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Although recent research appreciates that consumers increasingly interact with brands in brand communities and that brand engagement is an important and complex phenomenon in brand communities, little is known about the nature of individuals’ brand engagement in brand communities. This study aims to identify brand community members’ segments in terms of their brand engagement within the community; help us understand if these segments use a different approach in the development of brand loyalty; and develop mechanisms that can be used to identify members of these segments.

The paper adopts a quantitative approach and uses a total of 970 responses from members of Facebook brand pages in three popular languages on Facebook (English, French and Spanish). Data are analysed with structural equation modelling, integrating FIMIX-PLS and POS-PLS.

The results reveal that cognitive, affective and behavioural engagement dimensions play a different role in driving brand loyalty. Three different segments of engaged consumers exist (emotional engagers, thinkers and active engagers). Variables related to the perceived value of the brand community provide initial explanations as to the differences of the consumer groups.

The data were collected from a specific type of brand communities (Facebook-based, company-managed brand communities) and are self-reported.

This work demonstrates the heterogeneity of brand community members in terms of their brand engagement profile and the effect of this profile on the formation of behavioural brand loyalty. Suggestions on identifying members of these segments based on the value that they get from the community are offered.

This work extends the brand engagement and brand community literature. It is the first work that provides this nature of actionable suggestions to the teams supporting brands with brand communities.

This paper aims to examine the direct and interactive effects of community engagement and economic value on customers’ trust in, and commitment to, the retailer. This paper also examines the extent to which these variables, in turn, drive desirable behavioral outcomes in the form of positive word of mouth communications and share of customer.

Study results are derived from a cross-sectional survey of 1,757 respondents.

The authors find that retailer community engagement positively impacts word of mouth and share of customer indirectly through commitment and trust. As hypothesized, the results support a suppressing interaction between community engagement and economic value on trust. Contrary to the hypothesis, the interactive effects on commitment are positive.

The study uses cross-sectional, single-sourced data. Incorporating secondary data or using experiments would reinforce these findings. This research is limited to local community engagement, future studies could broaden the focus to strategies that benefit communities outside the local area.

Study results indicate that managers can indeed build stronger customer relationships through community engagement as customers are more apt to be trusting of and committed to retailers perceived to be more actively engaged in the community. These findings are particularly important considering that community engagement is typically less expensive than other marketing strategies. Community investments are inexpensive initiatives that retailers can leverage to generate a big impact in the hearts and minds of their customers.

While it seems logical to assume that community engagement will benefit retailers in the form of stronger customer relationships, the authors empirically validate this assumption. The finding that community engagement simultaneously serves as both an antecedent and moderator is novel, albeit counterintuitive in the sense that the variable negatively moderates the economic value-trust relationship while positively moderating the economic value-commitment relationship. Taken in their totality, these findings indicate that community engagement serves to simultaneously drive stronger customer relationships while also differentially affecting the way customers arrive at their assessments.

Between 2002 and 2018, at a time when UK universities were being increasingly measured in economic and financial terms, Staffordshire University established a dedicated public engagement unit. Staffed by an experienced team of “pracademics” (Posner, 2009), the Creative Communities Unit (CCU) engaged with community members and voluntary organizations through teaching, research, and consultancy. Underpinning CCU practice was a clear set of principles influenced by those of community development, including participation, inclusion, and action-driven practice. However, despite strong community connections the work of the unit remained isolated with little coordination for public engagement at a strategic level in the university.

This chapter charts the work of the CCU over its lifespan and its influence on a strategically embedded Connected Communities Framework through which civic engagement is supported across the institution. It explores how the alignment of grass roots activity through the CCU, shifts in UK policy and a clear, institutional strategic vision for civic engagement enabled the move from public engagement as a small team activity to an institutional commitment. It concludes with a reflection on the enabling conditions that supported the journey toward a civic university.

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.

There have been great advances in our understanding of how universities effectively undertake community engagement, with research focused upon understanding community partner perspectives and outcomes (see Andrée et al., 2014; Srinivas et al., 2015; Sweatman & Warner, 2020), and democratic civic engagement (see Hall et al., 2013; Saltmarsh et al., 2009). This chapter builds on these studies to critically examine one university’s capacities to coordinate institutional-level change that supports and advances community-engagement scholarship. A small, rural, undergraduate university in Nova Scotia, Canada, called Acadia University was used as the case study site for this examination. Using an action research case study design, we gathered data from multiple sources within and outside of the University over a three-year period. Through this investigation Acadia’s community-engagement ethos was studied to understand if the University has the assets, resources, knowledge and motivation to create, implement and sustain democratic community engagement initiatives with community partners. From this data, key findings were categorized into three major themes: power and positionality of the University, institutional supports and barriers to engagement, and institutional assessment of community engagement initiatives. This chapter discusses these themes in depth using data from this study and current literature to unpack the practicalities and particularities of an institution committing to a deep, pervasive and integrated community engagement culture. Overall, this study found that Acadia’s community engagement ethos, as it moves towards democratic engagement while navigating systematic internal and external constraints, is diverse and complex. This study contributes to the legitimization of community engagement scholarship more broadly.

This study examines the factors that influence the uptake of stakeholder engagement in the sustainability accounting and reporting process. The chapter addresses the scarcity of research in the area of stakeholder engagement by highlighting the factors that accelerate involvement of stakeholders in the sustainability accounting and reporting process. Case study research was used to explore the influences on stakeholder engagement practices of three Australian local councils. Data collection methods included interviews and document analysis.

