Capturing value from non-paying consumers’ engagement behaviours: field evidence and development of a theoretical model

Abstract

The emerging 'customer engagement behaviour' (CEB) literature predominantly discusses behaviours displayed by paying customers. However, the rise of free offerings, including free product trials, generates a need for re-examining the relevance of the existing paradigm based on paying customers. We propose the concept of 'non-paying consumer engagement behaviours' (CEBs) and outline how these may be leveraged to create value for the firm. We define non-paying CEBs as "a non-paying consumer's motivationally-driven, positive behaviours toward a product, brand or firm, which are predicated on free offerings". Using mixed methods and two field studies we develop a model of non-paying CEBs. Our investigations confirm that CEBs from previous studies are also applicable to non-paying consumers, but also identify additional CEBs. We examine the value created by non-paying CEBs for the firm, individuals as well as individual networks and indicate ways in which firms can capture value from non-paying consumers. We make a substantive contribution to extant theory relating to CEBs and enhance the understanding of managerial practice.

Conceptualizing negatively valenced influencing behavior: forms and triggers

“…Typically, CE is multidimensional, capturing customers' cognitive, behavioral, and emotional investment in specific firm/brand interactions (Brodie et al, 2011;Groeger, Moroko and Hollebeek, 2016).This paper acknowledges this tripartite dimension but concentrates on the behavioral dimension of CE represented by the term CEB (Van Doorn et al, 2010). Although understanding CEB has become one of the top priorities for firms and a new research perspective in marketing and service management (Lemon and Verhoef, 2016;MSI, 2016), extant research is largely conceptual .…”

“…knowledge, skills, time, and experience) using various communication tools (e.g. WOM, electronic-WOM, referrals, recommendations, online reviews, blogging, and mobile apps) to share this behavior with other customers (Groeger, Moroko and Hollebeek, 2016;Jaakkola and Alexander, 2014). Customers might, therefore, use different communication tools each time they engage in influencing behavior or engage in different forms of influencing behavior but still use the same tools to share these.…”

Strategic drivers, anticipated and unanticipated outcomes of customer engagement

“…While the proposed conceptualisations are subject to specific theoretical differences, they predominantly reflect a focal individual's psychologically based willingness to invest in the undertaking of focal interactions with particular engagement objects (e.g. a brand or firm), often beyond purchase (Groeger, Moroko, & Hollebeek, 2016;Vivek, Beatty, & Morgan, 2012). Further, the literature largely concurs regarding the tripartite (i.e.…”

Non-monetary social and network value: understanding the effects of non-paying customers in new media

“…Groeger, Moroko, and Hollebeek (2015), the second paper in this Special Issue), or by means of content marketing, which is rapidly gaining popularity (KoisoKanttila, 2004;Rowley, 2008). Content marketing examples include the provision of basic (sample) information designed to generate prospective customers' interest, and convert them into paying customers receiving a more elaborate version of the product or service.…”