Exploring the interplay between sense of community theory and online engagement in FACEBOOK brand communities

This study investigates the relationship between the four elements of the Sense of Community (SOC) theory and online engagement (OE) within social media brand communities on Facebook. Data were collected via convenience sampling, yielding 497 usable responses from an online consumer panel. SOC theory proved relevant in digital settings and provides a robust theoretical foundation for OE, as supported by the hypotheses. The findings of the structural equation modelling reveal that both SOC and OE consist of two dimensions rather than four, and that a mutually reinforcing, reciprocal relationship exists between them. SOC strengthens OE, and OE reinforces SOC. Loyalty towards the brand community moderates only the relationship between membership and conscious affection, highlighting the complexity of loyalty in online contexts. SOC is most prominently expressed through membership and social processes, highlighting the importance of belonging and mutual support in virtual communities. Brands can leverage these social processes to foster meaningful engagement and emotional connection with consumers, thereby strengthening both engagement and SOC. This research advances understanding of the dynamic interplay among belonging, engagement, and loyalty in virtual communities, extends SOC theory to a novel online setting, and offers valuable implications for managing these communities more effectively.