The subscription model, prominent within the ‘subscription economy’ (SE), is now a popular form of business within many industries. In simple terms, a subscription model entails two parties (customers and firms) entering into an agreement whereby the patron commits to make regular payments to the supplier, who in exchange periodically delivers an agreed bundle of goods and/or services. Although mostly applied within Business-to-Consumer (B2C) markets (e.g. entertainment services, newspapers and media industry, software licences), the subscription model can be found in Business-to-Business (B2B) markets also (e.g. Rolls Royce ‘Power-by-the-hour model’). This unique form of commerce (i.e. committed repeat patronage) creates an alternative relationship between the buyer and seller to other more traditional forms of business.

Engagement is a central aspect of discussions surrounding online brand communities. The current paper advances the existing thinking associated with conceptualisation of engagement in the context of online brand communities. By understanding how brands engage in an online community we can provide better community management and benefit a brand.