An empirical study of the impact of consumer emotional engagement and affective commitment in firm-hosted virtual communities

Claffey, Ethel and Brady, Mairead (2019) An empirical study of the impact of consumer emotional engagement and affective commitment in firm-hosted virtual communities. Journal of Marketing Management, 35 (11-12). pp. 1047-1079. ISSN 0267-257X

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Abstract

Emergent perspectives in marketing highlight new opportunities for leveraging social media as a means to build customer–firm relationships through consumer engagement. Drawing from cognitive appraisal theory and aspects of the service dominant logic, this study delineates and empirically tests hypotheses regarding the effects of key components of consumer engagement (cognitive appraisal, affective states, participation) on consumers’ affective commitment, in the context of two service companies where the firms used social media to host virtual communities. The research examines how consumers’ cognitive appraisal of the engagement experience aligned with their online interaction propensity and participation in value-creating activities drive engagement outcomes. The results confirm the need to contextualise, personalise and respond to the consumer’s engagement experience to develop this engagement.

Item Type:	Article
Additional Information:	Publisher Copyright: © 2019, © 2019 Westburn Publishers Ltd.
Uncontrolled Keywords:	/dk/atira/pure/subjectarea/asjc/1400/1408
Departments or Groups:
Depositing User:	Admin SSL
Date Deposited:	19 Oct 2022 23:08
Last Modified:	20 Jul 2023 16:05
URI:	http://repository-testing.wit.ie/id/eprint/4250

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