Dr. Mohammad Rahaman published a study that is the first to confirm a curvilinear relationship between Customer Engagement(CE) and Sharing Behavior Intentions (SBI). It challenges conventional theorizing about highly engaged customers, revealing high CE levels fail to produce corresponding increases in Online Brand Community (OBC) members’ SBI. Further, empirical support validates the moderating role of perceived interactivity and brand page innovativeness that can be exploited by managers for stimulating a vibrant OBC.
