In many sectors of the entertainment industry, a few employees are in the public spotlight when performing the key service. For example, in professional team sports, a team of players competes in games and in TV shows a cast of artists acts in different episodes. These employees, coined...

Purpose: Firms increasingly rely on content marketing to trigger user engagement in social media brand communities. The purpose of this paper is to examine how three generic types of marketer-generated content (affiliative, injunctive and utilitarian content) drive user engagement by...

Purpose The proliferation of online brand communities has shifted control over brands from firms to consumers. Demonstrating how marketers can stimulate consumers to use these opportunities and engage with the brand in such communities, the purpose of this paper is to address the effectiveness...