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Seriously Engaged Consumers: Navigating Between Work and Play in Online Brand Communities by Stefânia Ordovás de Almeida; Daiane Scaraboto; João Pedro dos Santos Fleck; Marlon Dalmoro is a Business, Management and Accounting article available to read on EtoBox.

What is Seriously Engaged Consumers: Navigating Between Work and Play in Online Brand Communities about?

Seriously engaged consumers create and manage online communities dedicated to brands or consumption activities, but this type of engagement remains under-examined. This study explores the contextual triggers and individual drivers of serious engagement in online communities and explains how seriously engaged consumers navigate the intersection between work and play that characterizes serious engagement. We draw from qualitative data spanning over a decade on the trajectory of four seriously engaged consumers who created and/or managed an online brand community for players of Microsoft's Xbox. Three contextual triggers (market-specific practices, marketplace shifts, sociotechnical advancements), when aligned with individual drivers (relevant skills and expertise, entrepreneurial vision, personal commitment), motivate consumers who have been engaged with a brand or consumption activity to deepen their engagement, becoming managers of or launching an online brand community. Consumers can navigate the in-between space of serious leisure through knowledge development or searching for personal fulfillment and/or external recognition. These findings support several contributions to the li

Who reads Seriously Engaged Consumers: Navigating Between Work and Play in Online Brand Communities?

Author

Stefânia Ordovás de Almeida; Daiane Scaraboto; João Pedro dos Santos Fleck; Marlon Dalmoro

Publisher

SAGE Publications

Published

2018

Language

EN

Field

Business, Management and Accounting (Social Sciences)