Journal article

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

SO de Almeida, D Scaraboto, JP dos Santos Fleck, M Dalmoro

Journal of Interactive Marketing | Elsevier | Published : 2018

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 advancement..

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University of Melbourne Researchers

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