Engagement dynamics in consumer-led brand communities in tech and education

Purpose This research aims to explore the antecedents and outcomes of Customer Brand Engagement (CBE) in Online Brand Communities (OBCs). It examines how community-driven factors enhance CBE and how CBE influences specific brand outcomes. Design/methodology/approach This research uses structural equation modeling to analyze data collected from 289 participants active in Kosovo’s technology and education sector online communities. Findings The findings suggest that having brand identification, moderator support and brand knowledge increases CBE within OBCs. Subsequently, a higher degree of engagement results in positive brand-related outcomes of increased citizenship behavior, brand experience, customer-based brand equity and a willingness to pay higher prices. Practical implications This study emphasizes the moderators’ important role in curating engagement and supporting an active online community. Brands should invest in systems that create brand identification and knowledge sharing while also searching for robust community management to take advantage of the potential end engagement-driven benefits, namely, customer advocacy and loyalty. Originality/value This investigation builds upon prior engagement models by addressing the drivers and outcomes of CBE in OBCs and providing a comprehensive understanding of engagement in digital brand communities. By doing so, this study situates these findings within a newly emerging digital market and outlines CBE’s economic and behavioral effects on Kosovo’s technology and education sectors.