The Drivers and Outcomes of Customer Engagement in Brand Communities: Review and Future Research

2019 ◽  
Vol 19 (1) ◽  
pp. 56 ◽  
Author(s):  
Priyanka Munjal ◽  
Mridula S Mishra ◽  
Ravi Shanker
Keyword(s):  
Customer Engagement ◽  
Future Research ◽  
Brand Communities

Beyond the “like”: customer engagement of brand fans on Facebook

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tania Maree ◽  
G. van Heerden
Keyword(s):  
Social Identity Theory ◽  
Online Survey ◽  
Customer Engagement ◽  
Future Research ◽  
Content Type ◽  
Brand Communities ◽  
Fan Behavior ◽  
Theoretical Perspectives ◽  
Targeted Marketing ◽  
Marketing Actions

Purpose The purpose of this study is to explore customer engagement (CE) in Facebook brand communities. It clusters Facebook brand fans to establish whether an existing typology holds in a diverse sample, and examines the differences in CE between the clusters. The predictive capabilities of CE on an important brand outcome, electronic word-of-mouth (eWOM), are determined. Design/methodology/approach In total, 493 respondents participated in an online survey. A two-step cluster analysis was conducted to determine the fan types. ANOVA was used to assess the differences in CE between the clusters. Multiple regression determined the predictive capabilities of CE on eWOM. Findings This research confirms the Facebook fan typology on a more diverse sample. Significant differences exist between the fan types on CE (captivation and gratification) and CE significantly predicts eWOM. Research limitations/implications Future research could include motivations behind brand fan behavior. Using other CE measures may bring a different view. Theoretical perspectives other than social identity theory (SIT) may elicit other insights. Practical implications Insights into brand fan segments’ behavior and engagement allow brand managers to develop targeted marketing interactions. Gratification engagement is a stronger driver of eWOM, suggesting that brands should focus on marketing actions that will encourage gratification. Originality/value This research expands on Facebook brand fan typologies and explores CE as a multi-dimensional construct, rather than as a mere “like” action. Additionally, it determines the predictive capabilities of CE dimensions on eWOM. The findings suggest that SIT could be useful when examining CE in brand communities.

ANTECEDENTS AND OUTCOME OF CUSTOMER ENGAGEMENT WITH THE HOTEL BRAND COMMUNITIES EMBEDDED IN FACEBOOK

2018 ◽  
pp. 1634-1635
Author(s):  
Reham Touni ◽  
◽  
Woody G. Kim ◽  
Hyung-Min Choi ◽  
Mohamed Ali
Keyword(s):  
Customer Engagement ◽  
Brand Communities

The Role of Perceived Risk in Engaging Customer and Employees for Value Creation in Services

2021 ◽  
pp. 097226292110225
Author(s):  
Ritu Srivastava ◽  
Diptiman Banerji ◽  
Priyanka Nema ◽  
Shubham Choudhary
Keyword(s):  
Employee Engagement ◽  
Value Creation ◽  
Perceived Risk ◽  
Organizational Outcomes ◽  
Customer Engagement ◽  
Future Research ◽  
Second Phase ◽  
Research Directions ◽  
Marketing Effectiveness ◽  
New Research

Value creation, customer engagement and employee engagement have emerged as important organizational outcomes for continued success. At the turn of the new decade, it is imperative to identify new research directions for these outcomes to improve the marketing effectiveness of organizations while keeping people at the centre of this pursuit. The present study is propelled by this motivation. The study started with the exploration of the relationship of customer and employee engagement in value creation, while limiting the scope to services. The extant literature has not studied the three together. The second phase of the study dwelled on identifying common links among the three to develop a conceptual model that brought the concepts of customer engagement, employee engagement and value creation together. Perceived risk was identified as the underlying phenomenon that connected all three to be part of a social system. A conceptual framework has been proposed for connecting perceived risk to customer engagement and employee engagement that would create value in service organizations. The study identifies future research directions for theory building and practice.

scholarly journals Examining How Brand Co-Creation and Virtual Brand Community Affect Brand Commitment

2021 ◽  
Vol 235 ◽  
pp. 02045
Author(s):  
Weijian Lu ◽  
Yu Han ◽  
Shiyu Chen
Keyword(s):  
Customer Participation ◽  
Future Research ◽  
Brand Experience ◽  
Brand Commitment ◽  
Brand Community ◽  
Brand Performance ◽  
Brand Communities ◽  
Managerial Implications ◽  
The Impact

The significance of brand co-creation in virtual brand communities has been recognized in academia and practice. The existing literature has investigated the impact of customer participation in virtual brand community on brand performance and its mechanism, but the prospective impact of types of virtual brand community on types of brand commitment is not examined. Based on the survey of 229 members in virtual brand communities of two popular games of Tencent, this research empirically examines how different types of brand co-creation and virtual brand communities influence brand commitment. This research confirms that customers participating in autonomous brand co-creation in the autonomous virtual brand community have a significantly higher degree of brand experience, and those who participate in both sponsored and autonomous virtual brand community have a comparatively lower degree of brand experience. Meanwhile, sub-brand brand commitment plays the role of mediator between brand experience and corporate brand commitment. Theoretical and managerial implications are offered with limitations and future research.

