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1 – 10 of over 37000
Article
Publication date: 1 November 2021

Ernest Emeka Izogo and Mercy Mpinganjira

Despite wide acknowledgment in research of the benefits of customer engagement to firms, the customer engagement process and how it leads to positive marketing outcomes…

Abstract

Purpose

Despite wide acknowledgment in research of the benefits of customer engagement to firms, the customer engagement process and how it leads to positive marketing outcomes remains underexplored. Extending existing research, this paper aims to develop and test a conceptual model that outlines the effect of passive and active customer behavioral engagement on customer loyalty and the role of customer involvement in the process, as both an antecedent and a moderator.

Design/methodology/approach

Data collected from 362 millennials in Johannesburg, South Africa through a scenario-based experiment was submitted to a partial least square structural equation modeling and moderated-mediation analyses after examining the manipulation effectiveness of the experimental scenarios. The unit of analyses is hotel patrons.

Findings

The findings include customer involvement is a significant predictor of passive and active customer behavioral engagement both of which consequently influence customer loyalty; customer involvement moderates the effect of passive engagement on active engagement; and not only is passive engagement indirectly related to customer loyalty through active engagement, the indirect relationship is the strongest at the highest level of customer involvement.

Research limitations/implications

The current study provides notable insights into the relationship between customer involvement, customer behavioral engagement and customer loyalty. However, there is need for further studies to validate our model across different brand categories and different social media platforms as well as in offline settings with a more diverse sample because the scope of this study is limited to millennials that use Facebook brand communities.

Originality/value

This study contributes to the customer engagement literature by rationalizing and demonstrating the importance of customer involvement as a precursor of the behavioral engagement process (comprising the passive and the active components) and loyalty among hotel patrons.

Details

International Journal of Tourism Cities, vol. 8 no. 3
Type: Research Article
ISSN: 2056-5607

Keywords

Article
Publication date: 11 January 2019

Anupama Vohra and Neha Bhardwaj

The purpose of this study is to outline a conceptual framework for customer engagement in the context of social media for emerging markets. Three competing models of…

3153

Abstract

Purpose

The purpose of this study is to outline a conceptual framework for customer engagement in the context of social media for emerging markets. Three competing models of customer engagement were identified and tested to arrive at the best suited model for the given contexts. The alternative conceptual frameworks involve the constructs of active participation, community trust and community commitment in relation to customer engagement.

Design/methodology/approach

Data were collected using questionnaires sent via e-mail to respondents. Structural equation modelling was then used to arrive at the best suited model, while also empirically testing for the relationships among the constructs.

Findings

The study, by way of an empirical comparison of alternative conceptual frameworks, presents a customer engagement framework best suiting the social media context for emerging markets. The study also outlines active participation, community trust and community commitment to be acting as antecedents to customer engagement. Further active participation is identified as a necessary antecedent to customer engagement based on the comparative assessment of the frameworks.

Research limitations/implications

While there is not much consensus on the nature of customer engagement, the study offers insights to marketers in terms of managing customer engagement with their brand communities. The study identifies the role and importance of inducing active participation in a brand community context. Further, it also identifies community trust and community commitment to be occurring as antecedents to customer engagement, with commitment implying for a more pronounced role in the framework.

Originality/value

There is no consensus among researchers regarding the nomological network surrounding customer engagement. Further, very few of these studies have focussed on this construct in the context of emerging markets. This study thus attempts to close the above gap, by testing for alternative conceptual frameworks involving customer engagement, in the context of social media for emerging markets.

Details

Journal of Research in Interactive Marketing, vol. 13 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 28 December 2020

Zhen Shao and Kuanchin Chen

This study aims to examine how three perceived interactivity attributes of massive open online courses (MOOCs), namely, perceived active control, perceived synchronicity…

1206

Abstract

Purpose

This study aims to examine how three perceived interactivity attributes of massive open online courses (MOOCs), namely, perceived active control, perceived synchronicity and perceived two-way communication, impact individuals' engagement and continuance intention of MOOCs through the stimulus-organism-response (S-O-R) lens and how that effect differs between male and female users.

Design/methodology/approach

Drawing upon S-O-R as an overarching theoretical framework, this study conducted an empirical study in China and collected 294 valid questionnaires from online learners. Structural equation modeling approach was used to examine the proposed research model.

