What Is the Role of the Brand Human Voice in Driving Consumer Engagement

Social media, and especially virtual brand communities, now offer new opportunities to connect consumers with a brand during the communication process. The objectives of this research are to (a) propose an explanatory model depicting how consumers develop emotional attachment to a brand as a result of their experience on the virtual brand community, (b) determine the influence of the Brand Human Voice on consumer emotional attachment and (c) emphasize the moderating role of consumers needs/motivations on their engagement towards the brand.