Strategic drivers, anticipated and unanticipated outcomes of customer engagement

Hollebeek, Linda D.; Conduit, Jodie; Brodie, Roderick J.

doi:10.1080/0267257x.2016.1144360

Cited by 151 publications

(154 citation statements)

References 25 publications

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“…In social media context, the research on consumer engagement has received high attentions of academicians, managers and practitioners [83], [104]. Many authors like Brodie et al [14], Hollebeek et al [58] and Dessart [29] have emphasized the need of more research on consumer engagement in SNS in order to fill in the existing knowledge gap in the literature. From the prior research, it has been noticed that more focus has been given on identifying factors that drive motivations for consumer engagement and how they impact consumer's intended behaviors.…”

Section: Consumer Engagement With Brand-related Contentmentioning

confidence: 99%

“…Although several conceptual and exploratory works have shown role of consumer engagement in establishing organization-customer relationships but still existing literature don't give a complete overview of the process and consequences of the consumer engagement with organizations [14], [57], [124], [127]. In addition to it, Hollebeek et al [58] and Dessart, [29] have also pointed out the scope of further research in contribution of consumer engagement in developing customer-brand relationship and to be validated in social media environment. The present study is an attempt to throw light on the way social media engagement behavior can transform individual consumer predispositions into beneficial brand outcomes.…”

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confidence: 99%

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Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective

Kujur

Singh

2020

J. theor. appl. electron. commer. res.

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In the present time of web-based social networking, visual communication assume a key job in business and public communication. Social networking with its astute features has the ability to pull in numerous to interface with others. Visual communication plays key role in engagement behavior on social media further adding to sales. The high quality visual improves visibility in Social Networking Sites and are being selected as organization's key activity. Thus, the present study proposes a theoretical model of how visual communications through consumer engagement on corporate Social Networking Sites pages influences the consumer-brand relationship. Structural Equation Modelling has been used and validated the effect of visuals with informative, entertaining and remunerative content on consumer engagement further leading to consumer-brand relationship. Uses and Gratifications Theory has been adopted to study the behavioral response of the customers in relation to consumer engagement in social media context. This is a pioneering work to measure the mediation effect of consumer engagement to check the dominance of mediation (consumer engagement) over direct relationship between independent (visual contents) and dependent variable (consumer-brand relationship) on Facebook. In future similar study may be conducted in other social media platforms.

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Section: Consumer Engagement With Brand-related Contentmentioning

confidence: 99%

mentioning

confidence: 99%

Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective

Kujur

Singh

2020

J. theor. appl. electron. commer. res.

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“…There are important distinctions between point of engagement and both engagement and unengagement. On one hand, consumer acceptance and adoption do not incorporate the notion of longer-term interactivity between engagement subjects (e.g., a patient) and a focal object (e.g., online health resources) at the core of engagement (Hollebeek et al, 2016a). Indeed, behavioural manifestations of engagement have a much greater scope than simple 'use' or 'purchase', such as positive word-of-mouth and co-creation behaviours (van Doorn et al, 2010).…”

