IDEAS home Printed from https://ideas.repec.org/a/eee/joinma/v44y2018icp29-42.html
   My bibliography  Save this article

Seriously Engaged Consumers: Navigating Between Work and Play in Online Brand Communities

Author

Listed:
  • de Almeida, Stefânia Ordovás
  • Scaraboto, Daiane
  • dos Santos Fleck, João Pedro
  • Dalmoro, Marlon

Abstract

Seriously engaged consumers create and manage online communities dedicated to brands or consumption activities, but this type of engagement remains under-examined. This study explores the contextual triggers and individual drivers of serious engagement in online communities and explains how seriously engaged consumers navigate the intersection between work and play that characterizes serious engagement. We draw from qualitative data spanning over a decade on the trajectory of four seriously engaged consumers who created and/or managed an online brand community for players of Microsoft's Xbox. Three contextual triggers (market-specific practices, marketplace shifts, sociotechnical advancements), when aligned with individual drivers (relevant skills and expertise, entrepreneurial vision, personal commitment), motivate consumers who have been engaged with a brand or consumption activity to deepen their engagement, becoming managers of or launching an online brand community. Consumers can navigate the in-between space of serious leisure through knowledge development or searching for personal fulfillment and/or external recognition. These findings support several contributions to the literature on consumer engagement: demonstrating the vital role seriously engaged consumers play in online community development; drawing attention to contextual triggers and individual drivers of consumer engagement that have not been addressed in prior research; and exploring how consumers navigate the in-between space arising from serious engagement in online communities, finding routes that can lead to deeper engagement in the community itself or redirect it to alternative targets.

