COMPREHENDING AND CONSUMER ENGAGEMENT IN VIRTUAL BRANDCOMMUNITIES
DOI:
https://doi.org/10.53606/evfu.21.93-103Keywords:
Brand Engagement, Value Congruity, Self-Brand Image Congruity, Congruity Theory, Online Brand Communities (OBCs), Online Surveys, Gender Moderation, Consumer Behavior, Social Media, Brand Loyalty, Digital MarketingAbstract
Congruity theory is used in this study to examine the dynamics of customer
participation in online brand communities (OBCs). It specifically looks at how important aspects that drive customer engagement are self-brand image congruity and value congruity. As a natural byproduct of customer interaction, brand loyalty is also closely examined. The paper provides a
conceptual model that shows the connections between various components that are theoretically proposed.
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Published
2025-05-17 — Updated on 2025-02-18
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This work is licensed under a Creative Commons Attribution 4.0 International License.
How to Cite
Makki, A. (2025). COMPREHENDING AND CONSUMER ENGAGEMENT IN VIRTUAL BRANDCOMMUNITIES. E-Journal VFU, 21, 93-103. https://doi.org/10.53606/evfu.21.93-103
