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This paper focuses on customer engagement in online brand communities (OBCs). Drawing upon self-determination theory (SDT), the research proposes a conceptual model portraying the effect of intrinsic and extrinsic motivations on hedonic and utilitarian rewards, which the authors posit will affect subjective well-being (SWB) and brand advocacy.

Data collected through a questionnaire completed by 367 members of OBC were employed to test the structural theory using partial least squares-structural equation modelling (PLS-SEM).

The empirical results reveal that intrinsic motivations significantly and positively affect hedonic and utilitarian rewards, but the same does not apply to extrinsic motivations. The results also confirm that hedonic and utilitarian rewards are significantly related to brand advocacy and SWB, although with different strengths.

This study provides new insights to the emerging research on customer engagement in OBC, including its motivations and rewards for contributing to these communities, from an SDT perspective. In addition, this paper offers a novel approach, by introducing brand advocacy and SWB as consequences of customer engagement in OBCs.

Drawing upon uses and gratifications (U&G) theory and customers' online brand-related activities framework, the present study aims to examine the influence of customers’ motivations to engage with brand-related social media content on different social media engagement behaviors (consumption, contribution and creation) and brand-related outcomes (brand trust and brand loyalty) in the quick service restaurant (QSR) context.

Based on a self-administered survey dataset of 500 social media users who are customers of QSR brands, partial least square structural equation modeling is used to verify the hypotheses.

Results showed that interactivity motivation and information motivation drive all the social media engagement behaviors (consumption, contribution and creation). The results also confirmed the mediating effect of brand trust on the relationship between two levels of social media engagement behaviors (consumption and contribution) and brand loyalty.

To entice customers to engage with QSR brands on social media, social media marketing managers should incorporate elements of interactivity, information, entertainment and incentive into QSR social media brand posts rather than relying solely on delivering social media content in a variety of ways such as photos, videos and status updates.

This study makes a novel contribution to hospitality and social media engagement literature, thus uncovering opportunities for managers to engage their customers on social media.

Social media brand pages have emerged as an influential relationship-building tool and continue to grow in popularity as an integral part of the marketing strategy across diverse industries. Hence, the purpose of this paper is to provide a framework for building relationships through customer engagement in Facebook brand pages (FBPs).

Using a sample of 327 undergraduate Facebook users in Sri Lanka, the conceptual model of the study depicting relationships between eight latent constructs, is tested using structural equation modeling (SEM) in AMOS 21 statistical software.

The data analysis reveals that customer engagement with FBPs is positively influenced by customer motivations; information, remuneration, social interaction and personal identity in apparel/fashion, FMCG and hotel/restaurant FBPs. However, the relationship between entertainment motive and customer engagement is found to be insignificant. Additionally, customer engagement is found to be positively related to FBP trust and FBP commitment. Further, the study highlights that the different types of FBPs are guided by different relationship principles. Hence, the strength of the relationships between customer motivations and customer engagement, and, further, the relationships between customer engagement and FBP-specific relationship outcomes are dependent upon the type of the FBP. Moreover, customer engagement is found to be mediating the relationships between motivations (information, remuneration, social interaction and personal identity) and FBP trust.

The study provides strategies for FBP marketers. It emphasizes the value of FBPs as an effective marketing tool to build up relationships with customers. Marketers are advised to identify and address what customers expect from the FBPs to engage them on FBPs and strengthening their relationship with the FBP itself.

The study provides insights into the nature of engagement in FBPs by incorporating the motivations and FBP-specific relationship outcomes of customer engagement in a single framework. The study focuses on the development of a framework explaining the role of customer engagement in building customer relationships with the FBP itself, rather than with the brand.

Social commerce is relatively a nascent notion that highlights the transactions of e-commerce facilitated through social media. This study aims to investigate the motivational factors driving customer brand engagement in social commerce activities within the hospitality sectors.

Guided by self-determination theory, this research examined both intrinsic and extrinsic motivation factors by surveying 588 hospitality customers in a structured questionnaire.

