Community engagement and online word of mouth : An empirical investigation

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

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Original languageEnglish
Pages (from-to)258-270
Journal / PublicationInformation and Management
Issue number2
Online published8 Jul 2017
Publication statusPublished - Mar 2018


How customer engagement in a firm's social media marketing platform − online brand community − might affect word-of-mouth behavior is an open research issue as well as a vital business problem in e-commerce. To this end, we collected a set of longitudinal data that include community engagement behavior, e-commerce transactions, and customers’ post-purchase reviews. Using a control function approach, we find that consumer engagement in a brand community not only increases the likelihood of generating post-purchase reviews but also increases the likelihood of posting positive online reviews. Furthermore, we find that customer tenure has a positive moderating effect.

Research Area(s)

  • Community engagement, Customer tenure, Online brand community, Online product review, Word of mouth