Investigating the Impact of Customer Engagement on Customer Innovation Behaviors in Online Brand Communities

Abstract

In today's increasingly prosperous Internet economy, online brand communities are playing an increasingly important role in marketing. This paper starts with customer participation and studies its relationship with customer innovation behavior. Existing research shows that customers' sense of identity with brand community will make them have more innovative behaviors. Therefore, this paper explores the mediating role of identity (brand identity and community identity) in the relationship between customer participation and customer innovation. The research results show that customer participation has a positive impact on customer innovation behavior, brand identity and community identity have a positive impact on customer innovation behavior, and brand identity and community identity play an intermediary role in customer participation and customer innovation behavior, that is, customer participation can generate more customer innovation behaviors by strengthening brand identity and community identity.