There is growing recognition of a linear relationship between customer engagement (CE) and sharing behavior intention (SBI) within firm-hosted online brand communities (OBCs) in social media. This study examines a negative quadratic nonlinear relationship among consumers of OBCs on Facebook brand pages in the United States, in which higher CE levels have a detrimental effect on SBI. Two moderators (perceived OBC interactivity and perceived OBC innovativeness) are considered to mitigate this effect. Hierarchical regression modelling tests a theoretical framework with data from 595 users of OBCs on Facebook. Results confirm a negative quadratic curvilinear relationship between CE and SBI and that perceived OBC innovativeness and perceived OBC interactivity mitigates the curvilinear effect. The results provide insights into the curvilinear effects of CE in firm hosted OBCs. These findings inform the optimization of digital content marketing activities to enhance sharing behaviors amongst actors to maintain a vibrant OBC in social media.

中文翻译：

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客户参与和分享行为：走向偶然曲线视角

人们越来越认识到，在社交媒体中公司托管的在线品牌社区 (OBC) 中，客户参与度 (CE) 和分享行为意图 (SBI) 之间存在线性关系。本研究考察了美国 Facebook 品牌页面上 OBC 消费者之间的负二次非线性关系，其中较高的 CE 水平对 SBI 产生不利影响。两个调节因素（感知的 OBC 交互性和感知的 OBC 创新性）被认为可以减轻这种影响。分层回归模型使用 Facebook 上 595 名 OBC 用户的数据测试了理论框架。结果证实了 CE 和 SBI 之间存在负二次曲线关系，并且感知到的 OBC 创新性和感知到的 OBC 交互性减轻了曲线效应。结果提供了关于 CE 在公司托管的 OBC 中的曲线效应的见解。这些发现为优化数字内容营销活动提供了信息，以增强参与者之间的共享行为，从而在社交媒体中保持充满活力的 OBC。