The rise of digital technology and the proliferation of virtual communities have acted a vital part in shaping the understanding of customer engagement. This thesis focuses on customer engagement in the digital realm within the virtual community’s context through three focused and interconnected studies. 

The first study conducts a meta-analysis on customer engagement in online brand communities, examining its antecedents and outcomes from customer, brand, and community perspectives, testing the moderating effect of types of communities. The second paper investigates the influence of digital assets, particularly Non-Fungible Tokens (NFTs) and Fungible Tokens (FTs), on trust and customer engagement within decentralised communities, revealing the mediating role of psychological ownership. The final study proposes a novel framework integrating Corporate Social Responsibility (CSR) initiatives with blockchain-enabled virtual communities, aiming to enhance customer engagement and CSR effectiveness. Together, these studies contribute to the extant understanding of customer engagement, providing insights for both academic research and practical application in the evolving virtual community landscape.