Purpose The purpose of this paper is to develop and validate a scale to measure customer social participation in brand communities, specifically e-travel companies’ communities. Design/methodology/approach A qualitative research has been undertaken to generate a pool of items. ) scale...

Purpose The purpose of this paper is to present a systematic review of customer participation research specifically in online brand communities and summarize a number of basic issues as important research gaps that future research should address. Design/methodology/approach By using the content...