A Critical Analysis of Consumer Engagement Dimensionality

Kuvykaitė, Rita; Tarutė, Asta

doi:10.1016/j.sbspro.2015.11.468

Cited by 33 publications

(15 citation statements)

References 13 publications

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“…The above-mentioned varied views incorporating multiple dimensions of the construct led Kuvykaitė and Tarutė (2015) to conclude that the dimensionality of CE depends on the perspective of the construct and the definition for these dimensions would depend on the object of engagement (e.g., brand, website or advertisement). Extending this notion in the online environment, the work by Mollen and Wilson (2010) provides an understanding of online CE and explains it as the way in which a person is engaged with a brand via its website or any other entities that are computer mediated.…”

Section: Engagementmentioning

confidence: 99%

Consumption of OTT Media Streaming in COVID-19 Lockdown: Insights from PLS Analysis

Gupta

Singharia

2021

Vision: The Journal of Business Perspective

104

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In light of the current ecosystem of technological advancements in telecommunication and enhanced capability of devices, the present work brings to the fore the changes in consumers’ media consumption. The shift from conventional media to over-the-top (OTT) media, particularly in the lockdown period due to the COVID-19, has resulted in a war between streaming service providers to attract and retain customers. In the light of this change, the present study conducts partial least squares structural equation modeling (PLS-SEM) analysis to examine the impact of two key antecedents, namely, customer engagement (CE) and quality of service experience (QoSE) for their impact on users’ willingness to continue and subscribe (WCS) streaming services in future. The paper also delves into the indirect role of satisfaction and habit in affecting the aforesaid linkages. With the world facing the impact of the pandemic, the implications emerging from the study present an opportunity to the providers of OTT platforms to capitalize on the perceived change to the best of their advantage.

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Section: Engagementmentioning

confidence: 99%

Consumption of OTT Media Streaming in COVID-19 Lockdown: Insights from PLS Analysis

Gupta

Singharia

2021

Vision: The Journal of Business Perspective

104

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“…At present, the idea of value co-creation has become a research hotspot in the field of marketing, which has reshaped the value chain and helped enterprises or destinations to gain competitive advantages [3,4] by attracting customers to participate in personalized product design and to share their experiences [5,6]. Hence, the study of engagement behavior, the external manifestation of the idea of value co-creation, has become a research hotspot, which includes employee engagement, customer (tourist) engagement, actor engagement, and peer engagement [7][8][9][10]. In the field of tourism research, many studies verified the importance of engagement behavior of tourists [11].…”

Section: Introductionmentioning

confidence: 99%

Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation

Bai

2020

Sustainability

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Tourist engagement in marketing activities for destinations has been seen as a new driving force for the sustainable development of such destinations and as an effective way to improve their brand equity. Based on the theory of value co-creation and the theory of consumer-based brand equity for destinations, this paper examines the antecedents of brand engagement and the causal paths among them and compares the estimated values of different paths with brand image, brand awareness, and brand quality as the independent variables; brand value and brand trust as the mediating variables; and brand engagement as the dependent variable, taking Shandong Province as an example. The final results show that brand image, brand awareness, and brand quality are all key antecedents of brand engagement; however, they play different roles. The total effect of brand quality is the largest, the total effect of brand awareness follows, and the total effect of brand image is the smallest. Furthermore, the mediating effect of brand value is larger than the mediating effect of brand trust. The results provide empirical support for promoting the management of brand equity for similar destinations and encouraging tourists to participate in value co-creation activities.

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“…This dimension is categorised by an individual who has a strong, cerebral connection with a brand (Kuvykaite and Tarute, 2015;So et al, 2014). The brand is central in their lives (Shin and Back, 2020), they are fully concentrated on it (Hollebeek et al, 2014), and stimulated to learn more about it (Baldus et al, 2015;Dessart et al, 2015;Hollebeek et al, 2014;Kumar and Kumar, 2020).…”

Section: Cognitive Dimensionmentioning

confidence: 99%

Exploring the motivations to participate in an online brand community: a study of 7–11-year-old children

Thomas

White

Samuel

2021

EJM

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Purpose The purpose of this research is to understand what motivates 7–11-year-old children to participate in online brand communities (OBCs). Prior research has concentrated on prescriptive product categories (games and gaming), predominantly adolescent groups and the social aspects of community engagement and actual behaviour within communities, rather than the motivations to participate with the OBC. This has ultimately limited what has been gleaned, both theoretically and managerially, from this important segment. Design/methodology/approach An interpretive, longitudinal position is adopted, using a sample of 261 children (113 male and 148 female) from across the UK, using event-based diaries over a 12-month period, generating 2,224 entries. Findings Data indicate that children are motivated to participate in a brand community for four reasons: to support and ameliorate pre-purchase anxieties, resolve interpersonal conflicts, exact social dominance in terms of product ownership and perceptions of product knowledge and to actively engage in digitalised pester power. The study also reveals that certain motivational aspects such as conflict resolution and exacting dominance, are gender-specific. Research limitations/implications Knowledge of children’s motivation to engage with OBCs is important for marketers and brand managers alike as the data reveal markedly different stimuli when compared to known adult behaviours in the field. Given the nature of the study, scope exists for significant future research. Practical implications The study reveals behaviours that will assist brand managers in further understanding the complex and untraditional relationships that children have with brands and OBCs. Originality/value This study makes a novel examination of a hitherto little-explored segment of consumers. In doing so, it uncovers the theoretical and practical characteristics of child consumers that contemporary, adult-focussed literature does not recognise. The paper makes an additional contribution to theory by positing four new behavioural categories relating to community engagement – dependers, defusers, demanders and dominators – and four new motivational factors which are fundamentally different from adult taxonomies – social hegemony, parental persuasion, dilemma solving and conflict resolution.

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A Critical Analysis of Consumer Engagement Dimensionality

Cited by 33 publications

References 13 publications

Consumption of OTT Media Streaming in COVID-19 Lockdown: Insights from PLS Analysis

Consumption of OTT Media Streaming in COVID-19 Lockdown: Insights from PLS Analysis

Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation

Exploring the motivations to participate in an online brand community: a study of 7–11-year-old children

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