...) conceptualizes AEBs as forms of IW, allowing a new framing of AEBs as mechanisms for institutional change and (3) reveals how organizations shape engagement through leadership work that consolidates and mitigates engagement behaviors, thereby synchronizing individual actions into collective engagement to foster...

...), where platform business success depends on high levels of engagement by users, both individuals and collectives. The study argues individual PO (iPO) acts as the antecedent to engagement within a dyad of brand and user, and collective PO (cPO) as the antecedent to collective engagement by communities...