Heterogeneous brand engagement in brand communities

Consumer engagement in brand communities is well documented, but most of the research approaches community members as a homogenous group that engages with the brand and the community. Based on a total of 970 responses from Facebook page members interacting in three languages popular on Facebook (English, French and Spanish) this study uses structural equation modelling, integrating FIMIX-PLS and POS-PLS to analyse the data. It identifies three different segments of engaged consumers (emotional engagers, thinkers and active engagers), and provides initial explanations as to the differences of the consumer groups