Title: Customer engagement in online brand communities and value co-creation: the Balkan countries perspectives

Authors: Fitore Jashari-Mani; Jusuf Zeqiri; Veland Ramadani; Wassim J. Aloulou; Faouzi Ayadi

Addresses: Faculty of Business and Economics, South East European University, Tetovo, North Macedonia; Faculty of Economics, University of Prishtina, Prishtina, Kosovo ' Faculty of Business and Economics, South East European University, Tetovo, North Macedonia ' Faculty of Business and Economics, South East European University, Tetovo, North Macedonia ' College of Business, Imam Mohammad Ibn Saud Islamic University, Riyadh, Saudi Arabia ' College of Business, Imam Mohammad Ibn Saud Islamic University, Riyadh, Saudi Arabia

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.

Keywords: customer engagement; CE; online brand communities; OBC; co-creation; Balkan countries.

DOI: 10.1504/IJEWE.2024.138113

International Journal of Environment, Workplace and Employment, 2024 Vol.8 No.1, pp.91 - 113

Received: 11 Feb 2024
Accepted: 18 Feb 2024
Published online: 29 Apr 2024 *

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