Abstract:
The existing business arena places a lot of emphasis on the
satisfaction of customers. A paradigm shift is happening where
marketers, rather than making a sale, places a lot of emphasis
on making a customer. This appears to be the result of mounting
competition among different products and brands. Accordingly,
marketers are taking specific actions to capture more mind share
of the targeted audience to sustainably maximize their profits.
Towards this end, various strategic and tactical methods are
evolving within the postmodern marketing paradigm. This study
focuses to the outcomes of online brand community engagement
arouse by the antecedents to online brand community engagement
and brand community engagement. This further leads to the
findings and the future dimensions to research.
