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Customer engagement is of critical interest to both academics and practitioners. Extant literature focusses primarily on customer engagement with a single focal object, usually brands; this study takes another view to consider customer engagement with multiple focal objects (service provider and context). In addition to testing the relationship of the individual dimensions of engagement with the service provider and engagement with the context, this research elaborates on their drivers, with a particular focus on distinct engagement platforms. The paper aims to discuss these issues.

A survey captures customer engagement with a service provider and a context in a higher education setting, with 251 responses collected across first- and third-year marketing courses in an Australian, mid-sized university.

Engagement with the service provider can drive engagement with the context. In turn, engagement with the service provider can be stimulated through the use of engagement platforms that enable customer-to-service provider interactions. The results show limited effects of customer-to-customer engagement platforms on engagement with the context though. The results are consistent across gender and student grade levels; some differences arise between international and domestic students.

This unique study broadens understanding of customer engagement with various focal objects and also details the flow of effects, from engagement with a service provider to engagement with the context. This research builds on conceptual discussions of engagement platforms and empirically examines their ability to facilitate affective, cognitive and behavioural engagement.

Despite recognition that organizations operate in interrelated service systems, extant literature has focused strongly on dyadic engagement relationships (e.g. customer-to-brand). Taking into account the multiple engagement foci that exist within a service system, the purpose of this paper is to examine the interdependence among engagement with these multiple foci in a higher education setting. Specifically, the research investigates different configurations of engagement dimensions with the service provider and brand as they pertain to engagement with the study context.

A total of 251 students were surveyed in regards to their engagement with a service provider (lecturer), brand (university) and study context. Data analysis utilized Fuzzy set qualitative comparative analysis to identify the unique combinations of causal condition consistent with high student engagement with the study context.

Five solutions were identified, each with a different constellation of engagement dimensions. Most solutions entailed engagement with both the service provider and the brand, and cognitive processing (service provider) emerged as a core condition for every solution. This suggests service providers should seek to engage with consumers, particularly from a cognitive perspective, understanding this will support engagement with the context of study.

This research provides evidence that students can engage with their study context through different configurations of engagement with the service provider and the brand. Thus, it demonstrates the need to examine constellations of engagement dimensions related to multiple focal objects to understand their interdependencies and potential influence on engagement at a higher level of aggregation in a complex service environment.

Crowdfunding is an increasingly popular channel for project fundraising for entrepreneurial ventures. Such efforts require fundraisers to develop and manage a crowdfunding campaign over a period of time and several stages. Thus, the authors aim to identify the stages fundraisers go through in their crowdfunding campaign process and how their engagement evolves throughout this process.

Following a multiple case study research design analysing six successful campaigns, the current study suggests a taxonomy of stages the fundraisers go through in their crowdfunding campaign management process while identifying the types of engagement displayed and their relative intensity at each of these stages.

The study proposes a five-stage process framework (pre-launch, launch, mid-campaign, conclusion and post-campaign), accompanied by a series of propositions outlining the relative intensity of different types of engagement throughout this process. The authors show that engagement levels appear with high intensity at pre-launch, and to a lesser degree also at the post-launch stage while showing low intensity at the stages in between them. More specifically, cognitive and behavioural engagement are most prominent at the pre- and post-launch stages. Emotional engagement is highest during the launch, mid-launch and conclusion stages. And social engagement maintains moderate levels of intensity throughout the process.

This study focuses on the campaign process using engagement theory, thus identifying the differing engagement patterns throughout the dynamic crowdfunding campaign management process, not just in one part.

The purpose of this paper is to examine how entrepreneurs engage in a virtual community of practice (VCoP) to share knowledge. Intensity of engagement is taken as a proxy to measure the strength of knowledge sharing.

The archival data spanning over a three-year period from “Start-up-Nation^©” (a VCoP purposefully setup for entrepreneurs) are used for analysis. A set of indices are introduced to measure participants’ intensity of engagement in terms of message length, message frequency and reciprocity in the knowledge sharing process. Content analysis is employed to test a sample of “highly engaged”, “moderately engaged”, “low engaged” and “not engaged” discussion topics as part of the online discourse.

