Differentiating Customer Engagement and Customer Participation in Service Marketing: An Abstract

Gillis, Wendy; Johansen, Douglas; Vivek, Shiri D.

doi:10.1007/978-3-319-99181-8_154

Cited by 4 publications

(3 citation statements)

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“…Customers participate in interactive social platforms (online) to create better experiential services, where the critical intrinsic motive is a mutual benefit through social interactions and relations (Gillis et al, 2018). This behavior, as an example of social exchange theory (SET), shows that customer social behavior is an outcome of the exchange process through social ties (Hollebeek, 2011b;Hollebeek et al, 2014).…”

Section: Review Of Literature and Hypotheses Developmentmentioning

confidence: 99%

“…Participation is a voluntary performance by customers to assist firms to serve better (Bettencourt, 1997). Participation is more of an activity-based dimension of the interaction of customers with firms seeking mutual benefits (Dabholkar, 2015a;Gillis et al, 2018). Engagement is a multi-dimensional concept of a cognitive, emotional and behavioral aspect of a customer in the process of interacting with the brand/firm and is context based (Brodie et al, 2013).…”

Section: Participationmentioning

confidence: 99%

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Fashion brands are engaging the millennials: a moderated-mediation model of customer-brand engagement, participation, and involvement

Nagaraj

Katkam

2019

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Purpose Millennial generation is fashion inclined, interactive and informative social beings. They are very conscious of the brands they wear. Millennia seek, share, inform and exchange fashion brand-related information on social networking sites (SNS). Marketers are subsequently engaging the young prospects and customers to keep up or improve enthusiasm and participation. The study attempts to investigate the role of customer-brand engagement (CBE) of millennials with fashion brands on SNS. The study simultaneously tests the moderating role of involvement levels affecting participation and CBE leading to brand loyalty. Design/methodology/approach The study followed a purposive sample by collecting 466 respondents from the graduate students of a university. The study adopted structural equation modelling (SEM) and Hayes process macros in SPSS 20.0 to test the moderated-mediation model. Findings The study confirms the mediating role of CBE in the relationship between participation and brand loyalty. Different degrees of involvement moderate the mediating role of CBE. Higher levels of involvement enhance the positive effect of participation on CBE. Originality/value The study is first of its kind to investigate the role of CBE and involvement among the millennial group. It also contributes to the related theories like service-dominant logic, social exchange theory and consumer culture theory regarding a unique population group, which is promising and profitable.

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Section: Review Of Literature and Hypotheses Developmentmentioning

confidence: 99%

Section: Participationmentioning

confidence: 99%

Fashion brands are engaging the millennials: a moderated-mediation model of customer-brand engagement, participation, and involvement

Nagaraj

Katkam

2019

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“…Meklētājoptimizācijaorganiskā plūsma, lai to izdarītu mājas lapā ir jāintegrē meklētājoptimizācijas stratēģija: Google meklēšanas konsoles iestatīšana un Google analītikašie rīki ir izveidoti, lai palīdzētu izsekot vietnes veiktspēju Google meklēšanas sistēmā, tāpēc Google meklēšanas konsole ir aprīkota ar noderīgām funkcijām, piemēram: noskaidrojot, kuri atslēgvārdi nodrošina vislielāko datplūsmu (Gillis, Johansen, Vivek, 2018). Google analītikas dati -informāciju par apmeklējumu, visvairāk skatītajām sadaļām, resursiem, no kurienes uz mājaslapu atnāk interneta lietotāji, šis instruments piedāvā ļoti detalizētu datu analīzi.…”

Section: Pētījuma Rezultātiunclassified

Marketing Tool “Zorge” and Its Use in Electronic Commerce

Nikolajeva

2019

ISS

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The aim of the research was to develop a marketing strategy of the Zorge marketing tool and describe its usage in e-commerce. Zorge web application will be an automatic marketing tool that will use cloud computing technology. The main benefits of the tool will be its multiuse and ability to display adverts to users who use ad blockers and create an interaction of all ads, allowing users to show relevant advertising to their website visitors. Zorge web application will be used for advert construction - pop-ups, push notifications and inner website banners, that can be placed on a clients website. It can be done by pasting short JavaScript code in their website HTML file after users will be able to manage their adverts inside their Zorge web application. The author examined several topics to develop the web application architecture - digital marketing technology current developments, competitor home pages, competitor web applications and an economic embodiment were explored. Within the research was developed a marketing strategy for the Zorge web application.

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Understanding customer engagement and social media activities in tourism: A latent profile analysis and cross-validation

Wei

Martin

2021

Journal of Business Research

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Differentiating Customer Engagement and Customer Participation in Service Marketing: An Abstract

Cited by 4 publications

References 0 publications

Fashion brands are engaging the millennials: a moderated-mediation model of customer-brand engagement, participation, and involvement

Fashion brands are engaging the millennials: a moderated-mediation model of customer-brand engagement, participation, and involvement

Marketing Tool “Zorge” and Its Use in Electronic Commerce

Understanding customer engagement and social media activities in tourism: A latent profile analysis and cross-validation

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