... communities can promote consumer engagement behavior and that community engagement has a positive effect on consumer brand engagement. Social capital partially mediates the relationship between the humorous community climate and community engagement. Information heterogeneity negatively and value...

... to community engagement methods under different time frames. These findings generate new insights into brand community theory (Muniz and O’ Guinn, 2001 ; Kim et al., 2008 ; Mathwick et al., 2008). In practice, the current research provides guidelines for brand managers to formulate...