2022
DOI: 10.1177/1069031x221130690
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The Effect of Cross-Cultural Dimensions on the Manifestation of Customer Engagement Behaviors

Abstract: Today’s technology-enabled customer and their instant access to a global marketplace has led to firms facing intense competition from around the world. Resultantly, engaging customers has emerged as an important marketing strategy and for more than a decade has fuelled intense attention from academe and professionals on the construct of customer engagement (CE). However, despite this focus to date there is a paucity of research considering CE in a cross-cultural context. This exploratory study provides empiric… Show more

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Cited by 6 publications
(6 citation statements)
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“…The attachment theory provides meaning to the guiding principles of human behavior as well as an explanation for why people act in certain ways [12]. An understanding of the attachment theory sheds light on the factors contributing to what motivates students to learn, set goals, and their interactions with their peers.…”
Section: Significancementioning
confidence: 99%
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“…The attachment theory provides meaning to the guiding principles of human behavior as well as an explanation for why people act in certain ways [12]. An understanding of the attachment theory sheds light on the factors contributing to what motivates students to learn, set goals, and their interactions with their peers.…”
Section: Significancementioning
confidence: 99%
“…There are two stages of attachment, the second of which occurs in adulthood. This relationship, which is pertinent to undergraduate students, is based on the experiences they have that solidify their connection to one another [12]. Examining student engagement is related to both motivation and attachment theory since it can help determine how involved students are with other learners and mentors, what concepts they are learning, and how driven they are to keep going after achieving their goals.…”
Section: Significancementioning
confidence: 99%
See 1 more Smart Citation
“…4. Long-term Orientation Vs. Short-term Orientation: Time dimension refers to time orientation by representing if the members of a society indulge in short-term planning or long-term planning [20].…”
Section: Hofstede Model Of Cultural Dimensionsmentioning
confidence: 99%
“…Therefore, practical implications in social media marketing are crucial for marketers to create culturally intelligent marketing campaigns when engaging and influencing customers. It is recommended that adaptation of content and messages is critical for producing positive consumer patterns [20]. For instance, as Japan is a society that highly avoids uncertainty and collectivism and engages in long-term orientation, it is advised to craft content that emphasizes product reliability, quality, and long-term benefits when running social media campaigns for Japanese consumers [18].…”
Section: Practical Implications For Social Media Marketingmentioning
confidence: 99%