Peer Engagement Behaviors: Conceptualization and Research Directions

Lin, Meizhen; Li, Miao; Wei, Wei; Moon, Hyoungeun

doi:10.1177/1094670519865609

Cited by 46 publications

(56 citation statements)

References 116 publications

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“…From a theoretical perspective, social network theory and service ecosystem extend the study of engagement to a network level (Lin, Miao, Wei, & Moon, 2019) in which engagement is not limited to interaction between a customer and focal firm but rather embraces other actors such as other customers (Brodie et al., 2019). Numerous researchers in and outside of the engagement literature have helped the emergence and development of transformational engagement (Brodie et al., 2013; Gummerus et al, 2012; Steinhoff et al., 2019; Wirtz et al., 2013) and recent research in customer engagement extends this concept to include all actors who have a role in the engagement formation process (Breidbach & Brodie, 2017; Brodie et al., 2019; Storbacka, Brodie, Böhmann, Maglio, & Nenonen, 2016).…”

Section: Understanding Customer Engagement Behaviourmentioning

confidence: 99%

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A meta‐analysis of customer engagement behaviour

Barari

Ross

Thaichon

et al. 2020

Int J Consumer Studies

178

141

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Customer engagement behaviour has emerged as an influential concept in marketing and refers to customers' behavioural manifestation towards a firm originating from motivational drivers. To provide a comprehensive and generalisable picture of this concept, this study provides a meta‐analysis integrating data of 196 effect sizes of 184 publications with a sample of 146,380. The findings reveal engagement through two pathways: organic pathway as relationship‐oriented (perceived quality, perceived value and relationship quality) and promoted pathway as firm‐initiated (functional and experiential initiatives). Moderator analysis indicates that the influence of the two pathways on engagement depends on engagement context (online vs. offline), industry type (service vs. manufacturing) and product type (hedonic vs. utilitarian) and cultural context. Findings support attitudinal engagement–loyalty and behavioural engagement–firm performance linkage. Study results provide new insight into various engagement approaches and their relationship to each other. The authors offer recommendations to help marketers manage their customer engagement process more effectively.

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Section: Understanding Customer Engagement Behaviourmentioning

confidence: 99%

Section: Transformational Approachmentioning

confidence: 99%

A meta‐analysis of customer engagement behaviour

Barari

Ross

Thaichon

et al. 2020

Int J Consumer Studies

178

141

View full text Add to dashboard Cite

show abstract

“…At present, the idea of value co-creation has become a research hotspot in the field of marketing, which has reshaped the value chain and helped enterprises or destinations to gain competitive advantages [3,4] by attracting customers to participate in personalized product design and to share their experiences [5,6]. Hence, the study of engagement behavior, the external manifestation of the idea of value co-creation, has become a research hotspot, which includes employee engagement, customer (tourist) engagement, actor engagement, and peer engagement [7][8][9][10]. In the field of tourism research, many studies verified the importance of engagement behavior of tourists [11].…”

Section: Introductionmentioning

confidence: 99%

“…As a dimension of brand equity, brand engagement is essential for the sustainable development of tourist destinations. Brand engagement emphasizes the reciprocity between brand and users [10] and comprehensively considers the pre-purchase behavior [15,16] and the post-purchase behavior [17], which puts forward a more comprehensive way to realize the sustainable development of destination brand. Existing research mostly discusses the positive influence of brand engagement on marketing performance of destinations [18], seldom tracking the antecedents of brand engagement and the causal paths among them, which is still a black box.…”

Section: Introductionmentioning

confidence: 99%

Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation

Bai

2020

Sustainability

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Tourist engagement in marketing activities for destinations has been seen as a new driving force for the sustainable development of such destinations and as an effective way to improve their brand equity. Based on the theory of value co-creation and the theory of consumer-based brand equity for destinations, this paper examines the antecedents of brand engagement and the causal paths among them and compares the estimated values of different paths with brand image, brand awareness, and brand quality as the independent variables; brand value and brand trust as the mediating variables; and brand engagement as the dependent variable, taking Shandong Province as an example. The final results show that brand image, brand awareness, and brand quality are all key antecedents of brand engagement; however, they play different roles. The total effect of brand quality is the largest, the total effect of brand awareness follows, and the total effect of brand image is the smallest. Furthermore, the mediating effect of brand value is larger than the mediating effect of brand trust. The results provide empirical support for promoting the management of brand equity for similar destinations and encouraging tourists to participate in value co-creation activities.

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“…The fourth theme, CE Conceptualization, has been instrumental in establishing and delineating the field since its inception in the mid-naughties (e.g., Sawhney et al, 2005;Brodie et al, 2011), thus making a foundational contribution in its own right, while also fueling the other identified themes (e.g., Lin et al, 2019;Reinartz and Berkmann, 2018). Though CE's conceptual domain is progressively well understood, the level of debate surrounding its conceptualization is troubling .…”

Section: Further Researchmentioning

confidence: 99%

Fifteen years of customer engagement research: a bibliometric and network analysis

Hollebeek

Sharma

Pandey

et al. 2021

JPBM

109

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Purpose In recent years, customer engagement (CE) with brands, which has been shown to yield enhanced firm sales, competitive advantage and stock returns, has risen to occupy a prominent position in brand management research and practice. Correspondingly, scholars have explored CE’s conceptualization, operationalization and its nomological networks as informed by different theoretical perspectives. However, in spite of important advances, the knowledge structure of the overall corpus of CE research remains tenuous. Therefore, the purpose of this paper is to explore the intellectual structure of CE research. Design/methodology/approach Based on this gap, this study deploys bibliometric and network analysis to map CE’s literature-based landscape. Using bibliometric analysis, important CE-publishing journals, authors and influential CE articles (2005–2020) are uncovered. Using network analysis, prominent CE themes are also unearthed. Findings The results document key CE-publishing journals and authors and their respective contributions to the literature. Five CE themes are also identified, including CE measurement/methods, online CE, CE’s value co-creating capacity, CE conceptualization and customer/consumer brand engagement. Further, an agenda for future CE research is provided based on the presented network analysis results. Practical implications The reported findings generate important implications for brand managers. For example, the identified critical role of online (vs offline) CE offers a range of strategic opportunities, as outlined. Originality/value This paper offers a pioneering bibliometric and network analysis of the CE literature, thus mapping the field. From the identified CE themes, important avenues for further CE research are also identified.

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Peer Engagement Behaviors: Conceptualization and Research Directions

Cited by 46 publications

References 116 publications

A meta‐analysis of customer engagement behaviour

A meta‐analysis of customer engagement behaviour

Examining the Antecedents of Brand Engagement of Tourists Based on the Theory of Value Co-Creation

Fifteen years of customer engagement research: a bibliometric and network analysis

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