Purpose Despite Schau et al. ’s (2009) pioneering research addressing consumers’ community engagement practices, scholarly understanding of the nature and dynamics characterizing consumers’ engagement practices in virtual (online) brand communities, and their inter-relationships, is...

Despite the extensive use of the term “engagement” in the context of brand communities, the theoretical meaning and foundations underlying this term remain underexplored in the literature to-date. Drawing on a literature review, this study adopts netnographic methodology to explore the...