The results showed that intrinsically customers were motivated by knowledge, accomplishment and stimulation; while extrinsically customers were motivated by external and introjected regulation to affect their cognitive, affectional and behavioral engagement with hospitality brands through social commerce activities.

Given the emerging trends in customer brand engagement practices within the context of social commerce, this study investigates an understudied phenomenon and its relational drivers, which reveals its theoretical significance.

社交电商是相对新型的概念, 其强调通过社交工具来达成电子商务交易。本论文探索其促使顾客参与到酒店品牌的社交电商活动中的各项促进因素。

本研究以自决理论（SDT）为理论基础, 通过以结构问卷的形式, 调研588名酒店顾客, 来检测顾客参与的内因和外因各种因素。

研究结果表明顾客内在驱动力源自于知识、成就、和激发等因素; 顾客外在驱动力源自于外部控制和联合控制等因素以影响其在认知、感官、和行动方面顾客参与酒店品牌的社交电商活动中来。

由于社交电商的顾客参与行为是行业中的新兴趋势, 因此本论文研究了一个在学术上研究不足的领域以及其驱动力因素, 从而证实了本研究的理论价值。

This paper aims to propose an extended model to examine these motivations. As technology-led changes have revolutionized the marketplace, researchers and practitioners have grown keen to understand customers’ motivations for engaging in co-innovation in online communities.

The research model is based on a review of previous literature and relevant business practices.

The proposed conceptual model can be used to test empirically and explicate customers’ attitude towards engagement in co-innovation communities in the hospitality industry. Three major motivations drive customer engagement in online co-innovation communities (OCCs): brand equity, sense of community and monetary incentive. Customers’ prior experience with co-innovation projects also moderates the effects of the three motivations on customers’ attitude towards engagement in OCCs.

The proposed model highlights the importance of engaging customers through OCCs to create service innovations. These OCCs advance customers’ active participation in the firm’s co-creation and co-innovation process. Leading service firms already rely on online brand communities to stay on the cutting edge. Co-creation represents a unique, strategic partnership between the firm and the customer that can enhance both the customer experience and the firm’s innovativeness.

This study provides an initial exploration of the key components of the co-innovation of service through online communities in the hospitality industry.

Non-profit organizations (NPO) contribute significantly to the welfare of citizens and communities. Engagement in volunteering is crucial for sustaining volunteer motivation and for the effective and efficient functioning of NPO, with significant implications for society at large. Yet, literature on volunteer engagement (VE) is limited to date. Grounded on service-dominant logic, self-congruity theory and self-determination theory, this study aims to understand what motivates VE and how it may evolve into a co-creation process valuable to NPO and its stakeholders.

Based on survey data collected from 450 volunteers, working with a diverse set of NPO, a comprehensive model of drivers and outcomes of VE was empirically tested using PLS-SEM, considering the mediating role of volunteers' congruence with the core values of the NPO.

The impact of volunteers' perceived autonomy, competence and relatedness on VE and its subsequent role in volunteers' loyalty and extra-role engagement behaviors (i.e. co-development, influencing and mobilizing behaviors) were validated. Moreover, the study validates value congruence as an internalizing mediating mechanism in the engagement process, a role that has been implied but not empirically tested.

The study contributes to the engagement and volunteering literature, which despite an unprecedented parallel have developed almost independently, with limited reference to one another. As the nomological network of VE is still underexplored, the study extends the engagement literature to the volunteering sector, validating the key (but underexplored) role of self-determination needs and value congruence in driving VE and value co-creation behaviors. The study further adds to engagement research while addressing other actors' engagement beyond the customer–brand dyad. While adopting a seldom explored marketing perspective of VE, this study provides NPO valuable insights on how to manage and engage volunteers.

This paper aims to propose that the literature on customer engagement has emphasized the benefits of customer engagement to the firm and, to a large extent, ignored the customers’ perspective. By drawing upon co-creation and other literature, this paper attempts to alleviate this gap by proposing a strategic framework that aligns both the customer and firm perspectives in successfully creating engagement that generates value for both the customer and the bottom line.