Section: Figure 1 About Herementioning

confidence: 99%

Technology push without a patient pull

Keeling

Ruyter

Mousavi

et al. 2019

EJM

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Purpose Policymakers push online health services delivery, relying on consumers to independently engage with online services. Yet, a growing cluster of vulnerable patients do not engage with or disengage from these innovative services. There is a need to understand how to resolve the tension between the push of online health service provision and unengagement by a contingent of health-care consumers. Thus, this study aims to explore the issue of digital unengagement (DU) (i.e. the active or passive choice to engage or disengage) with online health services to better inform service design aligned to actual consumer need. Design/methodology/approach Adopting a survey methodology, a group of 486 health services consumers with a self-declared (acute or chronic) condition were identified. Of this group, 110 consumers were classified as digitally unengaged and invited to write open-ended narratives about their unengagement with online health services. As a robustness check, these drivers were contrasted with the drivers identified by a group of digitally engaged consumers with a self-declared condition (n = 376). Findings DU is conceptualized, and four levels of DU drivers are identified. These levels represent families of interrelated drivers that in combination shape DU: subjective incompatibility (misalignment of online services with need, lifestyle and alternative services); enactment vulnerability (personal vulnerabilities around control, comprehension and emotional management of online services); sharing essentiality (centrality of face-to-face co-creation opportunities plus conflicting social dependencies); and strategic scepticism (scepticism of the strategic value of online services). Identified challenges at each level are the mechanisms through which drivers impact on DU. These DU drivers are distinct from those of the digitally engaged group. Research limitations/implications Adding to a nascent but growing literature on consumer unengagement, and complementing the engagement literature, the authors conceptualize DU, positioning it as distinct from, not simply a lack of, consumer engagement. The authors explore the drivers of DU to provide insight into how DU occurs. Encapsulating the dynamic nature of DU, these drivers map the building blocks that could help to address the issue of aligning the push of online service provision with the pull from consumers. Practical implications This paper offers insights on how to encourage consumers to engage with online health services by uncovering the drivers of DU that, typically, are hidden from service designers and providers impacting provision and uptake. Social implications There is a concern that there will be an unintentional disenfranchisement of vulnerable segments of society with a generic policy emphasis on pushing online services. The paper sheds light on the unforeseen personal and social issues that lead to disenfranchisement by giving voice to digitally unengaged consumers with online health services. Originality/value Offering a novel view from a hard-to-reach digitally unengaged group, the conceptualization of DU, identified drivers and challenges inform policymakers and practitioners on how to facilitate online health service (re)engagement and prevent marginalization of segments of society.

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“…Furthermore, as the extant literature focus extends beyond dyadic customer/firm perspective, a need exists to better understand NVIB within a network which is scant in literature to date (Bowden et al, 2017;Hollebeek, Conduit and Brodie, 2016;. The following section presents the methodology and findings of the empirical study which aims to show how customers engage in NVIB by conceptualizing its forms, and what triggers customers to engage in NVIB by identifying its triggers and by exploring relationships between triggers and forms of NVIB.…”

Section: Influencing Behaviormentioning

confidence: 99%

Conceptualizing negatively valenced influencing behavior: forms and triggers

Azer

Alexander²

2018

JOSM

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Purpose -This study shows how customers engage in negatively-valenced influencing behavior (NVIB) and what triggers customers to use different forms of NVIB in an online context. Design/methodology/approach -A qualitative study is conducted using an unobtrusive netnography. Data collected comprises 954 negatively valenced online reviews posted on TripAdvisor to hotels, restaurants, and 'things to do' in twelve different destinations worldwide. Findings -Drawing on recent literature relating to customer engagement behavior (CEB), this paper identifies and conceptualizes the relationship between five cognitive (service failure, overpricing, deception) and emotional (disappointment and insecurity) triggers of six forms of direct (dissuading, warning and endorsing competitors) and indirect (discrediting, expressing regret and deriding) NVIB. Research limitations -The unobtrusive netnography has inherent limitations that lend itself to inductive rich insights rather than generalization. The study only focuses on NVIB within a specific online context namely TripAdvisor. Practical implications -This paper provides managers with knowledge of the specific triggers of NVIB. Additionally, the paper conceptualizes the various forms of NVIB, how customers use them and what triggers them to use each form. Moreover, the paper offers relevant data-inferred recommendations to service managers on how to manage each form. Originality/value -This research is the first to identify forms and triggers of NVIB, classify direct and indirect forms, and conceptualize relationships between forms and triggers.

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Strategic drivers, anticipated and unanticipated outcomes of customer engagement

Cited by 151 publications

References 25 publications

Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective

Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective

Technology push without a patient pull

Conceptualizing negatively valenced influencing behavior: forms and triggers

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Strategic drivers, anticipated and unanticipated outcomes of customer engagement

Cited by 151 publications

References 25 publications

Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses &amp; Gratifications Theory Perspective

Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses &amp; Gratifications Theory Perspective

Technology push without a patient pull

Conceptualizing negatively valenced influencing behavior: forms and triggers

Contact Info

Product

Resources

About

Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective

Visual Communication and Consumer-Brand Relationship on Social Networking Sites - Uses & Gratifications Theory Perspective