Proceedings of 23rd International Business Research Conference
18 - 20 November, 2013, Marriott Hotel, Melbourne, Australia, ISBN: 978-1-922069-36-8
Types of Customer Engagement Behaviours in Online
Brand Communities: An Exploratory Study
Meshaal Alotaibi*, Robyn Ouschan** and Graham Ferguson***
This study examines customer engagement behaviours in online
brand communities by adopting a netnographic methodology to
explore engagement objects and types. In this study, customer
engagement in online brand communities is defined as voluntary (i.e.,
outside of the customer’s required role for service delivery and
service encounter) helping behaviours that are intended to co-create
value for themselves, other customers, and the firm. The findings
from the qualitative study support the proposed conceptual definition
of customer engagement types in online brand communities.
JEL Codes: M31
* PhD student. Meshaal, Alotaibi, School of Marketing, Curtin University, Western Australia.
Email: m.alotaibi5@postgrad.curtin.edu.au
**Dr. Robyn Ouschan, School of Marketing, Curtin University, Western Australia.
Email: r.ouschan@curtin.edu.au
*** Dr. Graham Ferguson Curtin University, School of Marketing, Western Australia.
Email: g.ferguson@curtin.edu.au
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