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In a city where foreigners come to re-invent themselves, Allie learns, too late, that nothing is what it seems.
The paper concludes with a discussion of implications for practice and further research.► Customer engagement (CE) is an important concept in online brand communities.
► CE has behavioral, cognitive and emotional dimensions.
Drawing on a literature review, this study adopts netnographic methodology to explore the nature and scope of consumer engagement in an online brand community environment.
The study reveals the complex multidimensional and dynamic nature of consumer engagement, which may emerge at different levels of intensity over time, thus reflecting distinct engagement states.
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Despite the extensive use of the term “engagement” in the context of brand communities, the theoretical meaning and foundations underlying this term remain underexplored in the literature to-date.
A young woman, Lucy, receives a message of a girl friend of hers, whom invites her for a Webchat.
After a while, her friend begins to get undressed on her Webcam. See full summary » A young American backpacker, ALLIE (Tammin Sursok), falls in with a mysterious group of ex-pats living in Bangkok who perform on a provocative interactive website called "Cam2Cam." The seductive allure of Bangkok along with the strange sexual magnetism of the group's leader, MARIT, turn Allie's world inside out.