The nature of actor engagement intensity: a classification scheme

Abstract

PurposeActor engagement (AE) literature shows inconsistent understandings of engagement intensity. However, a holistic picture of the nature of AE intensity is foundational to advance empirical AE models and measurement frameworks. This paper provides a nuanced understanding of what engagement intensity is and how it unfolds on different network levels.Design/methodology/approachThis conceptual study draws from a literature review and offers a comprehensive classification scheme of AE intensity. The literature review extends beyond marketing and service research and draws from the etymology of AE intensity in management and social science, specifically, the fields of student, employee and civic engagement.FindingsThe classification scheme clarifies that AE intensity at the individual level refers to actors' affective and cognitive tone and varying magnitudes (i.e. efforts, duration, activeness) of resource investments. At the dyad level, AE intensity represents relational strength, and at the network level, it refers to the degree of connectedness in the network.Research limitations/implicationsThe research reconciles conceptual inconsistencies in the AE literature. Our classification scheme goes beyond the individual actor and actor–actor dyad and offers a holistic overview of possible ways to operationalize AE intensity in networks.Practical implicationsThe classification scheme can be used as a strategic checklist to include AE intensities of individual actors (e.g. customers and employees), relationships between these actors and network connectedness, when further developing engagement measurement tools and benchmarks.Originality/valueThis is the first study providing a comprehensive understanding of AE intensity from an individual, dyadic and network perspective.

Understanding and managing engagement journeys

“…Azer and Alexander (2020) measured how the relative intensity of negative engagement can be moderated by the behaviors of other actors, highlighting the networked effect of engagement intensity. Wang et al (2023) observed the effects of engagement intensity at the individual, dyadic, and wider network levels, connecting it with actors' resource investments, relational strength, and the degree of connectedness in the network. In relation to valence, research has explored the interplay between forms of valence (positive, negative, and disengagement) (Hollebeek and Chen, 2014;Naumann et al, 2017) in offering typologies and discussing the impacts of negative engagement behaviors Alexander, 2018, 2020).…”

“…When CEBs directed at a focal object are increased, reduced, or even withdrawn, the quantity and extent of interactions are altered, and the introduction of new customers, partner organizations, and stakeholders to the wider service ecosystem is affected (Alexander et al, 2018;Dessart et al, 2015). Understanding the range of engagement behaviors, alongside their valence and intensity, can aid organizations in their social listening, helping them to identify key individuals who occupy central positions within a network, to incentivize certain behaviors at certain key journey stages, and to encourage imitation (Azer et al, 2023;Wang et al, 2023).…”

“…satisfaction, commitment, and loyalty) can become the antecedents to future engagement (Fehrer et al, 2018). This reflects the intensification of individual experiences among customers who become more absorbed in their interactions with a firm, leading to increased enjoyment and heightened enthusiasm (Dessart et al, 2015;Wang et al, 2023).…”

“…Higher levels of engagement disposition spur more intense experiences and participation across different types of touchpoints, as an engaged customer's relationship with a focal object results in deeper emotional devotion, higher mental concentration, and a greater propensity to act (Sim et al, 2022;Brodie et al, 2011Brodie et al, , 2019Vivek et al, 2014). Customer engagement thus intensifies a customer's resource contributions to interactions within journey touchpoints (Wang et al, 2023). As a result of this analysis, we define the engagement journey as the customer's process of diverse brand-related resource investments in interactions with the brand/firm and/or other actors, reflecting the customer's cognitive, emotional, and behavioral disposition.…”

“…Azer and Alexander (2020) measured how the relative intensity of negative engagement can be moderated by the behaviors of other actors, highlighting the networked effect of engagement intensity. Wang et al. (2023) observed the effects of engagement intensity at the individual, dyadic, and wider network levels, connecting it with actors’ resource investments, relational strength, and the degree of connectedness in the network.…”