Managing Consumer Engagement in a Celebrity Brand Community

Abstract

The recent expansion of social media has resulted in marketing researchers displaying increased interest in newly empowered consumers, whom have achieved a key role in online marketing activities. When dealt with right, consumers offer companies several advantages. To acquire these advantages, companies must adapt to new operating models, which focus on engaging consumers. Consumer engagement refers to the measures taken in order for the consumer to participate in cooperation with a company. Online brand communities—the results of consumer engagement—are commercial communities operating on the Internet, formed around a particular brand.

This study seeks to determine, how consumer engagement is managed in an online brand community formed around a celebrity brand, an Australian personal trainer, Kayla Itsines. To do this, the thesis initially provides an understanding of the factors underlying the relationships between consumers and brands. The thesis then outlines the key resources, which are required to successfully manage consumer engagement in an online brand community. The empirical study draws from the theoretical implications, and outlines, how the case study uses resources to manage consumer engagement within its online brand community on Facebook. The research is conducted in a qualitative manner, by applying netnography, a form of ethnographic research.

The theoretical review together with the empirical research provide brand managers an understanding of the key resources required for successfully managing consumer engagement within online brand communities, offering an outline of the tools needed to achieve competitive advantage and ultimately increased profitability.