Abstract

This study examined the engagement of consumers in online brand community. Its specific objectives are to provide a better insight into the concept, theories, and empirical studies on consumer engagement in the online brand community in order to unveil the antecedents of consumer engagement in online brand community for future research. The paper relies on theoretical and methodological approaches to achieving the objectives. This was done by reviewing the findings, observations, and suggestions of extant studies on consumer engagement in online brand community. Based on the review of extant studies, the paper discovered that consumer engagement in online brand community is influenced by brand pages related content, pictures or logos in social media, brand identification, individual related factors (personality, cultural orientation and level of participation, and involvement in the social media) and social, entertainment and economic benefits of interacting with the brand pages in the social media network. On this basis, the paper, therefore, recommends that firms should ensure quality brand focus awards, message content, logo and video, and ambience of the brand pages should be entertaining, appealing, and catchy. The paper also highlighted research gaps in the literature for future studies.