| Summary: | This study aims to explore the dimensions and motivations of customer engagement adapted to social media based brand community. To figure it out about how to enhance customer engagement, this study try to find out what are the communication aspects and tools that attract customer as well as help the brand to build customer loyalty towards social media based brand communities. Data are collected in social media based Harry Potter communities through netnographic approaches which including observation and semi-structured interviews with 20 international participants. This study suggests that both initial customers and familiar customers are increasingly concern to the content and information quality on social media based brand community. It also found that customers are increasingly desire to build personal identity in brand community. To attract both familiar and initial customers at meantime, the types of posts should match engagement habits of different customer groups. Moreover, one of the most interesting findings is that unofficial brand communities becoming more and more popular among customers. Therefore, future research could be extended to unofficial brand communities created on social media platforms in order to further understand the effect of social media based brand community to enhance brand equity.
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