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Article
Publication date: 2 February 2018

Linda D. Hollebeek and Tor W. Andreassen

While research on customer engagement and service innovation is rapidly emerging, limited insight exists into the interface of these topic areas. However, given the shared notion…

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Abstract

Purpose

While research on customer engagement and service innovation is rapidly emerging, limited insight exists into the interface of these topic areas. However, given the shared notion of (e.g. customer/firm) interactivity across these concepts, the purpose of this paper is to explore their theoretical interface that remains nebulous to date.

Design/methodology/approach

Building on a literature synthesis, the authors develop an S-D logic-informed “hamburger” model of service innovation that depicts the service innovation process, and its ensuing outcomes for particular actor groups, including the firm, its customers, etc. They conclude by proposing frontiers for future research that arise from the model.

Findings

The authors explore the theoretical foundations of customer engagement and service innovation, and integrate these in their S-D logic-informed “hamburger” model of service innovation. In the model, they acknowledge the key role of organizational resources in enabling service innovation, which will interact with specific service innovation actors (e.g. customers, employees) to create successful service innovations. The model next proposes service innovation development and implementation, from which focal service innovation actors will seek, and derive, particular types of value (e.g. profit for the actor of the firm), as shown at the top of the model. They conclude by offering a set of future research directions that arise from the model.

Research limitations/implications

The S-D logic-informed “hamburger” model of service innovation can be used to guide future research into service innovation, including studies investigating service innovation’s role in driving customer engagement and value.

Practical implications

The attained insight will be useful to managers seeking to enhance their service innovation-based returns (e.g. by suggesting ways in which service innovation can enhance customer engagement).

Originality/value

The authors propose a novel, S-D logic-informed “hamburger” model of service innovation and its key antecedents (e.g. firm-based resources) and consequences (e.g. customer engagement and value).

Details

Journal of Services Marketing, vol. 32 no. 1
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 11 April 2023

Linda D. Hollebeek, Viktorija Kulikovskaja, Marco Hubert and Klaus G. Grunert

Though prior research has addressed customer engagement (CE) with a focal object (e.g. a brand), the dynamics characterizing customers' engagement with different objects and the…

Abstract

Purpose

Though prior research has addressed customer engagement (CE) with a focal object (e.g. a brand), the dynamics characterizing customers' engagement with different objects and the potential spillover from a customer's engagement with one object to that with another remains tenuous, exposing an important literature-based gap. The authors, therefore, develop a model proposing the existence of a spillover effect from customers' brand engagement to their engagement with brand-related content and suggest customers' personality trait of conscientiousness to moderate this effect.

Design/methodology/approach

An online survey-based experiment using 380 Danish Facebook users was conducted to test the model.

Findings

The results suggest customers' brand engagement as a significant predictor of their engagement with brand-related content, corroborating the proposed spillover effect. A weaker spillover effect is observed for highly (vs less) conscientious customers, substantiating the moderating role of customer conscientiousness. Moreover, customer conscientiousness is found to interact with brand content-related (i.e. commenting/content creation) task type and brand type (i.e. utilitarian/hedonic) (e.g. more conscientious customers are less likely to engage in brand-related content creation vs. commenting tasks), weakening the spillover effect.

Originality/value

This study extends prior research by quantitatively corroborating an intra-individual CE-based spillover effect from customers' brand engagement to their engagement with brand-related content. The authors also unearth a moderating role of customer conscientiousness, which interacts with brand- and brand content-related task type, on the spillover effect, informing the development of digital marketing strategies.

