Brand relationship quality and consumer community identification are critical drivers of consumer engagement on digital platforms

Engaging consumers has become a strategic imperative for companies to achieve brand love and positive customer recommendations

Business organizations need to take a more customer-centric and contextual approach of the emotional benefits to customers in the digital environment

Majority of consumer engagement studies have been conducted in the developed countries. By investigating the proposed consumer engagement-specific relations in a growing economy context of India, this study widens the scope of identified antecedent and outcome variables across contexts

Companies must recognise online brand communities as strategically important components in marketing decision-making to foster relationship building, to engage consumers and achieve positive customer recommendations

In an attempt to engage consumers on digital platforms, firms must focus on cues that can socially nudge a consumer vis-à-vis evoke relationship building