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.

The role of customer engagement facets on the formation of attitude, loyalty and price perception

2019 ◽  
Vol 33 (7) ◽  
pp. 890-903 ◽  
Author(s):  
Maxi Bergel ◽  
Phillip Frank ◽  
Christian Brock
Keyword(s):  
Purchase Behavior ◽  
Customer Engagement ◽  
Future Research ◽  
Content Type ◽  
Price Perception ◽  
Forest Park ◽  
Affective Attitude ◽  
Set Up ◽  
Price Perceptions ◽  
Referral Behavior

Purpose This study aims to investigate the influence of customer satisfaction on four facets of customer engagement: customer influencer behavior, knowledge behavior, referral behavior and purchase behavior. Furthermore, its (in)direct influence on affective attitude, price perception and loyalty is investigated. Design/methodology/approach Two studies were conducted. First, an experimental scenario design was set up to investigate the hypothesized relations between customer engagement; customers’ affective attitude and their loyalty; and their price perceptions. Second, a survey at a national forest park center helped to secure external validity. Findings The results indicate that engaged customers develop a more positive affective attitude, which leads to increased future loyalty and positive price perceptions. In addition, the results suggest that assessing cognitive approaches exclusively is not sufficient for understanding customers’ price perceptions. Research limitations/implications Future research should investigate antecedents of customer engagement behaviors (CEBs) other than satisfaction, and extend this research by taking into account further mediators that might be cognitive rather than affective. Practical implications The results are of superior importance for services or tourism destinations. Fostering CEB can help in improving a destinations’ performance. Originality/value This research expands the current state of literature by investigating several dimensions of CEB at one time, as well as by examining customers’ affective attitude toward the organization as a potential mediator, extending previous research approaches.

Marketing Analytics for Customer Engagement

2020 ◽  
Vol 11 (2) ◽  
pp. 41-55 ◽  
Author(s):  
Samala Nagaraj
Keyword(s):  
Artificial Intelligence ◽  
Social Media ◽  
Present Article ◽  
Service Industries ◽  
Customer Engagement ◽  
Brand Communities ◽  
Marketing Analytics ◽  
The Future

Customer engagement is the buzz word in marketing discipline today. Engaging customers has never been as effective before the emergence of marketing analytics and its application. Marketing analytics coupled with social media and brand communities has given rise to improved innovative ways to engage customers across various service industries. The integration of marketing analytics with artificial intelligence (AI) has enhanced marketers understanding of customer engagement. The present article is a viewpoint on the various applications of marketing analytics for customer engagement. The present article focuses on the evolution of marketing analytics, its various models and application in various forms of customer engagement. The article highlights the future applications of analytics and concludes with the importance of marketing analytics for marketers in increasing customer engagement.

Habitus as a value lens to link customer engagement and value cocreation

2020 ◽  
Vol 30 (1) ◽  
pp. 57-77
Author(s):  
Benjamin Piers William Ellway ◽  
Alison Dean
Keyword(s):  
Customer Value ◽  
Practice Theory ◽  
Theoretical Research ◽  
Customer Engagement ◽  
Future Research ◽  
Content Type ◽  
A Value ◽  
Bridging Concept ◽  
Value Cocreation ◽  
Theoretical Mechanism

PurposeThis paper uses practice theory to strengthen the theoretical relationship between customer engagement (CE) and value cocreation (VCC), thereby demonstrating how customers may become engaged and remain engaged through VCC practices.Design/methodology/approachThe study adopts a problematization approach to identify shared assumptions evident in service-dominant logic (SDL) and CE research. Practice theory, as a higher-order perspective, is used to integrate the iterative and cyclical processes of VCC and CE, specifically through the theoretical mechanism of habitus.FindingsHabitus acts as a customer value lens and provides a bridging concept to demonstrate how VCC and CE are joined via sensemaking processes. These processes determine how customers perceive, assess, and evaluate value, how they become engaged through VCC, and how their experience of engagement may lead to further VCC practice. The temporally bound experiences, states, and episodes are accumulated and aggregated through an enduring customer value lens comprised of habituated dispositions, interests, and attitudes.Research limitations/implicationsThis work responds to calls for research to strengthen the theoretical link between VCC and CE and to take account of customers' lived realities and their contextualized experiences. A key suggestion for future research is the use of a rope metaphor to stimulate thinking about the complex, temporally unfolding, and interrelated processes of VCC and CE.Practical implicationsThe customer value lens and CE rope are introduced to simplify the complex, abstract, theoretical research on VCC and CE for a nonacademic audience. To understand how customers' value lenses are formed and change, and how a CE rope is strengthened, firms, service designers, and practitioners need to understand sensemaking processes through customer narratives and to use platforms and feedback to support and trigger sensemaking.Originality/valueThis paper provides a theoretical mechanism to explain the iterative and cyclical nature of VCC and CE processes and how accumulation and aggregation occur in these processes. In doing so, it demonstrates that CE occurs by virtue of, and is typified by, sensemaking processes that reproduce and shape a customer's habituated value lens, which perceives, assesses, and determines VCC and thus provides a basis for further customer engagement.

Sign in / Sign up

Export Citation Format

Share Document