What is the expectation of engagement in online brand communities?

High levels of customer interaction in online brand communities are expected because these communities serve as platforms for consumers to engage with each other and with the brand. Such interactions can take several forms, including discussions about experiences with the product, sharing user-generated content, providing feedback to the brand, and building relationships among community members. This engagement fosters a sense of belonging and loyalty within the community, encouraging members to return and participate actively.

Additionally, when customers interact frequently within these communities, it helps brands to gain valuable insights into customer preferences and behaviors. By promoting high levels of interaction, brands can also facilitate better customer service and support, creating an environment where consumers feel heard and valued, ultimately leading to increased brand loyalty and advocacy.