...Tania Maree; G. van Heerden Purpose The purpose of this study is to explore customer engagement (CE) in Facebook brand communities. It clusters Facebook brand fans to establish whether an existing typology holds in a diverse sample, and examines the differences in CE between the clusters...

...Melanie Wiese; Husain Salilul Akareem Purpose This two-country comparative study’s purpose is to investigate antecedents to, and the consequences of a sense of belonging to a firm’s Facebook community. Design/methodology/approach The model was grounded in the theory of sense of community...