Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives

Mollen, Anne; Wilson, Hugh

doi:10.1016/j.jbusres.2009.05.014

Cited by 1,013 publications

(790 citation statements)

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“…To illustrate, while Calder et al (2009) identify eight 'online engagement' (OE) dimensions (e.g. 'stimulation and inspiration'), Mollen and Wilson (2010) propose the three OE facets of active sustained processing, experiential value, and instrumental value. Fourth, 'engagement' plays a central role in a nomological net of focal conceptual relationships (Brodie et al 2011), which is explored in further depth in the section titled 'CBE Conceptual Development.'…”

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

2,230

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

2,230

2,291

View full text Add to dashboard Cite

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“…A high level of telepresence encourages consumers to believe that they are more informed about a certain product, by eliciting more positive behaviours towards it (Mollen and Wilson, 2010). To achieve this goal, it is important to provide highly interactive virtual environments (Steuer, 1992), by substituting the actual experience of the products with the opportunity to interact with the product virtually.…”

Section: Conceptual Model and Hypothesesmentioning

confidence: 99%

To immerse or not? Experimenting with two virtual retail environments

Papagiannidis

Pantano

See-To

et al. 2017

ITP

122

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.*Related content and download information correct at time of download. Charles DennisThe Business School, Middlesex University, London, UK, and Michael BourlakisCranfield School of Management, Cranfield University, Cranfield, UK Abstract Purpose -The purpose of this paper is to examine the determinants of users' simulated experience in a virtual store and to show the subsequent impact of that experience on engagement. The outcome of that engagement is examined in relation to enjoyment, satisfaction and purchase intentions. Design/methodology/approach -The method comprised an experiment comparing users' perceptions of a standard 2D online clothing store with an enhanced, immersive one that aimed to provide shopping value approaching that of a traditional store by using a 3D experience where participants wore special glasses and a data glove. Findings -Results demonstrate the major role of telepresence components in simulated experience and the critical role of that experience, along with hedonic and utilitarian values, in engagement. Purchase intention is influenced by satisfaction, which is in turn influenced by enjoyment and engagement. Engagement in turn is influenced by utilitarian and hedonic value and the experience of product simulation or telepresence, which is composed of control, colour and graphics vividness, and 3D authenticity. In the immersive, 3D environment, experience is more associated with engagement and enjoyment, leading to greater purchase intention. The immersive, 3D environment, thus, has the potential to rival traditional shopping in terms of experience, resulting in higher sales for retailers and satisfaction for consumers. Originality/value -This work has evaluated a robust model of purchase intention and demonstrated it to hold not only in a 3D environment on a conventional computer platform, but also in an immersive one, where participants wear special glasses and a data glove. Keywords Simulation, Online shopping, E-commerce (B2B/B2C/B2G/G2C), Virtual world The current issue and full text archive of this journal is available on Emerald Insight at: www.emeraldinsight.com/0959-3845.htm 1. Introduction Traditional store retailers have long used retail "atmos...

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“…Vale (2011: 1) states that "employee engagement goes beyond satisfaction and motivation; engaged employees give of their best and have a contagious enthusiasm; are advocates of their company, and invest extra effort to go above and beyond their given role". Mollen and Wilson (2010) state that the Gallup organization defines engagement as an individual's involvement, satisfaction, and enthusiasm for work where individuals are emotionally connected to others at work and are cognitively vigilant. According to Cropanzano and Mitchell (2005), such a relationship evolves over time and produces mutual trust, loyalty and commitment, but only as long as the parties abide by certain rules of exchange.…”

Section: Work Engagementmentioning

confidence: 99%

Revisiting the Validity and Reliability of the Gallup Workplace Audit in a South African Petrochemical Company

Havenga

Brand

Visagie

2013

Journal of Social Sciences

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Satisfaction at work has become a widespread focus of researchers. The Gallup Q12 Workplace Audit is an instrument that measures employee engagement on a 12-item scale. The aim of this exploratory study was to revisit the validity and reliability of the Gallup Workplace Audit (GWA) as a measure of employee engagement in a petrochemical company. Furthermore, the study aimed to determine whether the GWA, which is an international survey, can be used effectively in South Africa. A cross-sectional survey design with an accidental sample (N = 2 588) was used. First results showed that none of the items needed to be eliminated from the scale, and that the scale itself had a very high reliability. Descriptive statistics such as frequency counts were used to describe the sample. Acceptable internal consistency was reached through an exploratory factor analysis which resulted in a one-factor model of work engagement. The results confirmed that this international survey can be utilised effectively in the South African context. Recommendations for future research conclude this article.

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Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives

Cited by 1,013 publications

References 48 publications

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

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

To immerse or not? Experimenting with two virtual retail environments

Revisiting the Validity and Reliability of the Gallup Workplace Audit in a South African Petrochemical Company

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