Al-Khasawneh, Mohammad, et al. "How online communities affect online community engagement and word-of-Mouth intention." Sustainability 15.15 (2023): 11920.

This research explores the effects of online communities on engagement and word-of-mouth intention, proposing a theoretical model that includes utilitarian value, hedonic value, entitativity value, social presence, social support, and community identification as influencers. Analyzing 338 survey responses from Jordan through Amos 22 and employing Path Analysis for hypothesis testing, the study finds that entitativity value, social support, social presence, and community identification significantly impact online community engagement, while utilitarian and hedonic values do not. These results offer valuable insights and recommendations for future marketing strategies.