Findings

Empirical results suggest that perceived active control, perceived synchronicity and perceived two-way communication are significant stimuli of individuals' continuance intention of MOOCs, and the influences of perceived active control and perceived synchronicity are partially or fully mediated by engagement on the platform. Multi-group analysis results further indicate that perceived synchronicity has a stronger influence on engagement on the platform for males, while perceived active control and perceived two-way communication are more salient in stimulating engagement on the platform for females.

Practical implications

Research findings from the present study can serve as the foundation to guide MOOCs’ administrators to respond to the needs of participants through interactivity designed into the platform and shed light on possible key solutions of high dropout rates in MOOCs.

Originality/value

This study uncovers the mediating mechanism of affective engagement between interactivity and continuance intention in the emerging context of the latest online learning platform MOOCs and reveals the behavioral differences between females and males regarding their affective reactions to the three interactivity attributes.

Details

Internet Research, vol. 31 no. 4
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 8 April 2019

Rebecca Dolan, Jodie Conduit, Catherine Frethey-Bentham, John Fahy and Steve Goodman

Organizations are investing heavily in social media yet have little understanding of the effects of social media content on user engagement. This study aims to determine…

19217

Abstract

Purpose

Organizations are investing heavily in social media yet have little understanding of the effects of social media content on user engagement. This study aims to determine the distinct effects of informational, entertaining, remunerative and relational content on the passive and active engagement behavior of social media users.

Design/methodology/approach

Facebook Insights and NCapture are used to extract data from the Facebook pages of 12 wine brands over a 12-month period. A multivariate linear regression analysis investigates the effects of content on consuming, contributing and creating engagement behavior.

Findings

Results reveal distinct effects of rational and emotional appeals on social media engagement behavior. Rational appeals in social media have a superior effect in terms of facilitating active and passive engagement among social media users, whereas emotional appeals facilitate passive rather than highly active engagement behavior, despite the social and interactive nature of the digital media landscape.

Research limitations/implications

Results contribute directly to understanding engagement and customer experience with social media. Further theoretical and empirical examination in this area will aid in understanding the dynamic nature of the levels of engagement within social media.

Practical implications

Findings provide managers and practitioners with guidelines and opportunities for strategic development of social media content to enhance engagement among consumers in a social media forum.

Originality/value

This study is one of the first to empirically examine the construct of social media engagement behavior. It extends the utility of dual processing theory to demonstrate how rational and emotional message appeals result in online engagement.

Details

European Journal of Marketing, vol. 53 no. 10
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 22 August 2022

Anastasios Hadjisolomou

The article challenges the narrow view in scholarship which presents disengagement as passive and simply the absence of condition of engagement and explores how food…

Abstract

Purpose

The article challenges the narrow view in scholarship which presents disengagement as passive and simply the absence of condition of engagement and explores how food retail employees articulate their disengagement within the intensified customer-centric service work. The article adopts the term “active disengagement”, as presented by Ackroyd and Thompson (2016) and empirically examines this as a form of oppositional voice towards managerial norms and behavioural expectations.

Design/methodology/approach

The article draws on qualitative data from two case study organisations in the Cypriot food retail sector. Forty-six interviews took place with participants across different departments, including front-line employees and front-line and senior managers, to better understand the research problem through different perspectives.

Findings

The data show that disengagement is an integral part of organisational life and it is expressed in an individual and less-risky way. The data also reveal a variation in disengagement actions across departments, depending on employees' mobility on the shop floor and the intensity of interaction with the customers and the line manager. Shop floor employees enjoyed a wider “space of disengagement”, in comparison to those working on the front-end/checkouts. Nevertheless, checkout employees have developed sophisticated actions to express disengagement.

Research limitations/implications

This research provides a refined understanding of active disengagement in organisations. It empirically contributes to the existence of a spectrum of engagement and expands Ackroyd and Thompson's (2016) “active disengagement” framework, discussing it as a form of oppositional voice towards corporate values and the customer-centric work intensification.

Practical implications

The research provides empirical evidence that employee disengagement is not merely the absence of engagement, as HRM scholars and practitioners have argued, but entails further social meanings. This article will be useful for practitioners to rethink, revisit and revise employee engagement programmes in organisations, as well as to re-write corporate values, mission and vision, to also consider employees' experiences within the workplace. This will allow the provision of social support by management to address active disengagement in service organisations.

