This study examines the difference between Facebook-based firm-initiated online brand communities (FIOBCs) and consumer-initiated online brand communities (CIOBCs). A content analysis of 2512 Facebook posts across twelve online brand communities (OBCs) of six brands was conducted using Netnography. This was followed by ten in-depth interviews of community members of these online brand communities. The most engaging posts in the consumer-initiated online brand community provide information and focus on self-enhancement and brand identification. In the firm-initiated online brand community, posts related to a brand, new product launches, greetings, and rewards were perceived as most engaging. Additionally, it was found that the drivers of engagement are informational, economic, and social benefits, brand identification, and self-enhancement. This paper contributes to customer engagement and brand community literature by examining the differences between firm-initiated and consumer-initiated online brand communities, focusing on Facebook-based online brand communities.

本研究探讨了基于 Facebook 的企业发起的在线品牌社区 (FIOBC) 和消费者发起的在线品牌社区 (CIOBC) 之间的差异。使用 Netnography 对 6 个品牌的 12 个在线品牌社区 (OBC) 中的 2512 个 Facebook 帖子进行了内容分析。随后对这些在线品牌社区的社区成员进行了十次深度访谈。消费者发起的在线品牌社区中最具吸引力的帖子提供信息并专注于自我增强和品牌识别。在公司发起的在线品牌社区中，与品牌、新产品发布、问候和奖励相关的帖子被认为最具吸引力。此外，研究发现，参与的驱动因素是信息、经济和社会效益、品牌识别和自我提升。本文通过研究公司发起的和消费者发起的在线品牌社区之间的差异，重点关注基于 Facebook 的在线品牌社区，为客户参与和品牌社区文献做出贡献。