In recent years, growing attention has been devoted to consumer engagement with brands through emerging technological (e.g., social media/artificial intelligence-based) platforms. However, despite important advances, much remains unknown regarding the effect of consumers’ technology-facilitated brand engagement (CTFBE) on their wellbeing, thus posing an important research gap. To explore this gap, we first define CTFBE as a consumer’s boundedly volitional resource investment in technology-mediated brand interactions. We next outline two approaches to CTFBE and its effect on wellbeing. First, adopting a positivist approach, we propose a framework that incorporates the Technology Acceptance Model (TAM)-informed CTFBE antecedents of consumer-perceived technology usefulness and -ease-of-use, in addition to goal salience and network position. In turn, we contend that CTFBE affects the PERMA-based consumer wellbeing facets of Positive Emotions, Relationships, Meaning, and Accomplishments. Second, in adopting Consumer Culture Theory (CCT), we address CTFBE-related wellbeing from sociological, anthropological, and cultural perspectives. We outline CCT’s importance for CTFBE¹ in the following areas: (i) brand/consumption communities, (ii) consumption myths, rituals, and practices, and (iii) consumption and identity issues. Finally, we introduce the papers contained in this Section and offer an agenda for further research.

近年来，消费者通过新兴技术（例如社交媒体/基于人工智能）平台与品牌的互动越来越受到关注。然而，尽管取得了重大进展，但关于消费者的技术促进品牌参与 (CTFBE) 对其幸福感的影响仍有很多未知，因此造成了重要的研究空白。为了探索这一差距，我们首先将 CTFBE 定义为消费者在技术介导的品牌互动中的有限意志资源投资。我们接下来概述了 CTFBE 的两种方法及其对幸福感的影响。首先，采用实证主义的方法，我们提出了一个框架，除了目标显着性和网络位置之外，我们还提出了一个框架，该框架结合了技术接受模型 (TAM)-告知消费者感知技术有用性和易用性的 CTFBE 前因。反过来，我们认为 CTFBE 会影响基于 PERMA 的消费者福祉方面的积极情绪、关系、意义和成就。其次，在采用消费者文化理论 (CCT) 时，我们从社会学、人类学和文化角度解决了与 CTFBE 相关的福祉问题。我们概述了 CCT 对 CTFBE 的重要性¹在以下领域：(i) 品牌/消费社区，(ii) 消费神话、仪式和实践，以及 (iii) 消费和身份问题。最后，我们介绍了本节中包含的论文，并提供了进一步研究的议程。