CONSUMER ENGAGEMENT PATTERNS IN CAR COMMUNITIES

Abstract

Despite the extensive use of the term “engagement” in the context of communities, the theoretical meaning and foundations underlying this term remain underexplored in the literature to-date. Drawing on a literature review, this study adopts fenomenology methodology to explore the nature and scope of consumer engagement in an car community environment. The study reveals the complex multidimensional and dynamic nature of consumer engagement, which may emerge at different levels of intensity over time, thus reflecting distinct engagement states. Further, the consumer engagement process comprises a range of sub-processes reflecting consumers' interactive experience within car communities, and value co-creation among community participants. Engaged consumers exhibit enhanced consumer loyalty, satisfaction, empowerment, connection, emotional bonding, trust and commitment. Data from this study was obtained through in-depth interviews Paguyuban Komunitas Otomotif Barlingmascakeb (PKOB). The paper concludes with a discussion of implications for practice and further research.

Keyword: Consumer Engagment, Consumer Behaviour, Brand Engagment, Brand Loyalty, Car Communities