ABSTRACT The literature on media management addresses social media as a means for brands to build relationships, share experiences, communicate interactively, and collectively with consumers, and compete for the attention and engagement of their audiences to maximize performance. In this paper, we check the impact of brand involvement and perceived homophily on consumer engagement with brand communities in social media and the effect of the latter on corporate reputation. We find that community engagement has a strong, positive association with corporate reputation and fully mediates the relationship between brand involvement and perceived homophily with corporate reputation. As reputation positively influences sales and profitability, our results provide important managerial implications for online media professionals, brand managers and marketers, agents who develop communication and content strategies for social media brand communities with the aim of enhancing corporate performance.

中文翻译：

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消费者参与品牌社区的中介作用及其对企业声誉的影响

摘要 关于媒体管理的文献将社交媒体视为品牌与消费者建立关系、分享体验、互动和集体沟通的一种手段，并争夺受众的注意力和参与度，以最大限度地提高绩效。在本文中，我们检查了品牌参与度和感知同质性对消费者在社交媒体中与品牌社区互动的影响以及后者对企业声誉的影响。我们发现社区参与与企业声誉有很强的正向关联，并在品牌参与和感知同质性与企业声誉之间的关系中充分发挥中介作用。由于声誉对销售和盈利能力产生积极影响，我们的结果为在线媒体专业人士提供了重要的管理意义，