Grounded on service-dominant logic (S-D logic), a vital issue for marketers is to understand how the multiple approaches encouraging consumer participation (CP), as manifested by consumer-consumer interaction (CCI) and consumer-brand interaction (CBI), reflect on the extent of consumer-brand engagement (CBE). This study examines the role of CCI and CBI in driving the CBE's cognitive, emotional and behavioral dimensions, and their effect on consumers' behavioral intentions based on repurchase intention and ongoing search behavior. Data collected from 316 Malaysian consumers using a self-administrated online survey was analyzed using Partial Least Square – Structural Equation Modelling (PLS-SEM). The findings demonstrate the importance of the two forms of CP in strengthening the CBE dimensions, revealing that the cognitive engagement is an influential driver of consumers' ongoing search behavior, while emotional engagement and behavioral engagement are significant predictors of consumers' repurchase intention. We provide meaningful implications for marketers to manage CP on social-media platforms.

基于服务主导逻辑（SD逻辑），对于营销人员来说，一个至关重要的问题是了解鼓励消费者参与（CP）的多种方法（以消费者与消费者互动（CCI）和消费者与品牌互动（CBI）所体现的方式）如何体现消费者品牌参与度（CBE）的范围。这项研究基于回购意向和持续搜索行为，研究了CCI和CBI在驱动CBE的认知，情感和行为维度中的作用，以及它们对消费者行为意图的影响。使用偏最小二乘-结构方程模型（PLS-SEM）对使用自我管理的在线调查从316名马来西亚消费者收集的数据进行了分析。研究结果表明，CP的两种形式在加强CBE维度方面的重要性，揭示认知参与是消费者持续搜索行为的有力驱动因素，而情感参与和行为参与是消费者回购意向的重要预测指标。我们为营销人员在社交媒体平台上管理CP提供了有意义的启示。