A strategic framework is proposed that includes the necessary firm resources, data, process, timeline and goals for engagement, and captures customers’ motives, situational factors and preferred engagement styles.

The authors argue that sustainability of data-driven customer engagement requires a dynamic and iterative value generation process involving customers recognizing the value of engagement behaviours and firm’s ability to capture and passing value back to customers.

This paper proposes a dynamic strategic value-creation framework that comprehensively captures both the customer and firm perspectives to data-driven customer engagement.

Minimal attention is given to the negative valences of customer engagement and how they manifest in ways that detract from service value. The purpose of this paper is to uncover the meaning and conceptual dimensions of disengagement and negative engagement in conjunction with positive engagement. It explores how three valences of engagement manifest towards dual objects: the service community and the focal service organisation. This exploration is based within a new and novel social service context.

A qualitative approach using (four) focus groups is used.

A conceptual model of customer engagement is derived from the groups that include strongly held and positive customer engagement; passive, yet negatively orientated customer disengagement; and active and destructive negative customer engagement. Positive customer engagement is found to be directed at the service community object, whereas customer disengagement and negative engagement are directed at the focal service organisation object. A spillover effect is also revealed whereby negative engagement with the focal service organisation detracts from customers’ positive engagement within their service community. This suggests that engagement within a social service is multifaceted: several engagement valences may exist within one service relationship. It also suggests that these engagement valences are interrelated.

This is the first paper to apply three valences of engagement within the one focal relationship and examine how they manifest towards two objects, providing a unique perspective of how different interactions within the service ecosystem can influence engagement.

The purpose of this paper is to analyse the factors which influence value co-creation intention through customer engagement during the COVID-19 pandemic. This paper studies the online modest fashion small- and medium-sized enterprises (SMEs) in Egypt as a Muslim country.

This paper is based on the social cognitive theory (SCT) and the literature to develop a theoretical framework of the factors influencing customers’ value co-creation intention on social media. The framework is then tested quantitatively through structural equation modelling based on partial least squares method (SEM-PLS) approach using the SmartPLS software.

The empirical analysis supported the SCT through the following conclusions: first, regarding the subject factors, self-efficacy has a positive significant effect on all dimensions of customer engagement and outcome expectation has a positive significant effect on cognitive customer engagement. Concerning the environmental factors, community experience has a positive significant effect on affective and behavioural customer engagement, whereas content quality has a positive significant effect on affective customer engagement. Second, customer engagement is a significant mediator through the dimensions of affective and behavioural customer engagement.

The findings of this study can help online modest fashion SMEs better comprehend the factors which influence the customers’ engagement for value co-creation intention whether it is subject factors or environmental factors. Therefore, they can better operate online and encourage customers to contribute to the development of new products and services and hence achieve a competitive advantage and survive in times of COVID-19.

Most of the existing studies focused on the value co-creation behaviour and output. However, there is limited research focusing on what contributes to the customers’ engagement for value co-creation intention, especially for online modest fashion and Muslim countries. Therefore, this study attempts to examine and bridge this research gap.

The purpose of this article is to obtain an in-depth insight into the nature and impact of customers´ cocreation experiences in online communities and the effects of customer cocreation on innovation processes.

This study is focused on an online cocreation community created by a market research company on behalf of a company. By means of a case study approach and through in-depth interviews, the authors identify the actual customer experiences and measure (or assess) the degree of involvement of customer creativity and experience in new idea generation.

Cocreation experience can be enhanced through evoking pragmatic, sociability, usability and hedonic experiences and more positive experiences and therefore, outcomes of collaborative innovation in online communities can be achieved. Findings show a classification of each role the community moderator/community manager and peer online community members perform as antecedents of cocreation experience, highlight the value of group feeling/sense of community/sense of belonging and homophily/communality in achieving that, the nature of a supportive online platform and give an overview of positive and negative outcomes of cocreation experience.

This case study provides with valuable insights in the phenomenon of customer cocreation and how to enhance participation of community members in collaborative innovation in online communities through positive experience, which is important for businesses involved in innovation trajectories and product and service improvement efforts.