The authors find that entrepreneurs normally use short (fewer than 100 words) or medium (fewer than 250 words) message size to contribute to the discussions. In addition, the authors find that senior members and discussion moderators play important roles in igniting the “reciprocity” behaviour in stimulating the interest of the community with the topic discussion. The authors also find that highly engaged topics usually lead to further discussion threads.

This is the first study of its kind to explore how entrepreneurs engage in a VCoP to share their knowledge and experiences. The set of measurement indices tested here provide a tool for the owner, designer and moderator of the VCoP to measure the utility of their website in terms of its members’ participation. In addition, the set of textual and subjective interventions identified here enables the moderator (administrator) of a VCoP to design effective interventions to facilitate online discourse and augments the knowledge sharing process amongst its community members.

The purpose of this paper is to foreground the importance of context in discourse analysis by drawing on a study of online gender talk on Facebook in India.

Using Foucauldian discourse analysis (FDA), this study explored participants’ use of language to construct and perform various identities in online gender talk. This study discusses the methods used and challenges in analyzing digital spaces through FDA, focusing specifically on the importance of an ethnographic perspective to contextualize online talk.

Engagement with the larger socio-cultural context of the subject of study through various data collection methods enhanced our understanding of the contexts behind text. It helped the authors to explore the data from multiple directions from a Foucauldian framework. This study found that people constructed a “progressive” identity when talking about gender on Facebook.

There are very few studies combining discourse analysis and digital ethnography and this paper seeks to do that. Digital ethnography helps to look beyond the text and locate text in the larger socio-cultural context. To emphasize the importance of context in discourse analysis, this study engages with both online and offline data as online talk is connected with offline contexts in many significant ways. In this paper, the authors provide a description on various methodological steps used to collect and analyze online data using FDA.

This paper aims to review the immigrant entrepreneurship literature to locate how researchers consider embeddedness to home and host countries beyond the “embedded” or “not” dichotomy.

The paper conducts a systematic literature review. The authors found 106 articles in the Scopus and Web of Science databases, using a structured search and selection protocol.

Few articles perceive embeddedness openly as a gradual phenomenon. However, articles in the review use different approaches for considering relative levels of embeddedness, such as depth of social ties. In addition, some articles take a dual perspective or make multi-contextual comparisons to acknowledge immigrant entrepreneurs’ embeddedness levels. These articles emphasise embeddedness as a gradual phenomenon to understand the complexity of immigrant entrepreneurs’ contextualisation better. Based on the review, the paper develops a model, considering embeddedness as an emergent result of the immigrants’ engagement with spaces, networks, markets and institutions of a given home or host context. It also accounts for the dynamic interaction between contextual factors as embeddedness levels change.

The paper has located all relevant papers in the used databases. However, the systematic review protocol naturally limits its scope. Nevertheless, the developed model based on the review helps researchers develop a more comprehensive understanding of embeddedness and possibly ask novel questions.

This paper can help policymakers improve their policies for the progressive social integration of immigrants, as it helps consider different embeddedness levels.

Researchers mainly consider individuals’ embeddedness as either “embedded” or “not.” However, we can also understand embeddedness at various levels, e.g. partial, increasing/decreasing and gradual. Significant changes occur in the embeddedness of individuals during immigration. Additionally, contextual relations intertwine immigrants’ entrepreneurial activity over time. The paper reviews embeddedness in the immigrant entrepreneurship literature, searching beyond the dichotomic use of embeddedness. Then, it develops a theoretical understanding of embeddedness levels.

This study aims to address the possibility of integrating some elements of the “radical constructivist” approach to management accounting teaching. It answers the following two questions: to what extent should management accounting educators construct a “radical constructivist” foundation to guide active learning? Then, in which ways can management accounting educators use qualitative methods to facilitate “radical constructivist” education?

The study uses a teaching cycle that implements innovative learning elements, e.g. learning from ordinary people, designed following the principles of “radical constructivism”, to engage students with “externalities” at the centre of their knowledge construction. It adopts an ethnographic approach comprising interviews and participant observation for the data collection, followed by the application of qualitative content and narrative analysis of the data.

