Customer Engagement in Online Communities – A Literature Review

2017 ◽  
pp. 41-70
Author(s):  
Andrea Beierlein
Keyword(s):  
Literature Review ◽  
Online Communities ◽  
Customer Engagement

World of Warcraft

2019 ◽  
pp. 266-290
Author(s):  
Diego Lourenço Sá Pinto ◽  
Cláudio Xavier
Keyword(s):  
Literature Review ◽  
Social Relationships ◽  
Online Communities ◽  
Screen Time ◽  
Role Playing ◽  
World Of Warcraft ◽  
Field Of Study ◽  
Communication Processes ◽  
Role Playing Game

World of Warcraft (WoW), a game of the genre MMORPG (massive multiplayer online role playing game), has proven to be a valuable field of study for researchers interested in understanding the functioning of online communities and social relationships in those communities. This chapter seeks, through literature review and interviews conducted within the game itself, from player/researcher immersion, to discuss the relationships of a group of players in a new context of relationship and (in)formation, considering the significant screen time, communication processes, identifications, and identity building.

Retail Customer Engagement

2019 ◽  
pp. 1-26
Author(s):  
Andrea Moretta Tartaglione ◽  
Giuseppe Granata
Keyword(s):  
Literature Review ◽  
Bibliometric Analysis ◽  
Scientific Community ◽  
State Of The Art ◽  
Customer Engagement ◽  
Future Research ◽  
Research Directions ◽  
Study Results ◽  
Research Findings ◽  
Future Research Directions

Customer engagement is one of the most debated topics in marketing literature. The great interest of the scientific community resulted in a large amount of research on this topic making it difficult for scholars to understand how to really contribute to advance the research. Based on these considerations, this chapter aims to provide an overview of the research findings and trends of previous studies to guide the researcher to the most influential works, results, and issues that need more insights. In particular, this chapter offers a literature review on customer engagement and retail customer engagement using bibliometric analysis and scientific mapping study. Results show the most productive authors, most cited publications, most frequent words, and clusters of related words. The analysis provides a description of the state of the art of retail customer engagement and suggests future research directions.

scholarly journals Grasping the business value of online communities

2017 ◽  
Vol 30 (3) ◽  
pp. 396-416 ◽  
Author(s):  
Zilia Iskoujina ◽  
Malgorzata Ciesielska ◽  
Joanne Roberts ◽  
Feng Li
Keyword(s):  
Literature Review ◽  
Online Communities ◽  
Business Models ◽  
Content Type ◽  
Academic Paper ◽  
Long Run ◽  
Financial Benefits ◽  
Sustainable Value ◽  
Potential Benefits ◽  
Business And Management

Purpose The purpose of this paper is to investigate the definitions, dimensions, and classifications of online communities together with their potential to produce value for business. Those value options are then discussed in the context of empirical vignettes showing examples of business models focussed on one of the two potential benefits coming from online communities – clear financial gains and intangible long-run returns. Design/methodology/approach This paper uses systematic literature review method. In total, 67 academic paper in the area of business and management were chosen for the analysis. Findings The literature review shows multitude of online communities definitions and classifications, but hardly any comprehensive attempt to map the phenomena in full. This paper is looking into recognising potential revenue streams from online businesses and other non-financial benefits that can be combined to create strong and sustainable value proposition. Originality/value Drawing on the literature reviewed a novel categorisation of the commercial opportunities offered by the online communities is presented. These opportunities are discussed in a context of business model design.

Motivations for customer engagement in online co-innovation communities (OCCs)

2015 ◽  
Vol 6 (3) ◽  
pp. 311-328 ◽  
Author(s):  
Tingting (Christina) Zhang ◽  
Jay Kandampully ◽  
Anil Bilgihan
Keyword(s):  
Online Communities ◽  
Hospitality Industry ◽  
Innovation Process ◽  
Strategic Partnership ◽  
Customer Engagement ◽  
Extended Model ◽  
Business Practices ◽  
Service Firms ◽  
Content Type ◽  
Online Brand Communities

