Kang, Minjeong, Dong-Hee Shin, and Taeshik Gong. "The role of personalization, engagement, and trust in online communities." Information Technology & People 29.3 (2016): 580-596.

This study examines the impact of brand community characteristics—specifically perceived personalization and familiarity among members—on brand community engagement, with a focus on the mediating role of customer-to-customer (C2C) interaction and the moderating role of brand community trust. Through a survey of online brand community members, it was found that both perceived personalization and familiarity positively influence community engagement through the quality of C2C interactions. Additionally, brand community trust enhances the effects of personalization and familiarity on both C2C interaction quality and overall community engagement. These findings suggest that fostering personalization, familiarity, and trust within online brand communities can significantly bolster C2C interactions, thereby driving greater community engagement.