Consumer Engagement in the Digital Era

Weitzl, Wolfgang; Einwiller, Sabine

doi:10.1002/9781119167600.ch31

Cited by 13 publications

(8 citation statements)

References 113 publications

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“…Recent studies have provided valuable insights that enhance the understanding of consumer engagement as an important trigger to engender positive outcomes (e.g., brand support; Weitzl & Einwiller, 2018) and as a new way of creating brand value (Calder, Hollebeek, & Malthouse, 2018). While this research is expanding the notion of what engagement is or what it can be construed as, engagement is still often defined in terms of user actions such as liking, sharing, or commenting on brand content (Muntinga, Moorman, & Smit, 2011).…”

Section: Resultsmentioning

confidence: 99%

An Examination of Michigan State University’s Image Repair via Facebook and the Public Response Following the Larry Nassar Scandal

Frederick

Pegoraro

Smith

2019

Communication & Sport

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The purpose of this study was to examine how Michigan State University (MSU) utilized Facebook as a tool for image repair following the Larry Nassar sex abuse scandal. Specifically, the researchers were concerned with the image-repair approach utilized by MSU during Nassar’s hearing and in its immediate aftermath. Additionally, the researchers examined users’ responses via Facebook comments to determine reactions to MSU’s image-repair strategies. MSU primarily employed the image-repair tactic of corrective action along with rallying, bolstering, and mortification. Overall, individuals posting comments did not appear to buy into MSU’s image repair. Users focused blame on MSU for mishandling the situation and discussed various aspects of the Nassar case as well as MSU’s mistreatment of the victims. Additionally, there was a call for MSU to change its culture, take ownership of its mistakes, and become a leader in dealing with sexual assault on campus.

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Section: Resultsmentioning

confidence: 99%

An Examination of Michigan State University’s Image Repair via Facebook and the Public Response Following the Larry Nassar Scandal

Frederick

Pegoraro

Smith

2019

Communication & Sport

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“…CE has become an integral component of debates on consumer-brand connections in academic study, and likewise in practice. Weitzl and Einwiller [23] define it as a composite, multifaceted relational construct that entails a consumer's state, that occurs by virtue of interactive consumer experiences with a specific brand. It comprises of psychological and behavioural engagement factors conveying a definite intensity level at a particular time [23].…”

Section: Customer Engagement (Ce)mentioning

confidence: 99%

“…Weitzl and Einwiller [23] define it as a composite, multifaceted relational construct that entails a consumer's state, that occurs by virtue of interactive consumer experiences with a specific brand. It comprises of psychological and behavioural engagement factors conveying a definite intensity level at a particular time [23]. Psychological engagement denotes a consumer's captivating, inherent motivation to invest cognitive, emotional, and intentional resources in the interaction with a brand, while behavioural engagement reflects specific interactive, brand-related behaviours [23].…”

Section: Customer Engagement (Ce)mentioning

confidence: 99%

Antecedents and Consequences of Customer Engagement Behaviour in the Hospitality Industry: A Moderated Mediation

Okeke¹

2023

Business, Management and Economics

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This chapter dwells on antecedents and consequences of customer engagement behaviour in the hospitality sector. It is a moderated mediation with customer involvement, enthusiasm, attention and absorption as the antecedents, and electronic word of mouth and behavioural intentions to loyalty as the consequences or outcomes, while customer engagement behaviour and customer relationship management were used as mediating and moderating variables, respectively. Data were collected from 350 respondents from southern Nigeria and were analysed with the aid of WarpPLS version7. Findings show that customer relationship management largely moderates the direct and indirect effects of the antecedents on the consequences. Implications of the findings were discussed among others that operators in the hospitality sector, an industry that is drastically affected by the COVID-19 pandemic, need to apply key customer engagement behaviour concepts in designing and managing of service experiences.

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“…Consumer engagement denotes “the connection that consumers form with a specific brand based on their interactive, personal experiences with it” (Weitzl and Einwiller, 2018, p. 456). Consumer engagement is commonly conceptualized as multidimensional, combining both psychological and behavioral components (Brodie et al , 2011, 2013; Hollebeek et al , 2014).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Consumer engagement serves as an essential element to creating, building, and enhancing relationships between brands and consumers (Arora and Sanni, 2019; Kang, 2014; Kumar, 2020; Men and Tsai, 2014; Weitzl and Einwiller, 2018). Consumers engage with brands in ways that can influence brands' images and others' views about brands through comments, ratings, shared information, and user-generated content (UGC) (Muntinga et al , 2011; Pinto et al , 2019; Tsai and Men, 2013).…”

mentioning

confidence: 99%

The social network antecedents to consumer engagement: revealing how consumers' conversations influence online engagement behaviors

Saffer

Riffe

2021

CCIJ

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PurposeConsumer engagement has become a critical component to many brands' relationship and promotional efforts. Empirical studies have documented the psychological elements that can drive consumers to engage with brands. However, there is a knowledge gap regarding how consumer engagement is influenced by the social environment consumers are embedded in. Taking an egocentric network approach, this study explores the social network factors that affect different dimensions of consumers' online engagement behaviors with a brand.Design/methodology/approachAn online survey with an egocentric network design was employed, and 263 completed responses were collected from college students in US. The dimensionality of consumer engagement was validated using exploratory factor analysis. The hypotheses were tested through three sets of hierarchical regression models.FindingsThe results suggest that consumer engagement with a brand was partially shaped by the attributes of consumers' brand discussion networks that emerge from their conversations about a brand with others in everyday life. Specifically, the size, heterogeneity, and density to consumers' discussion networks were associated with certain engagement behaviors.Originality/valueThis study introduces a novel type of network method known as egocentric network analysis to explore and investigate the social network antecedents to consumer engagement behavior. It advances the conception of consumer engagement as a dynamic process influencing and is influenced by consumers' social interactions rather than merely a product of their psychological mechanisms. The study contributes to a social network approach to examining and conceptualizing consumer engagement.

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Consumer Engagement in the Digital Era

Cited by 13 publications

References 113 publications

An Examination of Michigan State University’s Image Repair via Facebook and the Public Response Following the Larry Nassar Scandal

An Examination of Michigan State University’s Image Repair via Facebook and the Public Response Following the Larry Nassar Scandal

Antecedents and Consequences of Customer Engagement Behaviour in the Hospitality Industry: A Moderated Mediation

The social network antecedents to consumer engagement: revealing how consumers' conversations influence online engagement behaviors

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