Customer engagement in online brand communities and value co-creation: the Balkan countries perspectives
by Fitore Jashari-Mani; Jusuf Zeqiri; Veland Ramadani; Wassim J. Aloulou; Faouzi Ayadi
International Journal of Environment, Workplace and Employment (IJEWE), Vol. 8, No. 1, 2024

Abstract: In the digital marketing era, businesses and customers widely use online brand communities (OBC). Customers use OBC to obtain information about products and others' shared experiences to make better purchase decisions. Businesses use OBC to communicate with, connect with, and develop closer ties with their customers. However, increasing customer engagement (CE) in these communities is a challenge for businesses. While many models regarding engagement have been proposed by researchers in various geographic contexts, a gap in the literature remains regarding this topic for emerging Balkan countries. This study aims to propose a model that identifies factors that are positively and significantly related to CE, and by analysing CE's effect on value co-creation as a consequence. We focus on four countries of the Balkan region, using a sample of 764 survey respondents. We document a positive and significant impact of three independent variables in determining CE - ease of use, rewards and recognition, and brand commitment, as well as a strong effect of CE on value co-creation. Our results can be used by businesses in transition economies to increase customer engagement through co-creation with their respective customers.

Online publication date: Mon, 29-Apr-2024

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