Originality/value

The study provides an important insight in employees' individual actions to express disengagement towards corporate values and managerial expectations related to customer service. It highlights the variation of dynamics across the food retail shop floor, which has been treated as a contextual periphery within the disengagement debate. Applying a broader lens on retail work heterogeneity, it provides further understanding of the diversity of how frontline service workers express disengagement within the triadic employment relationship. This study offers ground for future research to examine active disengagement in various contexts for better conceptual and practical understanding of this behaviour in organisations.

Details

Employee Relations: The International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0142-5455

Keywords

Article
Publication date: 11 March 2014

Abhigyan Sarkar and S. Sreejesh

The purpose of the present paper is to develop and validate a scale of romantic brand jealousy and to examine the role played by the brand love-jealousy framework on…

5233

Abstract

Purpose

The purpose of the present paper is to develop and validate a scale of romantic brand jealousy and to examine the role played by the brand love-jealousy framework on consumers' active engagement.

Design/methodology/approach

In order to develop and validate the romantic brand jealousy scale the present study has employed Churchill's methodology. The study has used common factor analysis and structural equation modeling using LISREL 8.72.

Findings

This research provides empirical evidence for a three-item romantic brand jealousy scale. The study results indicate that the romantic jealousy scale developed is valid and reliable. It also shows that in contrast to previous literature, wherein authors found that brand love would create customer engagement, the brand love-jealousy framework would act as a better mediator to create customer engagement and also to motivate the customer to purchase the brand.

Research limitations/implications

This research was conducted in a specific country (India). It would be more robust if the scale developed by this study could be examined in the context of other countries.

Practical implications

This study is expected to help managers to formulate a better marketing strategy to increase customer engagement using the proposed brand love-jealousy framework.

Originality/value

This research adds value to the domain of consumer psychology research by proposing that brand jealousy needs to be created along with brand love in customer's mind to augment the level of active engagement.

Details

Journal of Product & Brand Management, vol. 23 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 12 February 2018

Urška Tuškej and Klement Podnar

This paper aims to examine relationships between consumer-brand identification (CBI), brand prestige (BP), brand anthropomorphism (BA) and consumers’ active engagement in…

7426

Abstract

Purpose

This paper aims to examine relationships between consumer-brand identification (CBI), brand prestige (BP), brand anthropomorphism (BA) and consumers’ active engagement in brand activities on social media in corporate brand settings.

Design/methodology/approach

Data collected with an online survey on a sample randomly drawn from an online panel of consumers were used to test the proposed theoretical model.

Findings

Anthropomorphism and prestige of corporate brands were found to positively influence consumer-brand identification. Also, CBI positively affects consumers’ active engagement and fully mediates the effect of BP and BA on consumers-brand engagement (CBE) with corporate brands.

Research limitations/implications

Further research in other markets and on a broader set of corporate brands would additionally validate results and enable comparisons of impacts among different brand categories. The data were gathered in one country, so further research in other markets would additionally validate results of this study.

Practical implications

Chief executives responsible for corporate brand management are provided with some insights on how appropriate corporate brand identity management can strengthen CBI and stimulate CBE on social media.

Originality/value

This paper provides some novel insights into the research on consumer-brand identification. It is the first study (to the authors’ knowledge) that empirically supports the positive influence of brand anthropomorphism on CBI in corporate brand settings. It also contributes to the clarification of previously inconsistent results of the influence of BP on CBI. By showing that consumers’ identification with a corporate brand plays a vital role in increasing consumers’ active engagement on social media, the study contributes to the relatively sparse body of research on CBE.

Details

Journal of Product & Brand Management, vol. 27 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 29 January 2018

Amalia Triantafillidou and George Siomkos

The aim of the present study is twofold. First, it measures Facebook users’ experience in a holistic way by taking into account the various dimensions of Facebook…

3181

Abstract

Purpose

The aim of the present study is twofold. First, it measures Facebook users’ experience in a holistic way by taking into account the various dimensions of Facebook experience (i.e. entertainment, flow, escapism, challenge, learning, socializing and communitas); second, it tests the effects of these dimensions in relation to consumers’ brand engagement on Facebook.

