Journal ArticleDOI
Exploring customer brand engagement: definition and themes
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In this paper, customer brand engagement (CBE) is defined as "the level of a customer's cognitive, emotional and behavioral investment in specific brand interactions" based on an integrative deductive (literature-based)/inductive (data-based) approach.Abstract:
Organizations are increasingly seeking customer participation and engagement with their brands. Despite significant practitioner interest, scholarly inquiry into the ‘customer brand engagement’ (CBE) concept has transpired in the literature only relatively recently, resulting in a limited understanding of the concept to-date. This paper addresses this research gap by providing a literature review in this area, and developing a CBE conceptualization based on an integrative deductive (literature-based)/inductive (data-based) approach. Data were sourced from exploratory, qualitative depth-interviews and a focus group employing a total of 14 informants. Extending previous research, CBE is viewed from relationship marketing (RM) and service-dominant (S-D) logic perspectives, whilst an integrative linkage to social exchange theory (SET) is also drawn. Based on the analysis, CBE is defined as ‘the level of a customer's cognitive, emotional and behavioral investment in specific brand interactions’. Further, three...read more
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Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation
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Journal ArticleDOI
Customer engagement: the construct, antecedents, and consequences
Anita Pansari,Vikas Kumar +1 more
TL;DR: In this article, the authors highlight the need and develop a framework for customer engagement (CE) by reviewing the marketing literature and analyzing popular press articles, and they develop the theory of engagement, arguing that when a relationship is satisfying and has emotional connectedness, the partners become engaged in their concern for each other.
Journal ArticleDOI
Social media engagement: What motivates user participation and consumption on YouTube?
TL;DR: Results showed that for participation on YouTube, the strongest predictor for liking and disliking videos was the relaxing entertainment motive; commenting and uploading being strongly predicted by social interaction motive; sharing being strongly predicting by information giving motive; and reading comments predicted by information seeking motive.
References
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Naturalistic inquiry: Beverly Hills, CA: Sage Publications, 1985, 416 pp., $25.00 (Cloth)
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Basics of Qualitative Research
Book
Exchange and Power in Social Life
TL;DR: In a seminal work as discussed by the authors, Peter M. Blau used concepts of exchange, reciprocity, imbalance, and power to examine social life and to derive the more complex processes in social structure from the simpler ones.
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Designing Qualitative Research
TL;DR: In this article, the authors present an approach for recording, managing, and analyzing data in the context of qualitative research, defending the value and logic of research, and managing time and resources.