Mohammad Rahman, management, marketing and entrepreneurship, is working on new research on engaging Gen Y consumers in online brand communities in the US and China. He and his co-authors introduced a new framework for assessing the quality of a brand’s online brand community and its impact, alongside brand involvement, on Socialization as part of the quadripartite CE (customer engagement) conceptualization and behavioral loyalty using multi-country data. The empirical findings offers managers a tool to inform the optimization of precise digital content marketing activities to enhance customer-brand relationships in international consumer retail marketing contexts.