Details

Internet Research, vol. 33 no. 4
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 13 October 2021

Linda D. Hollebeek, Tripti Ghosh Sharma, Ritesh Pandey, Priyavrat Sanyal and Moira K. Clark

In recent years, customer engagement (CE) with brands, which has been shown to yield enhanced firm sales, competitive advantage and stock returns, has risen to occupy a prominent…

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Abstract

Purpose

In recent years, customer engagement (CE) with brands, which has been shown to yield enhanced firm sales, competitive advantage and stock returns, has risen to occupy a prominent position in brand management research and practice. Correspondingly, scholars have explored CE’s conceptualization, operationalization and its nomological networks as informed by different theoretical perspectives. However, in spite of important advances, the knowledge structure of the overall corpus of CE research remains tenuous. Therefore, the purpose of this paper is to explore the intellectual structure of CE research.

Design/methodology/approach

Based on this gap, this study deploys bibliometric and network analysis to map CE’s literature-based landscape. Using bibliometric analysis, important CE-publishing journals, authors and influential CE articles (2005–2020) are uncovered. Using network analysis, prominent CE themes are also unearthed.

Findings

The results document key CE-publishing journals and authors and their respective contributions to the literature. Five CE themes are also identified, including CE measurement/methods, online CE, CE’s value co-creating capacity, CE conceptualization and customer/consumer brand engagement. Further, an agenda for future CE research is provided based on the presented network analysis results.

Practical implications

The reported findings generate important implications for brand managers. For example, the identified critical role of online (vs offline) CE offers a range of strategic opportunities, as outlined.

Originality/value

This paper offers a pioneering bibliometric and network analysis of the CE literature, thus mapping the field. From the identified CE themes, important avenues for further CE research are also identified.

Details

Journal of Product & Brand Management, vol. 31 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

Abstract

Details

The Emerald Handbook of Multi-Stakeholder Communication
Type: Book
ISBN: 978-1-80071-898-2

Article
Publication date: 7 December 2020

Amir Zaib Abbasi, Muhammad Asif, Linda D. Hollebeek, Jamid Ul Islam, Ding Hooi Ting and Umair Rehman

This study aims to propose a model for predicting consumers’ esports videogame engagement on their ensuing consumption behaviors, which remains nebulous to date.

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Abstract

Purpose

This study aims to propose a model for predicting consumers’ esports videogame engagement on their ensuing consumption behaviors, which remains nebulous to date.

Design/methodology/approach

After approaching esports consumers in different gaming zones in Pakistan, this paper collected data from 364 videogame-based esports consumers. This paper deployed SmartPLS 3.2.8 software to perform the partial least squares-structural equation modeling-based analyzes.

Findings

The structural model results show that consumers’ affective and behavioral esports videogame engagement positively affects their consumption behavior, including heightened community engagement, purchase intent, coproduction, word-of-mouth and new player recruitment. However, while consumers’ cognitive esports engagement was found to positively impact community engagement, new player recruitment and coproduction, it failed to predict consumers’ esports-related purchase intent or word-of-mouth behaviors.

Practical implications

The findings reveal that a strategic focus on consumers’ esports game engagement will enable practitioners to nurture desirable consumer behaviors, including enhanced purchase intent, coproduction, word-of-mouth and new player recruitment behaviors, thus warranting consumer engagement’s strategic value as a key esports gaming metric.

Originality/value

Empirical research into the role of consumers’ esports videogame engagement on their ensuing consumption behaviors remains scant to date. Based on this gap, this study offers a timely contribution by exploring and validating a model that gauges the effect of consumers’ cognitive, emotional and behavioral esports videogame engagement on their community engagement, purchase intention, coproduction, word-of-mouth and new player recruitment. It, thus, offers important insight into the rapidly advancing field of digital esports games.

Details

Journal of Product & Brand Management, vol. 30 no. 8
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 12 February 2018

Linda D. Hollebeek

While the consumer engagement (CE) concept is gaining traction in the literature, little remains known regarding the ways in which consumers displaying differing cultural traits…

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Abstract

Purpose

While the consumer engagement (CE) concept is gaining traction in the literature, little remains known regarding the ways in which consumers displaying differing cultural traits engage with brands and their differences. The purpose of this paper is to explore CE with brands for consumers exhibiting differing cultural traits, and develop a set of research propositions for these individuals’ cognitive, emotional, behavioral, and social CE in brand interactions. These propositions, collectively, reflect consumers’ individual-level cultural CE styles – consumers’ motivationally driven disposition to think, feel, act, and relate to others in a certain manner characteristic of their specific individual cultural traits in brand interactions.

