Customer engagement in the digital age: a review and research agenda

Rasool, Aaleya; Shah, Farooq Ahmad; Islam, Jamid Ul

doi:10.1016/j.copsyc.2020.05.003

Cited by 103 publications

(67 citation statements)

References 47 publications

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“…In this study, we, therefore, develop and validate a model that explores the role of consumers' esports videogame engagement on their key consumption behaviors, thus addressing our outlined research gap (Cheung et al, 2015;Jin et al, 2017). By distilling CE's effect on their desirable consumption behaviors, including purchase intent, coproduction and word-of-mouth behaviors, we thus, corroborate its strategic value in the esports gaming context, which remains tenuous to date (Anderson, 2019;Chang, 2019;Rasool et al, 2020). That is, while existing studies offer exploratory insight, we extend their findings by quantifying the impact of consumers' esports videogame engagement on their ensuing consumption behaviors, including community engagement, purchase intention, coproduction, word-ofmouth and new player recruitment, thus primarily adding to the budding esports gaming literature.…”

Section: Introductionmentioning

confidence: 68%

The effects of consumer esports videogame engagement on consumption behaviors

Abbasi

Asif

Hollebeek

et al. 2020

JPBM

Self Cite

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Purpose This study aims to propose a model for predicting consumers’ esports videogame engagement on their ensuing consumption behaviors, which remains nebulous to date. Design/methodology/approach After approaching esports consumers in different gaming zones in Pakistan, this paper collected data from 364 videogame-based esports consumers. This paper deployed SmartPLS 3.2.8 software to perform the partial least squares-structural equation modeling-based analyzes. Findings The structural model results show that consumers’ affective and behavioral esports videogame engagement positively affects their consumption behavior, including heightened community engagement, purchase intent, coproduction, word-of-mouth and new player recruitment. However, while consumers’ cognitive esports engagement was found to positively impact community engagement, new player recruitment and coproduction, it failed to predict consumers’ esports-related purchase intent or word-of-mouth behaviors. Practical implications The findings reveal that a strategic focus on consumers’ esports game engagement will enable practitioners to nurture desirable consumer behaviors, including enhanced purchase intent, coproduction, word-of-mouth and new player recruitment behaviors, thus warranting consumer engagement’s strategic value as a key esports gaming metric. Originality/value Empirical research into the role of consumers’ esports videogame engagement on their ensuing consumption behaviors remains scant to date. Based on this gap, this study offers a timely contribution by exploring and validating a model that gauges the effect of consumers’ cognitive, emotional and behavioral esports videogame engagement on their community engagement, purchase intention, coproduction, word-of-mouth and new player recruitment. It, thus, offers important insight into the rapidly advancing field of digital esports games.

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Section: Introductionmentioning

confidence: 68%

The effects of consumer esports videogame engagement on consumption behaviors

Abbasi

Asif

Hollebeek

et al. 2020

JPBM

Self Cite

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“…Baldus et al, 2015;Islam et al, 2018;Khan et al, 2019), but very few studies so far have specifically concentrated on (bank) websites as the focal object of customer engagement interactive experience, as addressed by this study. Additionally, customer engagement (CE) on its part has already acquired significance in the literature (Baldus et al, 2015;Hollebeek et al, 2019a, b;Islam et al, 2019;Islam et al, 2019a;MSI, 2018;Rasool et al, 2020;Rather et al, 2018), clearly reflecting the seriousness with which practitioners and academicians alike are attempting to comprehend how companies might facilitate CE to simultaneously enhance customer trust, retention and loyalty (Hollebeek et al, 2014(Hollebeek et al, , 2019aKaur et al, 2020;Rather, 2020).…”

mentioning

confidence: 99%

Impact of website attributes on customer engagement in banking: a solicitation of stimulus-organism-response theory

Islam

Shahid²,

Rasool

et al. 2020

IJBM

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155

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PurposeThis paper aims to investigate how banking websites can activate customer engagement (CE) to consequently enhance customer trust and retention.Design/methodology/approachUsing an online survey, data were collected from 598 customers of various (public and private) banks in India. Structural equation modeling was used to analyze the data.FindingsResults reveal that the key website attributes viz. website interactivity, website aesthetics, customization, ease of use and telepresence positively affect CE. The results also delineate positive associations between CE, customer trust and customer retention.Research limitations/implicationsThis paper unravels that by strategically focusing on the relational dynamics of CE, banks can build trust and retain their most valuable stakeholders – the customers, thereby addressing the crucial strategic concerns of banking firms.Originality/valueThis research is the first to explore the effects of key website attributes on CE in the banking context. The undertaking of this study in an emerging economy adds further insight into CE literature by generalizing the applicability of CE studies across geographic contexts.

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“…Although considerable studies have analyzed the relationship between product design and several consumer behaviors such as customer pleasure (Desmet, 2012; Desmet & Hekkert, 2007), customer loyalty (Hsu et al, 2018), customer satisfaction, and purchase intention (Moon et al, 2015; Wang et al, 2018) and consumer preferences(Marques da Rosa et al, 2019), little focus has been given to the customer engagement in relation to product design. Generally, marketing researchers are looking forward to identifying the predictors and outcomes of customer engagement and understanding the mechanism through which predictors shape customer engagement (Abbasi et al, 2020; Barari et al, 2021; Harmeling et al, 2017; Joshi & Garg, 2021; Khan et al, 2019; Pansari & Kumar, 2017; Rasool et al, 2020; Sabir, 2020). In this regard, product design can initiate a useful point in understanding the product-customer relationship.…”

Section: Introductionmentioning

confidence: 99%

“…More specifically, researchers are struggling to examine how the dimensions of product design may impact consumer behaviors (Candi et al, 2017; Rana & Paul, 2017). Besides, previous studies have given much attention to the outcomes of customer engagement (Abbasi et al, 2020; Islam et al, 2019; Khan et al, 2019; Rasool et al, 2020). For instance, Islam et al (2019) have reported that customer engagement drives customer information sharing and perceived customer interactional justice, which in turn improves online service recovery.…”

Section: Introductionmentioning

confidence: 99%

Bridging the Gap Between Product Design and Customer Engagement: Role of Self-Determined Needs Satisfaction

Hashmi

Shu

Haider³

et al. 2021

Sage Open

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This study aims at exploring the influence of product design on customer engagement through self-determined needs satisfaction. This study used the survey method in three ways: (1) mall intercept approach, (2) email survey, and (3) survey through Wechat. The sample was collected from 500 customers of electronic products living in Xi’an, China. The data analysis is done through structural equation modeling. Findings show that perceived product design in terms of functional, esthetic, and symbolic design is positively related to self-determined needs (autonomy, relatedness, competence) satisfaction. Furthermore, results reveal that self-determined needs satisfaction has a positive influence on customer engagement. The moderation results show that prevention focused customers moderate the relationship between functional design and self-determined needs satisfaction. Whereas, promotion focused customers moderate the relationship between esthetic design and self-determined needs satisfaction. This study adds value to the self-determination theory by examining the link between product design dimensions and customer engagement through self-determined needs satisfaction. Furthermore, this study adds value to the existing literature on regulatory focus theory.

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Customer engagement in the digital age: a review and research agenda

Cited by 103 publications

References 47 publications

The effects of consumer esports videogame engagement on consumption behaviors

The effects of consumer esports videogame engagement on consumption behaviors

Impact of website attributes on customer engagement in banking: a solicitation of stimulus-organism-response theory

Bridging the Gap Between Product Design and Customer Engagement: Role of Self-Determined Needs Satisfaction

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