In today's fast-paced business environment, customer engagement and advocacy have become critical factors for success, especially in the B2B sector. Companies are increasingly focusing on post-sale customer interactions to not only retain customers but also to turn them into brand advocates. One of the most effective ways to achieve this is through the creation and management of B2B communities. The concept of B2B communities is not new, but its importance has been magnified in recent years due to the digital transformation and the need for more personalised customer experiences.