Design/methodology/approach

In this conceptual paper, literature is reviewed in the areas of CE and its conceptual relationship with Yoo et al.’s (2011) individual cultural values.

Findings

Key differences between individual-level cultural traits and consumers’ ensuing cognitive, emotional, behavioral, and social CE with brands are addressed in a set of research propositions based on Yoo et al.’s model of individual cultural values, from which the concept of individual-level cultural CE styles is developed.

Research limitations/implications

This research explores differences across individuals displaying differing cultural traits and their ensuing CE with brands, which remains underexplored to date. It also develops the concept of individual-level cultural CE styles, which reflect consumers’ characteristic cultural trait-based cognitions, emotions, behaviors, and social dynamics in engaging with particular brands.

Practical implications

The outlined managerial implications reveal that unique marketing approaches are expected to be effective for engaging consumers exhibiting different cultural traits with brands, based on their distinctive CE styles (e.g. focusing on personalized interactions/interactions that stress consumers’ similarity to and fit with salient others for individualist/collectivist consumers, respectively).

Originality/value

This paper makes two important theoretical contributions. First, by offering a conceptual analysis of consumers displaying differing cultural traits and their ensuing engagement with brands, it provides an early attempt to explore individual-level cultural CE-based differences. Second, it develops the concept of individual-level cultural CE styles, which is expected to hold important theoretical and managerial implications.

Details

International Marketing Review, vol. 35 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 6 February 2018

Jamid Ul Islam, Zillur Rahman and Linda D. Hollebeek

The purpose of this paper is threefold: first, to study the influence of self-brand image congruity and value congruity on consumer engagement in online brand communities (OBCs);…

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Abstract

Purpose

The purpose of this paper is threefold: first, to study the influence of self-brand image congruity and value congruity on consumer engagement in online brand communities (OBCs); second to test whether gender moderates this effect; and third, it also examines the role of consumer engagement as a driver of brand loyalty.

Design/methodology/approach

Using an online questionnaire, 443 responses were collected from consumers who are members of at least one OBC on Facebook. Structural equation modeling was used to analyze the data.

Findings

The results revealed that both self-brand image congruity and value congruity significantly affect consumer engagement. A positive effect of consumer engagement on brand loyalty was also attained. Third, the results revealed that gender did not moderate the examined relationships.

Practical implications

This research integrates and broadens existing explanations of different congruity effects on consumer engagement. This study thus suggests the value of developing their OBCs to exhibit congruence with customers’ self-image and value, which in turn, will contribute to the development of brand loyalty.

Originality/value

This research applies congruity theory to examine the impact of self-brand image- and value congruity on consumer engagement in OBCs. Through the establishment of this novel theoretical link, this study furthers insight into the domain of social media marketing.

Article
Publication date: 5 January 2018

Matthew J. Alexander, Elina Jaakkola and Linda D. Hollebeek

The purpose of this paper is to broaden extant understanding of actor engagement behavior beyond its currently dominant dyadic (micro-level) focus, by examining it from multiple…

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Abstract

Purpose

The purpose of this paper is to broaden extant understanding of actor engagement behavior beyond its currently dominant dyadic (micro-level) focus, by examining it from multiple levels of aggregation within a service ecosystem framework.

Design/methodology/approach

This conceptual paper draws on service-dominant logic and structuration theory as theoretical lenses to inform engagement research.

