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Cited by 713

The DOI matches its Crossref record; 5 of the 5 references it cites were found in a registry or an index.

Managing brands and customer engagement in online brand communities

Wirtz, Jochen, den Ambtman, Anouk, Bloemer, Josée, Horváth, Csilla, Ramaseshan, B., van de Klundert, Joris, Gurhan Canli, Zeynep, Kandampully, Jay·2013·Journal of Service Management
DOI 10.1108/09564231311326978
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Abstract

Purpose: Given the dramatic technology‐led changes that continue to take place in the marketplace, researchers and practitioners alike are keen to understand the emergence and implications of online brand communities (OBCs). The purpose of this paper is to explore OBCs from both consumer and company perspectives. Design/methodology/approach: The study provides a synthesis of the extant OBC literature to further our understanding of OBCs, and also puts forth future priorities for OBC research. Findings: A conceptual framework is provided that extends our understanding of OBCs and consumer engagement. Four key OBC dimensions (brand orientation, internet‐use, funding and governance) are identified and three antecedents (brand‐related, social and functional) are proposed of consumer‐OBC engagement. Originality/value: This study is the first to explore key dimensions of OBCs, and the differing but related perspectives of the consumers and organizations involved.

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Metadata

Authors
Wirtz, J., den Ambtman, A., Bloemer, J., Horváth, C., Ramaseshan, B., van de Klundert, J., Gurhan Canli, Z., & Kandampully, J.
Venue
Journal of Service Management
Publisher
Emerald
Published
2013-06-14
Volume
24
Issue
3
Pages
223-244
ISSN
1757-5818 (ISSN-L)
DOI
10.1108/09564231311326978
OpenAlex
W1964038838
Cited by
713
References
5
FWCI
124.68
Type
journal article
Language
en
Open access
closed
Licence
www.emerald.com/insight/site-policies (tdm)

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CoChat. (2026). Citation check: Managing brands and customer engagement in online brand communities. https://app.cochat.ai/papers/10.1108/09564231311326978
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Wirtz, J., den Ambtman, A., Bloemer, J., Horváth, C., Ramaseshan, B., van de Klundert, J., Gurhan Canli, Z., & Kandampully, J. (2013). Managing brands and customer engagement in online brand communities. Journal of Service Management. https://doi.org/10.1108/09564231311326978

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