Capturing consumer engagement: duality, dimensionality and measurement

Dessart, Laurence; Veloutsou, Cleopatra; Morgan‐Thomas, Anna

doi:10.1080/0267257x.2015.1130738

Cited by 420 publications

(530 citation statements)

References 80 publications

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“…To this end, Skute (2014) highlights that marketers have moved from one-to-many engagement to many-to-many engagement, with the help of social media, while building a network of relationships, having little or no control over the communications taking place. Dessart et al (2016) observed that the "object of engagement" finds mention in the literature using various terminologies, such as, brand engagement, online engagement, brand community engagement etc. The authors attribute this to the JRIM different foci of engagement considered in each of these researches.…”

Section: Social Media and Brand Communitiesmentioning

confidence: 99%

Customer engagement in an e-commerce brand community

Vohra

Bhardwaj

2019

JRIM

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Purpose-The purpose of this study is to outline a conceptual framework for customer engagement in the context of social media for emerging markets. Three competing models of customer engagement were identified and tested to arrive at the best suited model for the given contexts. The alternative conceptual frameworks involve the constructs of active participation, community trust and community commitment in relation to customer engagement. Design/methodology/approach-Data were collected using questionnaires sent via e-mail to respondents. Structural equation modelling was then used to arrive at the best suited model, while also empirically testing for the relationships among the constructs. Findings-The study, by way of an empirical comparison of alternative conceptual frameworks, presents a customer engagement framework best suiting the social media context for emerging markets. The study also outlines active participation, community trust and community commitment to be acting as antecedents to customer engagement. Further active participation is identified as a necessary antecedent to customer engagement based on the comparative assessment of the frameworks. Research limitations/implications-While there is not much consensus on the nature of customer engagement, the study offers insights to marketers in terms of managing customer engagement with their brand communities. The study identifies the role and importance of inducing active participation in a brand community context. Further, it also identifies community trust and community commitment to be occurring as antecedents to customer engagement, with commitment implying for a more pronounced role in the framework. Originality/value-There is no consensus among researchers regarding the nomological network surrounding customer engagement. Further, very few of these studies have focussed on this construct in the context of emerging markets. This study thus attempts to close the above gap, by testing for alternative conceptual frameworks involving customer engagement, in the context of social media for emerging markets.

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Section: Social Media and Brand Communitiesmentioning

confidence: 99%

Customer engagement in an e-commerce brand community

Vohra

Bhardwaj

2019

JRIM

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“…While certain conceptualizations of engagement focus on its multidimensional nature (e.g. Brodie, Hollebeek, Juric, & Ilic, 2013;Dessart, Veloutsou, & Morgan-Thomas, 2016;Hollebeek, Glynn, & Brodie, 2014), others have defined it with reference to specific customer activities or patterns (e.g. Dolan et al, 2016;vanDoorn et al, 2010;Schivinski et al, 2016).…”

Section: Social Media Engagement Behaviours: the Cobra Frameworkmentioning

confidence: 99%

Social media and sports: driving fan engagement with football clubs on Facebook

Vale

Fernandes

2017

Journal of Strategic Marketing

217

144

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Sport fans develop unique and engaging relationships with their favourite sport teams, both offline and online. However, research on sport fan engagement is still limited in relation to social media. The purpose of this research is to understand why and how sport fans engage with clubs on social media. Following the Uses and Gratifications approach and the Consumers' Online Brand-Related Activities framework, seven motivations (Information, Entertainment, Personal Identity, Integration and Social Interaction, Empowerment, Remuneration and Brand Love) and three dimensions of online engagement behaviours (Consumption, Contribution and Creation) were considered. A web-based survey was conducted among football club fans of a major UEFA league on Facebook, resulting in 562 responses. The need for Information, Empowerment and Brand Love mainly drive Consumption, Contribution and Creation, respectively, while the need for Integration and Social Interaction emerged as the second most important motivation overall. This study contributes to the emerging research on social media use in the sport marketing literature, thus revealing additional opportunities for managers to engage their fan base online.

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“…In today's markets, the explosive growth of the Internet has given customers a dramatic influencing role (Dessart, Veloutsou and Morgan-Thomas, 2016;Kumar et al, 2010). Moving beyond the passive role of receivers of firms' offerings and armed with knowledge, skills, experience, and time (Alexander and Jaakkola, 2016); customers proactively engage online beyond transactions through behavioral manifestations (Lemon and Verhoef, 2016;Libai et al, 2010).…”

Section: Introductionmentioning

confidence: 99%

Conceptualizing negatively valenced influencing behavior: forms and triggers

Azer

Alexander²

2018

JOSM

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Purpose -This study shows how customers engage in negatively-valenced influencing behavior (NVIB) and what triggers customers to use different forms of NVIB in an online context. Design/methodology/approach -A qualitative study is conducted using an unobtrusive netnography. Data collected comprises 954 negatively valenced online reviews posted on TripAdvisor to hotels, restaurants, and 'things to do' in twelve different destinations worldwide. Findings -Drawing on recent literature relating to customer engagement behavior (CEB), this paper identifies and conceptualizes the relationship between five cognitive (service failure, overpricing, deception) and emotional (disappointment and insecurity) triggers of six forms of direct (dissuading, warning and endorsing competitors) and indirect (discrediting, expressing regret and deriding) NVIB. Research limitations -The unobtrusive netnography has inherent limitations that lend itself to inductive rich insights rather than generalization. The study only focuses on NVIB within a specific online context namely TripAdvisor. Practical implications -This paper provides managers with knowledge of the specific triggers of NVIB. Additionally, the paper conceptualizes the various forms of NVIB, how customers use them and what triggers them to use each form. Moreover, the paper offers relevant data-inferred recommendations to service managers on how to manage each form. Originality/value -This research is the first to identify forms and triggers of NVIB, classify direct and indirect forms, and conceptualize relationships between forms and triggers.

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Capturing consumer engagement: duality, dimensionality and measurement

Cited by 420 publications

References 80 publications

Customer engagement in an e-commerce brand community

Customer engagement in an e-commerce brand community

Social media and sports: driving fan engagement with football clubs on Facebook

Conceptualizing negatively valenced influencing behavior: forms and triggers

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