An empirical study of the impact of consumer emotional engagement and affective commitment in firm-hosted virtual communities

Ethel Claffey, Mairead Brady

Research output: Contribution to journalArticlepeer-review

14 Citations (Scopus)

Abstract

Emergent perspectives in marketing highlight new opportunities for leveraging social media as a means to build customer–firm relationships through consumer engagement. Drawing from cognitive appraisal theory and aspects of the service dominant logic, this study delineates and empirically tests hypotheses regarding the effects of key components of consumer engagement (cognitive appraisal, affective states, participation) on consumers’ affective commitment, in the context of two service companies where the firms used social media to host virtual communities. The research examines how consumers’ cognitive appraisal of the engagement experience aligned with their online interaction propensity and participation in value-creating activities drive engagement outcomes. The results confirm the need to contextualise, personalise and respond to the consumer’s engagement experience to develop this engagement.

Original languageEnglish
Pages (from-to)1047-1079
Number of pages33
JournalJournal of Marketing Management
Volume35
Issue number11-12
DOIs
Publication statusPublished - 2019

Keywords

  • affective commitment
  • consumer engagement
  • emotions
  • firm-hosted virtual communities
  • Social media

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