scholarly journals Behavioral perspectives of customer engagement: An exploratory study of customer engagement with three Swiss FMCG brands

2012 ◽  
Vol 19 (4) ◽  
pp. 300-310 ◽  
Author(s):  
Ana Javornik ◽  
Andreina Mandelli
Keyword(s):  
Exploratory Study ◽  
Customer Engagement

The Antecedents and Consequences of Customer Engagement: An Exploratory Study on the Mobile Business in Thailand

2016 ◽  
Vol 17 (2) ◽  
pp. 41-58
Author(s):  
Theingi ◽  
Suchira Phoorithewet ◽  
Yunmei Wang ◽  
Sikankaew Panthongprasert
Keyword(s):  
Service Quality ◽  
Customer Loyalty ◽  
Exploratory Study ◽  
Mobile Network ◽  
Switching Behavior ◽  
Customer Engagement ◽  
Buying Behavior ◽  
Mobile Business ◽  
Antecedents And Consequences

This study explores the antecedents and consequences of customer engagement behaviors in the Thai mobile network business. This study found that the approach to switching behavior and cross-buying behavior is connected to customer loyalty behaviors. However, the spending behaviors of customers may not be a good indicator of customer loyalty in the mobile network business because those who do not have the intention to switch to another brand do not necessarily increase their spending. In addition, most respondents are concerned with competitive promotional packages, which influence customer engagement behaviors. Hence, it was proposed that service quality and competitive promotional packages are antecedents to customer engagement behaviors and all these factors are important in explaining customer loyalty toward mobile network providers in Thailand.

Customer engagement within multiple new media and broader business ecosystem – a holistic perspective

Kybernetes ◽  
2017 ◽  
Vol 46 (06) ◽  
pp. 1000-1020 ◽  
Author(s):  
Soe-Tsyr Daphne Yuan ◽  
Szu-Yu Chou ◽  
Wei-Cheng Yang ◽  
Cheng-An Wu ◽  
Chih-Teng Huang
Keyword(s):  
New Media ◽  
Exploratory Study ◽  
Information Service ◽  
Theory And Practice ◽  
Customer Relationships ◽  
Customer Engagement ◽  
Content Type ◽  
Business Ecosystem ◽  
Business Ecosystems ◽  
New Framework

Purpose Customer engagement (customers’ behavioral manifestations going beyond customer-firm purchase transactions) has been regarded as strategic imperatives for generating enhanced corporate performance. The plethora of new media has provided customers with different options to interact with firms and other customers. However, the primacy of value-laden interactive customer relationships and value co-creation raises challenges for firms and customers, especially in the context of broader business ecosystems such as brand partnership for extending value co-creation. This study aims to explore how customer engagement with well-designed choreograph of various new media’s channels can increase the value co-creation extent in the context of broader business ecosystems, resulting in higher levels service offerings, experiences and innovation. Design/methodology/approach This exploratory study presents a new framework of customer engagement that holistically integrates the elements of multiple new media and broader business ecosystem, stimulating a virtuous circle of realizing customer engagement toward superior results or innovations. The framework considers new media’s different information service and technologies (e.g. search engine, social recommender, social media) that can be properly choreographed to achieve a virtuous customer engagement circle. Findings This paper uses an exemplar framework's instantiation – an information technology enabled engagement platform (called iEngagement) – that can demonstrate how to empower the central companies together with their eco-stakeholders to holistically perform customer engagement utilizing new media toward fruitful customer engagement. Originality/value This exploratory study is among the first that addresses the theory and practice of customer engagement within multiple new media and broader business ecosystem. This paper presents a customer engagement framework and an exemplified engagement platform that holistically integrate the elements of multiple new media and broader business ecosystem, for stimulating a virtuous circle of realizing customer engagement toward superior results or innovations.

scholarly journals Customers’ Understanding of Engagement Advertising

2018 ◽  
Vol 6 (2) ◽  
pp. 57
Author(s):  
Jörg Tropp ◽  
Corinna Beuthner
Keyword(s):  
Cognitive Processes ◽  
Exploratory Study ◽  
Market Research ◽  
Customer Engagement ◽  
Association Strength ◽  
Persuasion Knowledge ◽  
Consensus Map ◽  
Brand Concept ◽  
Study Participants ◽  
Theoretical Conceptualization

Although the construct of engagement has received considerable attention in market research in recent years, it has hardly been researched in the context of advertising. The aim of this exploratory study, therefore, is to undertake a theoretical conceptualization of customer engagement advertising (CEA) and to reach an understanding of how this type of advertising, which strategically embeds its messages into customers’ everyday life, is related to customers’ cognitive processes. Of particular interest is the question of whether strategically created CEA is related to a different everyday customers’ advertising knowledge than non-CEA. To answer this question, we use the brand concept map method, by means of which we are able to create a CEA consensus map (N = 53) and a non-CEA consensus map (N = 56). These present visually the basic persuasion knowledge of the study participants concerning these two types of advertising. Results indicate that, in coping with CEA, customers activate a different advertising knowledge than with non-CEA. CEA knowledge shows a higher association strength and is, in contrast to non-CEA knowledge, more strongly characterized by the two associations creativity and benefit. On the other hand, the association that advertising addresses customer’s needs plays a less important role in CEA than in non-CEA.

scholarly journals Customer Engagement in Online Brand Communities: An Exploratory Study on "Masarap Ba? Facebook Community"

2020 ◽  
Author(s):  
Maria Gwenetha Pusta
Keyword(s):  
Social Media ◽  
Online Communities ◽  
Exploratory Study ◽  
Customer Engagement ◽  
Brand Community ◽  
Consumer Engagement ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Consumer Feedback ◽  
Online Brand Community

As social media serves as a new marketing platform, there are more opportunities for greater consumer-to-consumer interaction enabling consumer to connect, interact, and engage with wider audience (van Doorn et al., 2010). Consequently, this engagement shifted to a different social form such as the creation of online communities that links engagement to social media more than ever before. Looking on this perspective, the study will explore on nature and value dimensions of consumer engagement in online brand communities. With its focus on online brand community, <i>Masarap Ba? Facebook Community</i>, the study aims to address how hedonic and utilitarian dimensions influence consumer engagement in terms of (1) consumer communication; (2) consumer feedback and (3) consumer collaboration. It also investigates on which value as hedonic or utilitarian is a stronger driver of consumer engagement

scholarly journals Customer Engagement in Online Brand Communities: An Exploratory Study on "Masarap Ba? Facebook Community"

2020 ◽  
Author(s):  
Maria Gwenetha Pusta
Keyword(s):  
Social Media ◽  
Online Communities ◽  
Exploratory Study ◽  
Customer Engagement ◽  
Brand Community ◽  
Consumer Engagement ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Consumer Feedback ◽  
Online Brand Community

As social media serves as a new marketing platform, there are more opportunities for greater consumer-to-consumer interaction enabling consumer to connect, interact, and engage with wider audience (van Doorn et al., 2010). Consequently, this engagement shifted to a different social form such as the creation of online communities that links engagement to social media more than ever before. Looking on this perspective, the study will explore on nature and value dimensions of consumer engagement in online brand communities. With its focus on online brand community, <i>Masarap Ba? Facebook Community</i>, the study aims to address how hedonic and utilitarian dimensions influence consumer engagement in terms of (1) consumer communication; (2) consumer feedback and (3) consumer collaboration. It also investigates on which value as hedonic or utilitarian is a stronger driver of consumer engagement

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