This research aims to investigate which brand page characteristics (i.e., interactivity, content quality) positively influence on customer brand engagement. Besides, this research also examines the moderating effects of brand community involvement and comedy production content on the relationships between brand page characteristics and customer brand engagement. This research framework is combined with customer brand engagement and S-O-R framework. The sample of 281 valid respondents who followed brand pages on Facebook are obtained. To test the main effects of the research model, the PLS analysis is conducted. The moderating effects of brand community involvement and comedy production content are tested by K-mean cluster and ANOVA analysis. The findings reveal that brand page interactivity and content quality have positive influences on customer brand engagement. In addition, the moderating effect of brand community involvement is illustrated. The findings also suggest that the online content on brand pages should be comedy to engage customers efficiently.

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