Design/methodology/approach

Two online surveys were conducted using self-administered questionnaires. Respondents were recruited through the snowball sampling technique.

Findings

The findings suggest that the different experiential elements of Facebook usage have varying effects on the two brand engagement factors (consuming and contributing) on Facebook. Specifically, the passive element (consuming) is positively influenced by the dimensions of flow and communitas (i.e. feelings of belongingness), while escapism is found to be a negative predictor. The active element of engagement (contributing) is positively affected by dimensions such as entertainment, flow, socializing and communitas.

Practical implications

Brand managers should design Facebook pages for their brands that entertain and immerse consumers, while enabling them to socialize and bond with others to increase levels of consumers’ engagement with brands on Facebook. However, brand managers should be cautious regarding the fantasy experience (escapism) offered by their Facebook pages, as this can distract consumers from the content of the brand page.

Originality/value

To date, most studies on Facebook usage have been conducted under the uses and gratifications framework, while the various elements that comprise Facebook users’ experience have not received sufficient attention in previous conceptualizations of Facebook experience. In addition, the present study enhances the research by examining consumers’ brand engagement on Facebook as a potential consequence of the various Facebook experience dimensions.

Details

Journal of Research in Interactive Marketing, vol. 12 no. 2
Type: Research Article
ISSN: 2040-7122

Keywords

Book part
Publication date: 22 November 2012

Steve Gove

This chapter presents two established pedagogical techniques to increase student engagement, simulations and peer assessment. The use of each technique, its benefits and…

Abstract

This chapter presents two established pedagogical techniques to increase student engagement, simulations and peer assessment. The use of each technique, its benefits and drawbacks, and how content knowledge and student engagement increase are detailed. While each of the approaches can be utilized independently to create active learning environments, this chapter illustrates the potential to extend these approaches further. An overview of an MBA-level elective on competitive analysis structured around a simulation and peer assessment is presented. The result is a highly interactive and engaging course where the simulation and peer assessments achieve symbiotic benefits. Learning and performance in the simulation is enhanced by the application of competitive analyst reports which are used by peer “clients.” Assessment in turn leads to greater insights to the simulation, and subsequently higher levels of performance on both the simulation and future analysis work. Insights on these instructional methods, their limitations, and potential barriers to adoption are offered with the hope of inspiring others to utilize and experiment with novel approaches for further enhance learner engagement.

Details

Increasing Student Engagement and Retention Using Immersive Interfaces: Virtual Worlds, Gaming, and Simulation
Type: Book
ISBN: 978-1-78190-241-7

Article
Publication date: 18 December 2018

Suniti Hewett, Karen Becker and Adelle Bish

The purpose of this paper is to study the use of blended learning in the workplace and questions whether interpersonal interaction facilitates learner engagement

1929

Abstract

Purpose

The purpose of this paper is to study the use of blended learning in the workplace and questions whether interpersonal interaction facilitates learner engagement (specifically behavioral, cognitive and/or emotional engagement), and if so, the means by which this occurs.

Design/methodology/approach

A qualitative approach was taken to this exploratory study, a single-case study design was utilized, and data collection methods involved interviews with facilitators and past participants of a blended workplace learning (BWL) program.

Findings

Human interaction in the BWL program included learner–facilitator, learner–learner and learner–colleague interaction. Where human interaction was present, it was reported to be linked with more active behavioral engagement, higher cognitive engagement and stronger and more positive emotional engagement than where human interaction was absent.

Research limitations/implications

The single-case study design does not allow for generalizability of findings. Reliance on self-reported data through interviews without cross-validation from other forms of measurement is a further limitation of the study.

Practical implications

Effective blended learning programs for workplaces are those that provide opportunities for learners to engage through human interaction with facilitators, other learners and colleagues. The findings advance current knowledge of BWL, and have implications for human resource development professionals, and designers and facilitators of blended learning programs for workplaces.

Originality/value

The study contributes to existing literature on blended learning in the workplace and emphasizes the importance of ensuring that human interaction is still an element of blended learning to maximize the benefits to learners and organizations.

Details

Education + Training, vol. 61 no. 1
Type: Research Article
ISSN: 0040-0912

Keywords

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