Collaborating to create: The Internet as a platform for customer engagement in product innovation

Sawhney, Mohanbir; Verona, Gianmario; Prandelli, Emanuela

doi:10.1002/dir.20046

Cited by 1,132 publications

(827 citation statements)

References 37 publications

(37 reference statements)

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“…the 'engagement subject') focal interactive experiences with a particular object or agent (i.e. the 'engagement object; ' Hollebeek 2011a/b), which is key for many online offerings (Sawhney et al 2005;Malthouse and Hofacker 2010;Shankar and Batra 2009). …”

Section: Table 1 About Herementioning

confidence: 99%

Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation

Hollebeek

Glynn

Brodie

2014

Journal of Interactive Marketing

2,239

2,291

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In the last three decades an influential research stream has emerged, which highlights the dynamics of focal consumer/brand relationships. Specifically, more recently the 'consumer brand engagement' (CBE) concept has been postulated to more comprehensively reflect the nature of consumers' particular interactive brand relationships, relative to traditional concepts, including 'involvement.' However, despite the growing scholarly interest regarding the undertaking of marketing research addressing 'engagement,' studies have been predominantly exploratory in nature; thus generating a lack of empirical research in this area to date. By developing and validating a CBE scale in specific social media settings, we address this identified literature gap.Specifically, we conceptualize CBE as a consumer's positively valenced brand-related cognitive, emotional and behavioral activity during or related to focal consumer/brand interactions. We derive three CBE dimensions, including cognitive processing, affection, and activation. Within three different social media contexts, we employ exploratory and confirmatory factor analyses to develop a reliable, 10-item CBE scale, which we proceed to validate within a nomological net of conceptual relationships and a rival model. The findings suggest that while consumer brand 'involvement' acts as a CBE antecedent, consumer 'self-brand connection' and 'brand usage intent' represent key CBE consequences; thus providing a platform for further research in this emerging area. We conclude with an overview of key managerial and scholarly implications arising from this research.Keywords: Consumer brand engagement, social media, scale development, structural equation modeling 2 IntroductionIn the last three decades a powerful research stream has emerged, which highlights the nature and dynamics pertaining to specific consumer/brand relationships (Fournier 1998;Aaker, Fournier and Brasel 2004). Within this emerging body of work, consumer brand 'involvement,' which reflects a consumer's level of interest in, and personal relevance of a brand, has gained significant attention (Zaichkowsky 1985(Zaichkowsky , 1994Coulter et al. 2003). However, despite the important insights gleaned from 'involvement' research, more recently scholarly emphasis is shifting to concepts and theoretical perspectives, which explain or predict the dynamics characterizing focal interactive consumer/brand relationships more explicitly, including in specific social media settings Third, we offer a more parsimonious 10-item measurement tool comprising three CBE dimensions, relative to Calder et al.'s proposed eight-dimensional view of OE comprising 37 items.

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Section: Table 1 About Herementioning

confidence: 99%

Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation

Hollebeek

Glynn

Brodie

2014

Journal of Interactive Marketing

2,239

2,291

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“…Ghose (2008) argues that 1 A full discussion of the topic of how social media conversations can be used to enhance the product development process is beyond the scope of this paper. See Sawhney et al (2005) for a summary. 5 user-generated content on social networking sites can improve search quality.…”

Section: Contribution To Literaturementioning

confidence: 99%

Active Social Media Management: The Case of Health Care

Miller

Tucker

2013

Information Systems Research

155

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Given the demand for authentic personal interactions over social media, it is unclear how much firms should actively manage their social media presence. We study this question empirically in a healthcare setting. We show empirically that active social media management drives more user-generated content. However, we find that this is due to an increase in incremental user postings from an organization's employees rather than from its clients. This result holds when we explore exogenous variation in social media policies, employees and clients that are explained by medical marketing laws, medical malpractice laws and distortions in Medicare incentives. Further examination suggests that content being generated mainly by employees can be avoided if a firm's postings are entirely client-focused. However, empirically the majority of firm postings seem not to be specifically targeted to clients' interests, instead highlighting more general observations or achievements of the firm itself. We show that untargeted postings like this provoke activity by employees rather than clients. This may not be a bad thing, as employee-generated content may help with employee motivation, recruitment or retention, but it does suggest that social media should not be funded or managed exclusively as a marketing function of the firm.

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“…In this concept, the firm carried out the whole process of product design, product development, and marketing strategy creation with little or no interaction with its consumers (Normann & Ramirez, 1994;Prahalad & Ramaswamy, 2004a;Wikstrom, 1996). The interaction between customers and firms, however, has become more significant to innovation and value creation with the development of new communication technologies in the new media environments (Bitner, Brown & Meuter, 2000;Dahan & Hauser, 2002;Nambisan & Baron, 2009;Sawhney et al, 2005;Thomke & von Hippel, 2002). Firms have recognized the power of new media as a platform for cocreating value with their customers (Sawhney et al, 2005), and the process of value creation has shifted from a firm-centric perspective to personalized customer experiences through informed, networked, empowered, and active customers (Prahalad & Ramaswamy, 2004a).…”

Section: Value Cocreationmentioning

confidence: 99%

Untitled

2016

JPES

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Abstract:The purpose of this study is to investigate the impact of smart device's interactivity on customer value cocreation in the sports industry through bridging social capital and collective efficacy. A total of 262 students participated in the study, and we carried out structural equation modeling (SEM) to measure the relationship between variables in the conceptual model. The results revealed that interactivity consisting of user control, responsiveness, and synchronicity had a significant impact on bridging social capital. In addition, both technological interactivity and bridging social capital were positively associated with collective efficacy. Lastly, collective efficacy had a positive influence on value cocreation, but bridging social capital did not appear to directly affect value cocreation. Based on these results, this study suggests the need to take advantage of new platforms that can build co-creation value with customers in the rapidly changing marketing environment.

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Collaborating to create: The Internet as a platform for customer engagement in product innovation

Cited by 1,132 publications

References 37 publications

Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation

Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation

Active Social Media Management: The Case of Health Care

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