This research highlights external as well as internal factors that can encourage meaningful stakeholder engagement in the sustainability accounting and reporting process in public sector organisations. The findings of this research recognise government regulations as the key driver behind the uptake of stakeholder engagement policies and practices. However, managerial commitment and professional bodies’ support is observed as necessary to encourage and sustain creative and meaningful engagement. These findings also have implications for stakeholder engagement in the private sector.

This chapter presents a case study of a community engagement project that was established in 2013, between the International Business School of Hanze University of Applied Sciences (UAS), Groningen, the Netherlands, and various communities within Mombasa County, Kenya. From an educational point of view, this engagement helped enrich the curriculum, in terms of learning how business is conducted in a different cultural setting, and how classroom knowledge can be applied within the field. From a community perspective, this engagement acted as a facilitator to knowledge and resource access. The authors highlight aspects that have explicitly added value to the projects, whilst simultaneously presenting engaging dissonance arising from the implementation of the project as well as discussing factors that could be addressed to improve this type of community engagement. The recommendations would be most applicable to projects within similar cultural settings and/or with a similar geographical distance.

This paper aims to complement the current understanding about user engagement in electronic word-of-mouth (eWoM) communications across online services and product communities. It examines the effect of the senders’ prior experience with products and services, and their extent of acquaintance with other community members, on user engagement with the eWoM.

The study used a sample of 576 unique user postings from the corporate fan page of two German firms: a service community of a telecom provider and a product community of a car manufacturer. Multiple regression analysis is used to test the conceptual model.

Senders’ prior experience and acquaintance positively affect user engagement with eWoM, and these effects differ across communities for products and services and across their influence on “likes” and “comments”. The results also suggest that communities for products are orientated toward information sharing, while those discussing services engage in information building.

This research explains mechanisms of user engagement with eWoM and opens directions for future research around motives, content and social media tools within the structures of online communities. The insights on information-handling dimensions of online tools and antecedents to their use contribute to the research on two prioritized topics by the Marketing Science Institute – “Measuring and Communicating the Value of Online Marketing Activities and Investments” and “Leveraging Digital/Social/Mobile Technology”.

This research offers insights for firms to leverage user engagement and facilitate eWoM generation through members who have a higher number of acquaintances or who have more experience with the product or service. Executives should concentrate their community engagement strategies on the identification and utilization of power users. The conceptualization and empirical test about the role of likes and comments will help social media managers to create and better capture value from their social media metrics.

The insights about the underlying factors that influence engagement with eWoM advance our understanding about the usage of online content.

This paper aims to examine the development and piloting of a novel European framework for community engagement (CE) in higher education, which has been purposefully designed to progress the CE agenda in a European context.

The proposed framework was co-created through the European Union (EU)-funded project towards a European framework for community engagement in higher education (TEFCE). The TEFCE Toolbox is an institutional self-reflection framework that centres on seven thematic dimensions of CE. This paper follows the development of the TEFCE Toolbox through empirical case study analysis of four European universities and their local communities.

The findings in this paper indicate that the TEFCE Toolbox facilitates context-specific applications in different types of universities and socioeconomic environments. Incorporating insights from engagement practitioners, students and community representatives the TEFCE Toolbox was successfully applied in universities with diverse profiles and missions. The process facilitated the recognition of CE achievements and the identification of potential areas for improvement.

Despite a range of international initiatives, there remains an absence of initiatives within the European higher education area that focus on developing tools to comprehensively support CE. The TEFCE Toolbox and case-study analysis presented in this paper address this gap in knowledge. The broader societal contribution and social responsibility of higher education have become increasingly prominent on the European agenda. The TEFCE Toolbox represents an innovative, robust and holistic European framework with the potential to support universities in reflecting upon their pursuit of addressing grand societal challenges, whilst promoting CE.

This research paper aims to examine how open innovation (OI) intermediaries facilitate knowledge collaboration between organizations and online user communities. Drawing on a Community of Practice (CoP) perspective on knowledge, the study lays out a framework of the knowledge boundary management mechanisms (and associated practices) that intermediaries deploy in enabling client organizations to engage in online community-based OI.

This research is based on an exploratory case study of an OI intermediary and 18 client organizations that engage with online user communities on the intermediary’s platform. Results incorporate both the intermediary and clients’ perspective, based on analysis of intermediary and client interviews, clients’ online community projects and other archival data.

Results reveal that OI intermediaries deploy three knowledge boundary management mechanisms – syntactic, semantic and pragmatic – each underpinned by a set of practices. Together, these mechanisms enable knowledge transfer, translation and transformation, respectively, and thus lead to cumulatively richer knowledge collaboration outcomes at the organization–community boundary. The findings show that the pragmatic mechanism reinforces both semantic and syntactic mechanisms, and is hence the most critical to achieving effective knowledge collaboration in community-based OI settings.

The findings suggest that OI intermediaries have to implement all three boundary management mechanisms to successfully enable knowledge collaboration for community-based OI. More specifically, intermediaries need to expand their focus beyond the development of digital platforms, to include nuanced efforts at building organizational commitment to community engagement.

Drawing on the CoP view, this study integrates the knowledge management literature into the OI literature to conceptualize the role of OI intermediaries in shaping knowledge collaboration between organizations and communities. In engaging with the interactive nature of knowledge exchange in such multi-actor settings, this research extends the firm-centric theorization of knowledge that currently dominates the existing OI research.