Findings

By means of a stepwise exercise of “zooming out,” the paper introduces a multi-perspective (micro-, meso-, macro- and meta-level) view of actor engagement that develops understanding of multiple engagement contexts, and suggests that balancing multiple roles may result in actor disengagement behavior. The role of reference groups and role conflict associated with balancing multiple roles is critical to understanding why engaged actor proclivities may wax and wane between contexts.

Research limitations/implications

The paper offers a set of five propositions that can be utilized by engagement scholars undertaking further research in this area.

Practical implications

Firms need to understand the values and norms embedded in diverse engagement contexts which can affect actor groups’ needs and motivations. Firms should develop appropriate organizational mechanisms to facilitate (rather than impede or obstruct) the desired behaviors of engaged actors.

Originality/value

The broader context within which engaged actors operate, and its effects on engagement, has been largely overlooked to date. By broadening the analytical perspective on engagement beyond the dyadic this paper reveals previously unaddressed aspects of this phenomenon, such as the role of disengagement behavior, and the effects of multiple engagement contexts on actors’ future behaviors.

Details

Journal of Service Management, vol. 29 no. 3
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 16 August 2023

Dhananjay Bapat and Linda D. Hollebeek

The objective of the paper is to explore the relationship among perceived quality value, hedonic value, social value, price value, customer engagement and customer-based brand…

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Abstract

Purpose

The objective of the paper is to explore the relationship among perceived quality value, hedonic value, social value, price value, customer engagement and customer-based brand equity using stimulus-organism-response (S-O-R), customer engagement and customer-perceived value theories for digital payment apps. In addition, the study examines the mediating role of customer engagement between customer value dimensions and customer-based brand equity and analyzes the moderating role of age.

Design/methodology/approach

Partial least squares-based structural equation modeling was used to test the proposed hypotheses through a sample of 316 respondents who used digital payment apps.

Findings

The findings indicate that customer engagement mediates the relationship between customer value dimensions and customer-based brand equity. Age does not moderate the relationship between customer value dimensions and customer engagement. The study confirmed the pronounced effect of specific paths for various age groups.

Originality/value

This study contributes novel insight to S-O-R, customer engagement, and customer value research.

Details

Marketing Intelligence & Planning, vol. 41 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 1 February 2018

Linda D. Hollebeek, Tor W. Andreassen, Dale L.G. Smith, Daniel Grönquist, Amela Karahasanovic and Álvaro Márquez

While (customer) engagement has been proposed as a volitional concept, our structuration theory/S-D logic-informed analyses of actors’ (e.g. employees’) engagement in service…

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Abstract

Purpose

While (customer) engagement has been proposed as a volitional concept, our structuration theory/S-D logic-informed analyses of actors’ (e.g. employees’) engagement in service innovation reveal engagement as a boundedly volitional theoretical entity, which arises from actors’ structural and agency-based characteristics and constraints. In line with this observation, the purpose of this paper is to develop a conceptual model of actor (i.e. customer, firm, employee) engagement with service innovation.

Design/methodology/approach

Based on the observed gap, the authors propose an integrative S-D logic/structuration theoretical model that outlines three particular service innovation actors’ (i.e. customers’, the firm’s and employees’) engagement, which comprises institution-driven (i.e. fixed) and agency-driven (i.e. variable) engagement facets. In addition, the authors integrate the key expected characteristics of positively (vs negatively) valenced service innovation engagement for each of these actor groups in the analyses.

Findings

The authors develop a 12-cell matrix (conceptual model) that outlines particular service innovation actors’ institution-driven and agency-driven engagement facets and outline their expected impact on actors’ ensuing positively and negatively valenced engagement.

Research limitations/implications

The authors discuss key theoretical implications arising from the analyses.

Originality/value

Outlining service innovation actors’ structure- and agency-driven engagement facets, the authors’ model can be used to explain or predict customers’, the firm’s or employees’ service innovation engagement-based activities.

Details

Journal of Services Marketing, vol. 32 no. 1
Type: Research Article
ISSN: 0887-6045

Keywords

1 – 10 of 66