How to Foster and Sustain Engagement in Virtual Communities

Porter, Constance Elise; Donthu, Naveen; MacElroy, William H.; Wydra, Donna

doi:10.1525/cmr.2011.53.4.80

Cited by 202Digital Marketing and Social MediaKnowledge Management and SharingCustomer Service Quality and Loyalty

How to Foster and Sustain Engagement in Virtual Communities

Porter, Constance Elise, Donthu, Naveen, MacElroy, William H., Wydra, Donna·2011·California Management Review

DOI 10.1525/cmr.2011.53.4.80

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Abstract

Getting customers engaged is one of the most significant challenges for firm-sponsored virtual communities. This article describes the efforts that managers can undertake to foster and sustain customer engagement through a firm-sponsored virtual community. A sponsor must understand consumer needs and motivations, promote member participation, and motivate members to cooperate by making them feel embedded and empowered. In assessing and communicating the benefits of engagement, managers should consider three interlocking sources of engagement value, namely, participatory value, relational value, and financial value.

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Prior brand-related social media research has consistently considered information-alongside entertainment-to be an important antecedent of social media use.
“Prior brand-related social media research, however, has consistently considered information-alongside entertainmentto be an important antecedent of social media use (e.g., Muntinga et al. 2016; Porter et al. 2011; Zhu and Chen 2015).”
From Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type (2018) · cites this paper as Porter et al. 2011

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“Prior brand-related social media research, however, has consistently considered information—alongside entertainment— to be an important antecedent of social media use (e.g., Muntinga et al. 2016; Porter et al. 2011; Zhu and Chen 2015).”
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Porter, C. E., Devaraj, S., & Sun, D. (2013) · Journal of Management Information Systems · doi:10.2753/mis0742-1222300108 · Cited by 86 · see citing works
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Visualization Analysis of Customer Engagement in the Virtual Community by CiteSpace
Qu, F., Wang, L., & Kou, W. (2022) · Atlantis Highlights in Computer Sciences/Atlantis highlights in computer sciences · doi:10.2991/978-94-6463-016-9_87

Authors: Porter, C. E., Donthu, N., MacElroy, W. H., & Wydra, D.
Affiliations: University of Notre Dame (US)
Georgia State University (US)
Ipsos (United States) (US)
ORCID: Donthu, Naveen
Venue: California Management Review
Publisher: SAGE Publications
Published: 2011-08
Volume: 53
Issue: 4
Pages: 80-110
ISSN: 0008-1256 (ISSN-L)
2162-8564
DOI: 10.1525/cmr.2011.53.4.80
OpenAlex: W1989351857
Cited by: 202
References: 0
Citations by year: 2026: 1 · 2025: 3 · 2024: 11 · 2023: 13 · 2022: 7 · 2021: 11 · 2020: 14 · 2019: 24 · 2018: 19 · 2017: 18 · 2016: 17 · 2015: 17 · 2014: 13 · 2013: 21 · 2012: 12
FWCI: 50.31
Type: journal article
Language: en
Open access: closed
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: California Management Review (publishedVersion)
Topics: Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
Social Sciences › Communication › Knowledge Management and Sharing
Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
Keywords: online communities, customer engagement, member participation, consumer motivation, community sponsorship, relational values, financial value, member empowerment

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How to Foster and Sustain Engagement in Virtual Communities

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