Index of Paper Presentations for the Parallel Sessions - Academy of ...

QuickTime and adecompressorare needed to see this picture.The coding of content and measurement of engagement values determined by the brand community members whohave shared the content, commented on it or liked it provided by the brand community of MTV India gives usinsights into the differences between engagement levels between types of content. We find the significant maineffect of relatedness to brand and scope on engagement levels (see table 5). We find that greater scope of contentengages more brand community members as compared to lower scope content. Similarly a high relatedness ofcontent to brand results in higher engagement as compared to a lower relatedness to brand. Comparing betweencategories we find content of national and global relevance i.e. greater scope and lower relatedness to brandproduces maximum engagement followed by allied content, content on life, brand related content and finallypromotional content.QuickTime and adecompressorare needed to see this picture.5.1.1 Fundamental content