In today’s highly dynamic and interactive business environment, the role of “customer engagement” (CE) in cocreating customer experience and value is receiving increasing attention from business practitioners and academics alike. Despite this interest, systematic scholarly inquiry into the concept and its conceptual distinctiveness from other, associated relational concepts has been limited to date. This article explores the theoretical foundations of CE by drawing on relationship marketing theory and the service-dominant (S-D) logic. The analysis also examines the use of the term “engagement” in the social science, management, and marketing academic literatures, as well as in specific business practice applications. Five fundamental propositions (FPs) derived from this analysis are used to develop a general definition of CE, and distinguish the concept from other relational concepts, including “participation” and “involvement.” The five propositions are used in the development of a framework for future r...

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Customer Engagement Conceptual Domain, Fundamental Propositions, and Implications for Research

Статья посвящена вопросам влияния власти на поведение человека. Авторы рассматривают данные различных источников, в которых увеличение власти связывается с напористостью, а ее уменьшение - с подавленностью. Конкретно, власть ассоциируется с: а) позитивным аффектом; б) вниманием к вознаграждению и к свойствам других, удовлетворяющим личные цели; в) автоматической переработкой информации и резкими суждениями; г) расторможенным социальным поведением. Уменьшение власти, напротив, ассоциируется с: а) негативным аффектом; б) вниманием к угрозам и наказаниям, к интересам других и к тем характеристикам я, которые отвечают целям других; в) контролируемой переработкой информации и совещательным типом рассуждений; г) подавленным социальным поведением. Обсуждаются также последствия этих паттернов поведения, связанных с властью, и потенциальные модераторы.

Power, approach, and inhibition. Власть, напористость и подавленность

This article develops and discusses the concept of customer engagement behaviors (CEB), which we define as the customers’ behavioral manifestation toward a brand or firm, beyond purchase, resulting from motivational drivers. CEBs include a vast array of behaviors including word-of-mouth (WOM) activity, recommendations, helping other customers, blogging, writing reviews, and even engaging in legal action. The authors develop a conceptual model of the antecedents and consequences — customer, firm, and societal — of CEBs. The authors suggest that firms can manage CEBs by taking a more integrative and comprehensive approach that acknowledges their evolution and impact over time.

https://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID2340164_code1783641.pdf?abstractid=2340164&mirid=1&type=2

Customer Engagement Behavior: Theoretical Foundations and Research Directions

This article develops and discusses the concept of customer engagement behaviors (CEB), which we define as the customers’ behavioral manifestation toward a brand or firm, beyond purchase, resulting from motivational drivers. CEBs include a vast array of behaviors including word-of-mouth (WOM) activity, recommendations, helping other customers, blogging, writing reviews, and even engaging in legal action. The authors develop a conceptual model of the antecedents and consequences—customer, firm, and societal—of CEBs. The authors suggest that firms can manage CEBs by taking a more integrative and comprehensive approach that acknowledges their evolution and impact over time.

Customer engagement behavior : Theoretical foundations and research directions

According to the strength model, self-control is a finite resource that determines capacity for effortful control over dominant responses and, once expended, leads to impaired self-control task performance, known as ego depletion. A meta-analysis of 83 studies tested the effect of ego depletion on task performance and related outcomes, alternative explanations and moderators of the effect, and additional strength model hypotheses. Results revealed a significant effect of ego depletion on self-control task performance. Significant effect sizes were found for ego depletion on effort, perceived difficulty, negative affect, subjective fatigue, and blood glucose levels. Small, nonsignificant effects were found for positive affect and self-efficacy. Moderator analyses indicated minimal variation in the effect across sphere of depleting and dependent task, frequently used depleting and dependent tasks, presentation of tasks as single or separate experiments, type of dependent measure and control condition task, and source laboratory. The effect size was moderated by depleting task duration, task presentation by the same or different experimenters, intertask interim period, dependent task complexity, and use of dependent tasks in the choice and volition and cognitive spheres. Motivational incentives, training on self-control tasks, and glucose supplementation promoted better self-control in ego-depleted samples. Expecting further acts of self-control exacerbated the effect. Findings provide preliminary support for the ego-depletion effect and strength model hypotheses. Support for motivation and fatigue as alternative explanations for ego depletion indicate a need to integrate the strength model with other theories. Findings provide impetus for future investigation testing additional hypotheses and mechanisms of the ego-depletion effect.

Ego depletion and the strength model of self-control: a meta-analysis.

Brand engagement in self-concept (BESC) is a generalized view of brands in relation to the self, with consumers varying in their tendency to include important brands as part of their self-concepts. The authors develop an eight-item scale to measure BESC and demonstrate that it captures a consumer's general engagement with brands. This scale successfully predicts consumers' differential attention to, memory of, and preference for their favorite brands. Brand engagement in self-concept is also related to differential brand loyalty, with high-BESC consumers being less price and time sensitive regarding their favorite brands than low-BESC consumers. The authors discuss the usefulness of this construct for marketing research.

The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale

The projected sales potential for Internet commerce indicates that businesses must understand those consumer characteristics that will influence consumer adoption of this medium for shopping. An empirical study conducted here (n = 403) investigates the extent to which open‐processing (more general innovativeness) and domain‐specific innovativeness explain the conditions under which consumers move from general Internet usage to a product purchase via the Internet. The results of our study find that generally higher amounts of Internet use (for non‐shopping activities) are associated with an increased amount of Internet product purchases. Importantly, however, this relationship is moderated by domain‐specific but not general innovativeness. Implications for business practice and academic research are provided.

David E. Sprott

Papers

The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale

The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale

Adoption of Internet shopping: the role of consumer innovativeness

It's beginning to smell (and sound) a lot like Christmas: the interactive effects of ambient scent and music in a retail setting

The influence of tactile input on the evaluation of retail product offerings