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Article
Publication date: 1 February 2018

Loic Pengtao Li, Biljana Juric and Roderick J. Brodie

Valence is one of the key dimensions underlying actor engagement, yet there is limited research to provide a comprehensive understanding of the concept. The purpose of…

Abstract

Purpose

Valence is one of the key dimensions underlying actor engagement, yet there is limited research to provide a comprehensive understanding of the concept. The purpose of this paper is to conceptualise engagement valence in actor networks and develop an agenda for future research.

Design/methodology/approach

The exploration of the psychological foundations of the concept of valence and a systematic literature review from a multiple database search contribute to four sets of propositions defining the domain of the concept of actor engagement valence.

Findings

The propositions posit that valence resides in the engaging actor’s past, current and future psychological dispositions, which can shift between positive, negative and ambivalence. Actor engagement valence is triggered by the engagement objects and value propositions of other actors in the network. The antecedents of actor engagement valence comprise individual factors such as cognitive evaluations and hedonic feelings, as well as network-related factors such as social norms and shared beliefs, and the network structure. The net balance of actor engagement valence determines the actor’s engagement behaviours, and this relationship is moderated by individual and network factors.

Originality/value

This is the first study to conceptualise actor engagement valence, which contributes to the refinement of the actor engagement concept. This research defines the conceptual domain, deepens the understanding and provides an agenda for future research into the valence of engagement among actors in networks. The study recognises the institutional influences on actor engagement valence, and contributes to an understanding of the nature of actors’ psychological dispositions and how their valence determines the actors’ behavioural engagement manifestations.

Details

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

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Article
Publication date: 11 September 2017

Kay Naumann, Jana Lay-Hwa Bowden and Mark Gabbott

Minimal attention is given to the negative valences of customer engagement and how they manifest in ways that detract from service value. The purpose of this paper is to…

Abstract

Purpose

Minimal attention is given to the negative valences of customer engagement and how they manifest in ways that detract from service value. The purpose of this paper is to uncover the meaning and conceptual dimensions of disengagement and negative engagement in conjunction with positive engagement. It explores how three valences of engagement manifest towards dual objects: the service community and the focal service organisation. This exploration is based within a new and novel social service context.

Design/methodology/approach

A qualitative approach using (four) focus groups is used.

Findings

A conceptual model of customer engagement is derived from the groups that include strongly held and positive customer engagement; passive, yet negatively orientated customer disengagement; and active and destructive negative customer engagement. Positive customer engagement is found to be directed at the service community object, whereas customer disengagement and negative engagement are directed at the focal service organisation object. A spillover effect is also revealed whereby negative engagement with the focal service organisation detracts from customers’ positive engagement within their service community. This suggests that engagement within a social service is multifaceted: several engagement valences may exist within one service relationship. It also suggests that these engagement valences are interrelated.

Originality/value

This is the first paper to apply three valences of engagement within the one focal relationship and examine how they manifest towards two objects, providing a unique perspective of how different interactions within the service ecosystem can influence engagement.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 29 no. 4
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 10 July 2017

Jana Lay-Hwa Bowden, Jodie Conduit, Linda D. Hollebeek, Vilma Luoma-aho and Birgit Apenes Solem

Online brand communities (OBCs) are an effective avenue for brands to engage consumers. While engaging with the brand, consumers simultaneously interact with other OBC…

Abstract

Purpose

Online brand communities (OBCs) are an effective avenue for brands to engage consumers. While engaging with the brand, consumers simultaneously interact with other OBC members; thus engaging with multiple, interrelated engagement objects concurrently. The purpose of this paper is to explore both positively and negatively valenced consumer engagement with multiple engagement objects, the interplay between these, and the spillover effect from consumers’ engagement with the OBC to their engagement with the brand.

Design/methodology/approach

Drawing on 16 in-depth interviews with OBC members of a luxury accessory brand, a constant comparative method was adopted using axial and selective coding procedures. The objective was to understand the nature of participants’ engagement with the brand, the OBC, and the interplay between individuals’ engagement with these objects. The coding framework and resultant interpretive frameworks address engagement valence, outcomes, and direction.

Findings

This study illustrates consumer expressions of consumers’ positively and negatively valenced engagement with a focal brand, and with the OBC. Further, it demonstrates the interplay (spillover effect) that occurs between consumers’ engagement with the OBC, to their engagement with the brand. While the existence of positively valenced engagement with the OBC was found to further enhance consumer brand engagement (i.e. reflecting an engagement accumulation effect), negatively valenced engagement with the OBC was found to reduce consumer brand engagement (i.e. reflecting an engagement detraction effect).

Originality/value

While consumer engagement has been recognized to have both positive and negative manifestations, this study demonstrates that consumers’ engagement valence may differ across interrelated engagement objects (i.e. the brand and the OBC). Further, we demonstrate the existence of engagement spillover effects from the OBC to the brand for both positively and negatively valenced engagement.

