Purpose The purpose of this paper is to extend existing engagement research in two directions: first, it operationalizes the dynamic nature of the engagement process within a customer-brand dyad and, second, it tests the interrelationships with other network actors in a triadic network setting. Design/methodology/approach A 2×2 experimental design models the iterative nature of the engagement process based on repeated measures at three points in time, considering the contextual effects of connections with other customers and crowding-in effects based on monetary incentives. Findings This research demonstrates that in a utilitarian service setting, customer engagement does not emerge per se in the dyadic interaction between the customer and the brand. For high levels of engagement behavior to occur, incentives and ties to other network actors are essential. Further, the findings suggest a non-linear relationship between engagement behavior and its antecedents and consequences: engagement behavior must overcome a certain intensity threshold to unfold its effect. Research limitations/implications Further research is needed to explore the dynamic nature of the engagement process in experiential and interactive service settings, and more complex network settings that may involve more actors and more complex relationships. Practical implications By facilitating connections between customers and compensating for low intrinsic interest, managers can facilitate actual engagement behavior even in utilitarian service contexts. Once engagement behavior has been triggered, an increased engagement disposition, higher satisfaction, higher involvement and higher loyalty follow. Originality/value This study empirically tests the dynamic nature of the engagement process within and beyond the dyad, and has revealed a non-linear pattern of customer engagement behavior within its nomological network.

His research addresses current issues in sport and consumer behaviour including social media, anti-brand communities, value co-creation, and consumer engagement. Together with Herbert Woratschek and Chris Horbel he published the 'sport value framework' and was guest editor of the ESMQ 2014/1 special issue on 'value cocreation in sport management'.

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Purpose This paper aims to focus on similarity cues that may strengthen bonds among crowd members and that serve as “glue” between individual group members in the context of collective football-viewing events. Design/methodology/approach Study 1 is a qualitative field study that focused on the subjective socio-emotional experiences of event visitors, whereas Study 2 tested the hypotheses quantitatively. Findings The qualitative pre-study revealed a variety of discrete emotions that consumers experienced through the course of consumption. Apart from individualistic emotions, respondents reported feeling common bonds with fellow crowd members. Respondents used a variety of emotion terms to express this experience. Moreover, we found different types of similarity cues which strengthen feelings of connectedness among crowd members in a football-watching scenario. Collaborative actions and team identification, as a sports-specific variable, foster a feeling of social connectedness, which in turn directly positively affects consumer enjoyment. Research limitations/implications Experiencing a feeling of social connectedness may serve as a starting point for a long-term relationship with the service itself or with associated brands. Future experimental studies might isolate the antecedents of a feeling of social connectedness and, thus, enhance the understanding of consumers’ emotional states during the course of hedonic consumption. Practical implications Service providers should encourage consumers to perform collaborative actions, as consumers potentially infect others and start a ripple effect. Originality/value This paper differs from existing work on crowds, in that the authors focus on similarity cues as antecedents of feelings of connectedness among group members.

This study investigated social-media-based anti-sponsor-brand communities and their impacts, not only on the sponsoring brand but also on the sponsored club and the sport itself. Guided by balance theory and social identity theory, the authors conducted a qualitative study of 2 distinctive, prototypical Facebook-based anti-sponsor-brand communities of teams from the German Football League (Bundesliga). The results reveal common findings for both cases, including members’ motivation to oppose a sponsor and, at the same time, to protect the sport. However, the communities differ in terms of their members’ relationships to the club. This results in different consequences for the sponsor and club brands, as well as for other actors in the sponsorship network. To managers of clubs, sponsors, and sport-governing bodies, the authors suggest concerted strategies like image campaigns and interaction with anti-sponsor-brand communities as responses to different community motivations.