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The purpose of this study is to explore customer engagement (CE) in Facebook brand communities. It clusters Facebook brand fans to establish whether an existing typology holds in a diverse sample, and examines the differences in CE between the clusters. The predictive capabilities of CE on an important brand outcome, electronic word-of-mouth (eWOM), are determined.

In total, 493 respondents participated in an online survey. A two-step cluster analysis was conducted to determine the fan types. ANOVA was used to assess the differences in CE between the clusters. Multiple regression determined the predictive capabilities of CE on eWOM.

This research confirms the Facebook fan typology on a more diverse sample. Significant differences exist between the fan types on CE (captivation and gratification) and CE significantly predicts eWOM.

Future research could include motivations behind brand fan behavior. Using other CE measures may bring a different view. Theoretical perspectives other than social identity theory (SIT) may elicit other insights.

Insights into brand fan segments’ behavior and engagement allow brand managers to develop targeted marketing interactions. Gratification engagement is a stronger driver of eWOM, suggesting that brands should focus on marketing actions that will encourage gratification.

This research expands on Facebook brand fan typologies and explores CE as a multi-dimensional construct, rather than as a mere “like” action. Additionally, it determines the predictive capabilities of CE dimensions on eWOM. The findings suggest that SIT could be useful when examining CE in brand communities.

The transformation of the agricultural landscape is deemed as an essential nation-building priority in post-democratic South Africa. Part of the activity of transformation is affording disenfranchised groups opportunity to participate in careers where they were excluded. The purpose of the study is to investigate the motivational factors that influenced emerging Black farmers as entrepreneurs to choose agriculture as a career path in post-democratic South Africa.

This study adopted a qualitative study using a semi-structured interview technique. The sample comprised of 29 emerging Black entrepreneurs working within the agriculture context in the Eastern Cape Province of South Africa.

Upon analysis, the individual stories of Black emerging farmers as entrepreneurs showed the role of personal influences; the community; the quest for financial influence through economic sustenance; and socio-economic influences as playing a part in informing career entrance into agriculture amongst the Black emerging farmers.

A limitation, familiar with qualitative research, concerns the use of a small sample size. However, a strength of the study is the in-depth focus, especially through interviews lasting a minimum of 1 h.

This study answers the call for a contemporary understanding of career processes in professions such as agriculture that have not received attention. This can be a practical basis to encourage more recent entrants into occupations and entrepreneurial pursuits that have been restricted. This study thus offers a practical basis for career counselling interventions in the agricultural space. This includes farmer training and development opportunities and provision of financial support to Black farmers.

The findings offer insight into the role of a range of socially embedded factors and how they influence occupational aspirations and individuals fulfilling their entrepreneurial pursuits.

This study ignites focus into an under-researched area, especially on the African continent.