Details

Journal of Service Theory and Practice, vol. 27 no. 4
Type: Research Article
ISSN: 2055-6225

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Article
Publication date: 20 March 2017

Welf H. Weiger, Hauke A. Wetzel and Maik Hammerschmidt

The proliferation of online brand communities has shifted control over brands from firms to consumers. Demonstrating how marketers can stimulate consumers to use these…

Abstract

Purpose

The proliferation of online brand communities has shifted control over brands from firms to consumers. Demonstrating how marketers can stimulate consumers to use these opportunities and engage with the brand in such communities, the purpose of this paper is to address the effectiveness of normative and utilitarian appeals commonly employed in practice for enhancing engagement intensity and brand equity in turn.

Design/methodology/approach

This paper presents two studies at an individual user level. The first study builds on matched data on marketing actions, user behavior, and user perceptions from a Facebook brand community. The second study uses an experiment with members of a firm-hosted online brand community. The authors employ seemingly unrelated regressions while controlling for self-selection.

Findings

Marketer-generated appeals have a positive effect on brand equity that is mediated by engagement intensity. However, the strength of these effects depends highly on community, user, and relationship characteristics.

Practical implications

Generally speaking, marketer-generated appeals are effective tools for marketers to build brand equity through enhanced user engagement. However, their effectiveness can be improved when managers use a targeted approach. To offer precise managerial guidance, this paper shows how entertainment value, content consumption asymmetry (e.g. whether a user prefers user-generated content over marketer-generated content), and membership duration increase or lower the impact of appeals in building the brand through engagement intensity.

Originality/value

The authors provide evidence that appeals designed to drive user engagement in online brand communities are effective tools for boosting brand equity.

Content available
Article
Publication date: 4 March 2020

Kay Naumann, Jana Bowden and Mark Gabbott

The purpose of this study is to operationalise and measure the effects of negative customer engagement (CE) in conjunction with positive CE. Both valences are explored…

Abstract

Purpose

The purpose of this study is to operationalise and measure the effects of negative customer engagement (CE) in conjunction with positive CE. Both valences are explored through affective, cognitive and behaviour dimensions, and, in relation to the antecedent of involvement and outcome of word-of-mouth (WOM). It also explores the moderating influence of service context by examining engagement within a social service versus a social networking site (SNS). Engagement with the dual focal objects of a service brand and a service community are also examined.

Design/methodology/approach

Structural equation modelling is used to analyse 625 survey responses.

Findings

Involvement is a strong driver of positive CE, and positive CE has a strong effect on WOM. These findings are consistent across the “brand” and “community” object, suggesting positive CE is mutually reinforced by different objects in a relationship. Positive CE is also found to operate consistently across the service types. Involvement is a moderately negative driver of negative CE, and negative CE is a positive driver of WOM. These relationships operate differently across the objects and service types. Involvement has a stronger inverse effect on negative CE for the social service, diverging from assumptions that negative CE is reflective of highly involved customers. Interestingly, negative CE has a stronger effect on WOM in the social service, highlighting the active and vocal nature of customers within this service context.

Originality/value

To the best of the authors’ knowledge, this is the first paper to quantitatively measure positive and negative valences of engagement concurrently, and examine the moderating effect of dual objects across contrasting service types.

Details

European Journal of Marketing, vol. 54 no. 7
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 8 December 2020

Yeunjae Lee, Su Yeon Cho, Ruoyu Sun and Cong Li

This study examines the effects of employees' personal social media posts on external publics' online engagement and offline word-of-mouth (WOM) intentions about a…

Abstract

Purpose

This study examines the effects of employees' personal social media posts on external publics' online engagement and offline word-of-mouth (WOM) intentions about a company. Specifically, it investigates how employee post characteristics including valence and content and employer reputation jointly influence publics' online and offline behaviors.

Design/methodology/approach

A 2 (post valence: positive vs. negative) × 2 (post content: organization-related vs. job-related) × 2 (employer reputation: good vs. bad) between-subjects experiment was conducted. Participants were asked to view a stimulus social media post created by a fictitious company employee, reflecting one of the eight experimental conditions on a random basis. After viewing, they were requested to report their online engagement intentions (i.e., “like,” “share” and “comment”) with the post and offline WOM intentions about the company.

Findings

The experimental results showed that participants expressed more “like” intentions when they viewed a positive post than a negative post. Further, they were more likely to “comment” on a job-related post as opposed to an organization-related post. In addition, a significant interaction effect between post valence and employer reputation on publics' online engagement was found, which in turn influenced their offline WOM intentions about the company.