Suggested Citation

  • de Almeida, Stefânia Ordovás & Scaraboto, Daiane & dos Santos Fleck, João Pedro & Dalmoro, Marlon, 2018. "Seriously Engaged Consumers: Navigating Between Work and Play in Online Brand Communities," Journal of Interactive Marketing, Elsevier, vol. 44(C), pages 29-42.
    • Handle: RePEc:eee:joinma:v:44:y:2018:i:c:p:29-42
    DOI: 10.1016/j.intmar.2018.05.006
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1094996818300355
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.intmar.2018.05.006?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Hope Jensen Schau & Mary C. Gilly & Mary Wolfinbarger, 2009. "Consumer Identity Renaissance: The Resurgence of Identity-Inspired Consumption in Retirement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(2), pages 255-276.
    2. Rosenthal, Benjamin & Brito, Eliane P.Z., 2017. "How virtual brand community traces may increase fan engagement in brand pages," Business Horizons, Elsevier, vol. 60(3), pages 375-384.
    3. Anastasia Seregina & Henri A. Weijo, 2017. "Play at Any Cost: How Cosplayers Produce and Sustain Their Ludic Communal Consumption Experiences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(1), pages 139-159.
    4. Ratchford, Brian T, 2001. "The Economics of Consumer Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(4), pages 397-411, March.
    5. Baldus, Brian J. & Voorhees, Clay & Calantone, Roger, 2015. "Online brand community engagement: Scale development and validation," Journal of Business Research, Elsevier, vol. 68(5), pages 978-985.
    6. Hsieh, Sara H. & Chang, Aihwa, 2016. "The Psychological Mechanism of Brand Co-creation Engagement," Journal of Interactive Marketing, Elsevier, vol. 33(C), pages 13-26.
    7. Kristine de Valck & Gerrit H. van Bruggen & Berendt Wierenga, 2009. "Virtual communities: A marketing perspective," Post-Print hal-00458421, HAL.
    8. Hollebeek, Linda D. & Glynn, Mark S. & Brodie, Roderick J., 2014. "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 149-165.
    9. Raïes, Karine & Mühlbacher, Hans & Gavard-Perret, Marie-Laure, 2015. "Consumption community commitment: Newbies' and longstanding members' brand engagement and loyalty," Journal of Business Research, Elsevier, vol. 68(12), pages 2634-2644.
    10. Eric Martineau & Zeynep Arsel, 2017. "Managing Communities of Co-creation around Consumer Engagement Styles," Journal of the Association for Consumer Research, University of Chicago Press, vol. 2(2), pages 179-195.
    11. Alba, Joseph W & Hutchinson, J Wesley, 1987. "Dimensions of Consumer Expertise," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 411-454, March.
    12. Pagani, Margherita & Malacarne, Giovanni, 2017. "Experiential Engagement and Active vs. Passive Behavior in Mobile Location-based Social Networks: The Moderating Role of Privacy," Journal of Interactive Marketing, Elsevier, vol. 37(C), pages 133-148.
    13. Schamari, Julia & Schaefers, Tobias, 2015. "Leaving the Home Turf: How Brands Can Use Webcare on Consumer-generated Platforms to Increase Positive Consumer Engagement," Journal of Interactive Marketing, Elsevier, vol. 30(C), pages 20-33.
    14. Niklas Woermann & Joonas Rokka, 2015. "Timeflow: How Consumption Practices Shape Consumers' Temporal Experiences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(6), pages 1486-1508.
    15. Gülnur Tumbat & Russell W. Belk, 2011. "Marketplace Tensions in Extraordinary Experiences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(1), pages 42-61.
    16. Kozinets, Robert V., 1999. "E-tribalized marketing?: the strategic implications of virtual communities of consumption," European Management Journal, Elsevier, vol. 17(3), pages 252-264, June.
    17. Karine Raïes & Hans Muhlbacher & Marie-Laure Gavard-Perret, 2015. "Consumption community commitment : Newbies' and longstanding members' brand engagement and loyalty," Post-Print hal-02312235, HAL.
    18. Anita Pansari & V. Kumar, 2017. "Customer engagement: the construct, antecedents, and consequences," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 294-311, May.
    19. Margherita Pagani & Giovanni Malacarne, 2017. "Experiential engagement and active vs. passive behavior in mobile location-based social networks : the moderating role of privacy," Post-Print hal-02311925, HAL.
    20. Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. "Brand Community," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(4), pages 412-432, March.
    21. Labrecque, Lauren I. & vor dem Esche, Jonas & Mathwick, Charla & Novak, Thomas P. & Hofacker, Charles F., 2013. "Consumer Power: Evolution in the Digital Age," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 257-269.
    22. Joonas Rokka, 2015. "Timeflow: How Consumption Practices Shape Consumers’ Temporal Experience," Post-Print hal-01152925, HAL.
    23. Brodie, Roderick J. & Ilic, Ana & Juric, Biljana & Hollebeek, Linda, 2013. "Consumer engagement in a virtual brand community: An exploratory analysis," Journal of Business Research, Elsevier, vol. 66(1), pages 105-114.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Afi Fouad El & Ouiddad Smail, 2021. "Consumer engagement in value co-creation within virtual video game communities," Management & Marketing, Sciendo, vol. 16(4), pages 370-386, December.
