Bapna, Sofia, Mary J. Benner, and Liangfei Qiu. "Nurturing Online Communities: An Empirical Investigation." MIS quarterly 43.2 (2019).

This study examines how firms can cultivate online brand communities, focusing on the role of engagement—measured by "likes" on firm posts—and its impact on community growth. It suggests that engagement leads to social diffusion, exposing the firm's content to a wider audience outside the community, potentially attracting new members. The research identifies types of posts that foster engagement, including those highlighting firm credibility, organizational achievements, opinions, and promotions. These engagement strategies are particularly effective for early-stage brand communities, demonstrating a greater impact on growth compared to more established ones.