Journal of Management Research
Volume 19, Number 1 (January - March 2019)
ISSN: 0972-5814 Online ISSN: 0974-455X
The Drivers and Outcomes of Customer Engagement in Brand Communities Review and Future Research
Priyanka Munjal, Mridula S Mishra and Ravi Shanker
| Abstract |
Regardless of the extensive use of the term ‘engagement’ in the milieu of offline and online brand
communities, the fundamental meaning and practical nitty-gritty for the core understanding of this term stays ambiguous in the available literary resources. In this regard, this paper proposes to present a methodical review of research in customer engagement with respect to brand communities. The whole concept of customer engagement with its dimensions, drivers and outcomes is explained to bridge the gap of scarce or no research on both forms (online and offline) of brand communities taken collectively. The paper further discusses the managerial implications with regard to proper management and maximum utilization of brand communities, highlighting the summary of critical issues and significant research gaps contributing to future research avenues in this area. Top marketing and management journals were looked upon for a qualitative synthesis of studies addressing the conceptual foundations and trend of customer engagement practices in brand communities. Researchers proceed with systematic review by closely investigating 185 articles published during 1986-2017.
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