    2. Xia, Lan & Roggeveen, Anne L., 2020. "When it’s too good to be true: Consumers’ reactions and firms’ responses to unintended price mistakes," Journal of Business Research, Elsevier, vol. 114(C), pages 16-29.
    3. Yuan, Denghua & Lin, Zhibin & Filieri, Raffaele & Liu, Ran & Zheng, Mengqin, 2020. "Managing the product-harm crisis in the digital era: The role of consumer online brand community engagement," Journal of Business Research, Elsevier, vol. 115(C), pages 38-47.
    4. da Fonseca, André Luís A. & Campos, Roberta D., 2021. "The cultural intertwining of consumption and entrepreneurship: A selective review of qualitative studies," Journal of Business Research, Elsevier, vol. 135(C), pages 149-162.
    5. Curina, Ilaria & Francioni, Barbara & Hegner, Sabrina M. & Cioppi, Marco, 2020. "Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Schivinski, Bruno, 2021. "Eliciting brand-related social media engagement: A conditional inference tree framework," Journal of Business Research, Elsevier, vol. 130(C), pages 594-602.
    2. Loureiro, Sandra Maria Correia & Romero, Jaime & Bilro, Ricardo Godinho, 2020. "Stakeholder engagement in co-creation processes for innovation: A systematic literature review and case study," Journal of Business Research, Elsevier, vol. 119(C), pages 388-409.
    3. Hollebeek, Linda D. & Macky, Keith, 2019. "Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 27-41.
    4. Kumar, Jitender & Nayak, Jogendra Kumar, 2018. "Brand community relationships transitioning into brand relationships: Mediating and moderating mechanisms," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 64-73.
    5. Osei-Frimpong, Kofi & McLean, Graeme, 2018. "Examining online social brand engagement: A social presence theory perspective," Technological Forecasting and Social Change, Elsevier, vol. 128(C), pages 10-21.
    6. Linda D. Hollebeek & Rajendra K. Srivastava & Tom Chen, 2019. "S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 161-185, January.
    7. Nadeem, Waqar & Tan, Teck Ming & Tajvidi, Mina & Hajli, Nick, 2021. "How do experiences enhance brand relationship performance and value co-creation in social commerce? The role of consumer engagement and self brand-connection," Technological Forecasting and Social Change, Elsevier, vol. 171(C).
    8. Capeau, Fanny & Valette-Florence, Pierre & Cova, Véronique, 2024. "A consumer demands-resources model of engagement: Theoretical and managerial contributions from a cross-validated predictive ability test procedure," Journal of Business Research, Elsevier, vol. 177(C).
    9. Kumar, Jitender & Kumar, Vikas, 2020. "Drivers of brand community engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    10. Bruneau, Virginie & Swaen, Valérie & Zidda, Pietro, 2018. "Are loyalty program members really engaged? Measuring customer engagement with loyalty programs," Journal of Business Research, Elsevier, vol. 91(C), pages 144-158.
    11. Tony Cooper & Constantino Stavros & Angela R. Dobele, 2019. "The levers of engagement: an exploration of governance in an online brand community," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 240-254, May.
    12. Caitlin McLaughlin & Kai Haverila & Matti Haverila, 2022. "Gratifications sought versus gratifications achieved in online brand communities: satisfaction and motives of lurkers and posters," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 190-207, March.
    13. Waqas, Muhammad & Salleh, Noor Akma Mohd & Hamzah, Zalfa Laili, 2021. "Branded Content Experience in Social Media: Conceptualization, Scale Development, and Validation," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 106-120.
    14. Hepola, Janne & Leppäniemi, Matti & Karjaluoto, Heikki, 2020. "Is it all about consumer engagement? Explaining continuance intention for utilitarian and hedonic service consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    15. Francisco J. Martínez-López & Rocío Aguilar-Illescas & Sebastián Molinillo & Rafael Anaya-Sánchez & J. Andres Coca-Stefaniak & Irene Esteban-Millat, 2021. "The Role of Online Brand Community Engagement on the Consumer–Brand Relationship," Sustainability, MDPI, vol. 13(7), pages 1-17, March.
    16. Marjeta Marolt & Hans-Dieter Zimmermann & Andreja Pucihar, 2020. "Enhancing Marketing Performance Through Enterprise-Initiated Customer Engagement," Sustainability, MDPI, vol. 12(9), pages 1-16, May.
    17. Benedict G. C. Dellaert, 2019. "The consumer production journey: marketing to consumers as co-producers in the sharing economy," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 238-254, March.
    18. Kai Wang & Jeffrey C. F. Tai & Hsin-Lu Chang, 2021. "Influences of place attachment and social media affordances on online brand community continuance," Information Systems and e-Business Management, Springer, vol. 19(2), pages 459-493, June.
    19. Munyaradzi W. Nyadzayo & Civilai Leckie & Lester W. Johnson, 0. "The impact of relational drivers on customer brand engagement and brand outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-18.
    20. Thakur, Rakhi, 2018. "Customer engagement and online reviews," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 48-59.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joinma:v:44:y:2018:i:c:p:29-42. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-interactive-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.