commitment) between the community and its users, which further influences online community citizenship behavior (feedback, advocacy and tolerance) of both posters and lurkers, especially for the posters. Although relationships are more complex, brand engagement activates the development of online interest communities to some extent.

This original study contributes to the commitment-trust theory by examining the impact of brand engagement on citizenship behavior via community commitment and trust in the online interest community context. In addition, this study compares the moderating effect of posters vs lurkers on the relationship between brand engagement and citizenship behavior in the online interest community.

This paper aims to examine the open innovation engagement process in terms of how online community members create and share knowledge for open innovation and the consequences of engagement.

A mixed methods approach based on netnography (Study 1), qualitative interviews (Study 2) and surveys (Study 3) was adopted in three studies.

The results of Study 1 show that hotel brand community members actively create and share their knowledge by evaluating hotel policies, providing service suggestions and creating new service ideas. The results of Study 2 identified enjoyment and empowerment as major antecedents of the engagement and brand loyalty and a sense of brand community as major consequences. In Study 3, the relationships among them were quantitatively examined.

This research provides empirical knowledge on online engagement and identifies the innovation value of online platforms. The research also provides knowledge on the engagement process for open innovation by online community members in terms of its antecedents and consequences. As a main limitation of the study, this research only focuses on a single online brand community.

While most existing tourism research analyzes the role of user-generated content in customer decision-making, this research provides a fresh insight into the innovation value of customer knowledge.

This paper aims to bridge the gap by understanding the context of ageing consumer behaviour in the online community. Specifically, this research seeks to identify which content typologies are critical to generating high engagement levels and, consequently, online brand advocacy and to understand the underlying motivation behind consumer online engagement.

A netnographic approach was used to comprehensively analyse older consumers’ online communities on Facebook, namely, “Silversurfers”. A total of 3,991 posts were included in the study and analysed using a content analysis approach over two years, from 2020 to 2022.

Results revealed that photography is the most active media type among older consumers. This study extends the literature on content marketing, identifying 17 new content types that reflect the four motivation states of older consumers to engage with the online community: cognitive/informative oriented, affective/emotional oriented, co-creation/interactive oriented and nostalgic oriented. Moreover, this investigation stressed affective/emotional oriented and nostalgic oriented as the primary motivations for higher engagement levels.

The older population is growing, which makes the ageing market potentially huge. However, more literature needs to address it, especially in online communities. Finally, to the best of the authors’ knowledge, this study develops an original content typology framework in which firms can consider implementing effective content typology strategies for the older consumer segment.

This study aims to examine the association between community engagement, community commitment and sustainability of public–private partnership (PPP) projects in Uganda.

This study adopted a cross-sectional and quantitative approach. Data were collected using a questionnaire from 42 PPP projects in Uganda.

The study found that community engagement and commitment are all positively and significantly associated with the sustainability of PPP projects in Uganda. Results also show that community commitment mediates community engagement and project sustainability.

The study results imply that for sustainability to be achieved, communities must be engaged in project activities such as planning, design and implementation to boost their commitment to project sustainability.

The sustainability of PPP projects is an emerging phenomenon. This paper contributes to scanty literature on ensuring the sustainability of PPP projects from a developing country’s perspective.

Knowledge sharing in online health communities (OHCs) disrupts consumers' health information-seeking behavior patterns such as seeking health information and consulting. Based on social exchange theory, this study explores how the two dimensions of experts' free knowledge sharing (general and specific) affect customer transactional and nontransactional engagement behavior and how the quality of experts' free knowledge sharing moderates the above relationships.

We adopted negative binomial regression models using homepage data of 2,982 experts crawled from Haodf.com using Python.

The results show that experts' free general knowledge sharing and free specific knowledge sharing positively facilitate both transactional and nontransactional engagement of consumers. The results also demonstrate that experts' efforts in knowledge-sharing quality weaken the positive effect of their knowledge-sharing quantity on customer engagement.

This study provides new insights into the importance of experts' free knowledge sharing in OHCs. This study also revealed a “trade-off” between experts' knowledge-sharing quality and quantity. These findings could help OHCs managers optimize knowledge-sharing recommendation mechanisms to encourage experts to share more health knowledge voluntarily and improve the efficiency of healthcare information dissemination to promote customer engagement.

This study examines the public participation in the implementation of the Historic Urban Landscape (HUL), a United Nations Educational, Scientific and Cultural Organization (UNESCO) approach for urban development. HUL has six Critical Steps and four Tools Categories relating to community engagement, knowledge and planning, regulatory system and financial instruments. The HUL public participation component has materialized variably across the adopting cities, challenged by the local implementation capacity. In response, we have singled out two research questions revolving around the participants’ characteristics and participation methods.

This study instrumentalizes case studies as a research methodology and thematic literature as a theoretical context. The HUL projects for Ballarat, Australia and Cuenca, Ecuador have been selected as sources of published information because they exhibit comparative differences in completing community engagement. We have compared the community engagement accounts of the two cities.

The Ballarat and Cuenca HUL project accounts point out to commonalities and variances in responding to the HUL public participation mandate. The findings for the participants’ characteristics involve project setting, participants categories and participants empowerment; the findings for the participation methods involve initial preparation, domestic and international expertise and public conversation.

The results of the study help define public participation practices in HUL project implementations. The results present an opportunity for city officials, HUL project planners and field administrators for making informed decisions particularly in relation to the two public participation domains, the participants’ characteristics and the engagement methods.

This study aims to investigate the critical role of online brand community (OBC) engagement and brand evangelism: the role of age, gender and membership number.

To achieve the study’s objective, 303 active Facebook OBC users were surveyed. The AMOS structural equation modelling (SEM) is used to test the hypothesised model.

The results indicate that OBC engagement improves brand evangelism. Specifically, the results show that age, gender, and OBC membership number moderate the relationship between OBC engagement and brand evangelism. Interestingly, this study found that female, younger and low-OBC follower consumers more significantly contribute to nourishing brand evangelism than male, older and high-OBC follower counterparts.

OBC engagement is validated as a key brand evangelism driver, further substantiating its role as a crucial strategic metric. Moreover, age, gender and OBC membership number as moderating factors in the association between OBC engagement and brand evangelism (word of mouth referral, brand defence and future purchases) have been verified. Although the findings suggest that improved OBC engagement contributes to evangelism, this effect transpires more significantly among female, younger and low-OBC followers than male, older and high-OBC followers.

Community-police relations have gained increasing public attention during the past decade. The purpose of the present study was to better understand the relationship between perceived community support and police officer burnout and engagement.

Data were gathered via online survey from 117 officers from a city police department in the Southeastern United States.

Community support was negatively correlated with burnout and positively correlated with engagement. Moreover, multiple regression analyses showed that community support explained significant incremental variance in most dimensions of burnout and engagement, above and beyond demographic factors and community stressors. Qualitative results showed that police officers had mixed perceptions of how they were viewed by the general public, with more negative than positive responses. However, officers felt more positively perceived in their own communities, but concerns were raised that national events affected the perceptions of officers even in positive relationships with their communities. Finally, officers felt that public perceptions impacted their job satisfaction, job performance and personal lives.

The results have practical implications for how to encourage positive interactions between officers and their community, with recommendations for both law enforcement leaders and civilians.

This study is one of the few that highlights the officers' perspective on how public perceptions affect their work. This is important in understanding how to maximize quality community interactions while minimizing conditions that would increase burnout.