How to Foster and Sustain Engagement in Virtual Communities
探讨企业如何通过理解消费者需求、促进成员参与和合作，在虚拟社区中培养并维持客户参与度，并评估参与带来的三种价值。
Getting customers engaged is one of the most significant challenges for firm-sponsored virtual communities. This article describes the efforts that managers can undertake to foster and sustain customer engagement through a firm-sponsored virtual community. A sponsor must understand consumer needs and motivations, promote member participation, and motivate members to cooperate by making them feel embedded and empowered. In assessing and communicating the benefits of engagement, managers should consider three interlocking sources of engagement value, namely, participatory value, relational value, and financial value.