The study findings and reflections illustrate that the majority of students respond positively to radical constructivist learning if the educators can develop an innovative problem-solving and authentic environment that is close to their real lives. The radical constructivist teaching cycle discussed in this study has challenged the mindsets of the management accounting students as it altered the traditional objectivist academic learning approaches that students were familiar with. Its use of qualitative methods facilitated active learning. Student feedback was sought as part of the qualitative design, which provided a constructive mechanism for the students and educators to learn and unlearn from their mistakes. This process enriched the understanding of learners (students) and educators of successful engagement in radical constructivist management accounting education and provides a base upon which to design future teaching cycles.

The paper provides proof of the ability of accounting educators, as change agents, to apply radical constructivist epistemology combined with multiple qualitative research methods by creating new constructive learning structures and cultures associated with innovative deep-learning tasks in management accounting education.

The purpose of this paper is to explore the nature of dilemmas that emerge at the theoretical and practical interfaces of ethnographic fieldwork and feminist advocacy. This is done by examining the researcher’s role in the field and the complex relationships between the researcher and the researched.

Critical self-reflections and autoethnographic analyses of fieldwork experiences in the author’s home country in South Asia are used to explore these dilemmas.

Using situated examples from a typical organisational setting involving both the oppressive and the oppressed, the researcher’s participant observation is found to be conflicted between critical participation and critical observation. Conscious and/or unconscious critical participation through enactment of feminist ethics by combining researcher and advocacy roles allows a route to assuage these conflicts. Practical strategies used to accomplish this are also discussed.

Although the practical strategies discussed in this paper are culturally and organisationally specific and hence limited by them, it is hoped that suitable variants will emerge for readers from their discussion. Further research is needed to investigate the variety of ways in which the researcher-advocate positionality proposed in this paper can be strategically adopted conditional on cultural and organisational contexts, feminist research questions, and researchers’ abilities and constraints.

This paper seeks to shed light on the dilemmas of feminist ethics faced by critical feminist researchers conducting ethnographic fieldwork. It also discusses ways to enable researchers to circumvent these dilemmas in both epistemologically productive ways by collecting rich data and in ontologically enriching ways by allowing some enactment of feminist ethics. To this end, a positionality of the feminist researcher-advocate is conceptualised that does not enforce constraints of extreme positionalities of either a conventional ethnographer or an action researcher.

Besides illustrating the need to stretch beyond traditional boundaries of participant observation, the researcher-advocate positionality also allows feminist researchers to make small, but directly tangible impact towards gender equality in their field setting. Implications for researchers’ emotional, and cognitive safety are also discussed especially when they identify with one or more minority identities.

This paper contributes to discussions on the theory of methods by highlighting the benefits of enacting feminist ethics as a way of critical participation in research settings.

The purpose of this paper is to analyse changes in community disclosures by listed companies in Mauritius.

The authors carried out a quantitative and qualitative assessment of annual report disclosures over the period 2004-2010. In particular, the authors consider the influence of a corporate governance code and a government intervention to first persuade and subsequently mandate corporate social responsibility investment (known as a “CSR Levy”).

From a predominantly limited and neutral form of communication, narratives of community involvement morph into assertive and rhetorical statements, emphasising commitment, permanency and an intimate connection to the community and a re-organisation of activities and priorities which seek to portray structure and order in the way companies deliver community interventions. Informed by Gray et al.’s (1995) neo-pluralist framework and documentary evidence pertaining to the country’s social, political and economic context, the authors relate the change in disclosures to the use of corporate impression management techniques with a view to maintain legitimacy and to counter the predominant public narrative on the insufficient extent of community involvement by local companies.

The authors find that community disclosures are not only legitimating mechanisms driven by international pressures but are also the result of local tensions and expectations.

This study provides evidence on forms of “social” – as opposed to environmental – disclosures. Furthermore, it examines a unique setting where a government enacted a legally binding regime for greater corporate social involvement.