Abstract
Despite the growing acknowledgment of brand evangelism’s significance in online brand communities (OBCs), empirical insights into its drivers and dynamics remain limited. This paper aims to explore whether customers’ involvement and participation improve their brand evangelism and whether that improvement is mediated by customer brand engagement (CBE). A formal questionnaire survey collected data from 303 MTurk OBCs users, and structural equation modeling was used to test the proposed conceptual model. The results show that customer involvement and participation enhance their brand engagement and, in turn, brand evangelism. This study disintegrated the two integral parts of customer brand engagement, customer participation and involvement, and investigated not only their direct effects but also their indirect effects via customer brand engagement on evangelism to provide a comprehensive understanding of customers’ voluntary consumption and communication behaviours.