The Antecedents and Outcomes of Online Brand Community Engagement : A Social Media Perspective of Generation Y

Abstract

The existing business arena places a lot of emphasis on the satisfaction of customers. A paradigm shift is happening where marketers, rather than making a sale, places a lot of emphasis on making a customer. This appears to be the result of mounting competition among different products and brands. Accordingly, marketers are taking specific actions to capture more mind share of the targeted audience to sustainably maximize their profits. Towards this end, various strategic and tactical methods are evolving within the postmodern marketing paradigm. This study focuses to the outcomes of online brand community engagement arouse by the antecedents to online brand community engagement and brand community engagement. This further leads to the findings and the future dimensions to research.