Purpose – This paper aims to propose an extended model to examine these motivations. As technology-led changes have revolutionized the marketplace, researchers and practitioners have grown keen to understand customers’ motivations for engaging in co-innovation in online communities. Design/methodology/approach – The research model is based on a review of previous literature and relevant business practices. Findings – The proposed conceptual model can be used to test empirically and explicate customers’ attitude towards engagement in co-innovation communities in the hospitality industry. Three major motivations drive customer engagement in online co-innovation communities (OCCs): brand equity, sense of community and monetary incentive. Customers’ prior experience with co-innovation projects also moderates the effects of the three motivations on customers’ attitude towards engagement in OCCs. Practical implications – The proposed model highlights the importance of engaging customers through OCCs to create service innovations. These OCCs advance customers’ active participation in the firm’s co-creation and co-innovation process. Leading service firms already rely on online brand communities to stay on the cutting edge. Co-creation represents a unique, strategic partnership between the firm and the customer that can enhance both the customer experience and the firm’s innovativeness. Originality/value – This study provides an initial exploration of the key components of the co-innovation of service through online communities in the hospitality industry.

scholarly journals CO-CREATION: LITERATURE REVIEW AND RESEARCH ISSUES

2015 ◽  
Vol 3 (2) ◽  
pp. 20-37
Author(s):  
Sunishtha Dhaka
Keyword(s):  
Literature Review ◽  
Competitive Advantage ◽  
Value Chain ◽  
Customer Engagement ◽  
Research Articles ◽  
Business Managers ◽  
Recent Past ◽  
Research Attention ◽  
Research Issues ◽  
Experimental Approaches

Co-Creation has attracted serious research attention in the recent past. Purpose of this paper is to review co-creation research, classify research articles according to the two approaches, content and process and on the basis of methodologies used in the articles and find the gaps in the literature for better co-creation research. A total of 110 articles from 53 refereed journals are classified into six categories on the basis of content approach: Value co-creation, co-creation, customer engagement, co-innovation, co-destruction and customer network. Research methodologies were classified into conceptual, empirical, descriptive, exploratory and experimental approaches. This study finds lacking in co-creation evaluation and implementation as well as better facilitation of co-creation value chain and processes. This paper could be helpful for business managers as well as for the firms to understand co-creation efficiency and to regain the customer’s satisfaction, trust and loyalty to facilitate customers to innovate and enhance competitive advantage.

scholarly journals A Systematic Literature Review on Antecedents of Consumer Engagement

2020 ◽  
Vol 9 (4) ◽  
pp. 318-337
Author(s):  
KHURRAM SHAHZAD KHAN ◽  
ABDUL ZAHID KHAN ◽  
MOHAMMAD BASHIR KHAN
Keyword(s):  
Literature Review ◽  
Systematic Literature Review ◽  
Customer Engagement ◽  
Future Research ◽  
Consumer Engagement ◽  
Research Papers ◽  
Research Directions ◽  
Future Research Agenda ◽  
Future Research Directions

The major dilemma of marketing professionals is to justify the investment or expenditure on activities related to consumer engagement. Antecedents of consumer engagement are deeply rooted in the unique and specific differences that countries and/or regions present in terms of their social, legal, economic, political, and technological dimensions. Antecedents must be different for consumers from country a, region 1 than country b, region 2. There cannot be a commonality of antecedents for the 196 countries in the world. This research is among the first steps to make it possible. First, this research performed rigorous systematic literature review to consolidate all antecedents of consumer engagement acknowledged in previous quality research papers. Second, a systematic endeavour to generalize the antecedents of consumer engagement that fits all situation and context. The third contribution is the future research agenda of consumer engagement that is yet to be explored. For this purpose, strict inclusion and exclusion criteria implemented. Among hundreds of articles, a total 42 articles were selected, which fulfilled the criteria. Strict criteria were necessary to improve the quality of work. The study compiled all the antecedents in a table and concluded some highly ranked and high-frequency antecedents. A total of 22 antecedents were concluded among which, the study has discussed the topmost highly relevant yet most essential antecedents of consumer engagement. This study generalized the antecedents under broader terms. These top antecedents which are most essential are social, value, identity, interaction, involvement, experience, satisfaction, information, attachment, and participation. In the analysis part, all top antecedents discussed along with future research directions. Keywords: Consumer Engagement, Customer Engagement, Systematic Literature Review, SLR.

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