Originality/value

This study is among the first empirical attempts to examine the effectiveness of employees' personal social media posts on external publics' online and offline behaviors. The experimental findings highlight the importance of managing employee relations from a corporate reputation perspective.

Details

Internet Research, vol. 31 no. 3
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 1 May 2020

M. Nazmul Islam, Fumitaka Furuoka and Aida Idris

The purpose of this paper is to propose a conceptual framework for ensuring employee championing behavior (ECB) during organizational change for business organizations in…

Abstract

Purpose

The purpose of this paper is to propose a conceptual framework for ensuring employee championing behavior (ECB) during organizational change for business organizations in Bangladesh.

Design/methodology/approach

On the basis of previous literature, this paper proposed a framework for ensuring ECB during organizational change.

Findings

This paper proposed transformational leadership (TL), which enhances the championing behavior of the employee. In addition, valence, work engagement and trust in leadership act as potential mediators between TL and championing behavior. This paper also proposed organizational alignment (OA) as a potential moderator that influences ECB in the context of organizational change.

Research limitations/implications

This paper highlights numerous influential factors that enhance ECB. This proposed conceptual framework will be validated by the empirical evidence in future research.

Practical implications

This paper provides new insights for business leaders to understand the importance of ECB during organizational change. Moreover, this research underlined the effectiveness of valence, work engagement and trust in leadership and OA to nurture ECB in the time of organizational change, which helps managers of the business organizations to make efficient strategies to tackle organizational change.

Originality/value

This paper adopted Kurt Lewin’s change management theory and integrated with different factors associated with organizational change (TL, valence, work engagement, trust in leadership and OA) to propose a model to understand the mechanism of enhancing ECB in the context of change in Bangladesh’s business organizations.

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Article
Publication date: 8 October 2019

Hongfei Liu, Chanaka Jayawardhena, Victoria-Sophie Osburg and Mujahid Mohiuddin Babu

The influence of electronic word-of-mouth (eWOM) information, such as online reviews, on consumers’ decision making is well documented, but it is unclear if online reviews…

Abstract

Purpose

The influence of electronic word-of-mouth (eWOM) information, such as online reviews, on consumers’ decision making is well documented, but it is unclear if online reviews still matter in post-purchase evaluation and behaviours. The purpose of this paper is to examine the extent to which online reviews (aggregate rating (AR) and individual reviews (IR)) influence consumers’ evaluation and post-purchase behaviour by considering the valence congruence of online reviews and consumption experience (CE).

Design/methodology/approach

Following social comparison theory and relevant literature, the authors conduct an online experiment (pre-test: n=180; main study: n=347). The authors rely on a 2 (CE valence) ×2 (AR valence) ×2 (IR valence) between-subjects design.

Findings

Congruence/incongruence between the valences of CE, AR and IR affects consumers’ post-purchase evaluation at the emotional, brand and media levels and review-writing behaviour. In comparison to aggregated rating, IR are more important in the post-purchase stage. Similarly, consumers have a higher eWOM-writing intention when there is congruence between the valences of CE, AR and IR.

Practical implications

The authors demonstrate the importance of service providers continually monitoring their business profiles on review sites to ensure consistency of review information, as these influence consumers’ post-purchase evaluation and behaviours. For this reason, the authors illustrate the utility of why media owners of review sites should support the monitoring process to facilitate the engagement of both businesses and customers.

Originality/value

The authors break new ground by empirically testing the impact of online review information post-purchase seen through the theoretical lens of social comparison. The approach is novel in breaking down and testing the dimensions of post-purchase evaluation and behavioural intentions in understanding the social comparison elicited by online reviews in the post-purchase phase.

Details

Internet Research, vol. 30 no. 1
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 9 April 2018

Tri D. Le

The purpose of this paper is to examine the impact of word-of-mouth (WOM) types, WOM valence, content types and discussion topics of user posts on online engagement in two…

Abstract

Purpose

The purpose of this paper is to examine the impact of word-of-mouth (WOM) types, WOM valence, content types and discussion topics of user posts on online engagement in two channels of a consumption community. The posts are composed by users on the discussion forum and shared to the Facebook channel of the consumption community by the administrators.

Design/methodology/approach

The data for this study were obtained from a popular car consumption community in Vietnam. A total of 505 user posts on the discussion forum were manually coded and assigned to WOM types, valence and content characteristics. The online engagement metrics were measured by the number of views and replies on the discussion forum, and the number of likes, comments and shares on Facebook.

Findings

The results indicate that the WOM types and valence have a significant impact on online engagement and the popularity of posts on Facebook is associated with the number of views on a discussion forum. The content type and discussion topic partially influence some factors of the online engagement metrics.

Practical implications

The findings are helpful for consumption community administrators to understand and manage their users’ engagement. Moreover, it indirectly supports brands and companies, since the consumption communities also include sub-communities of particular brands and marketers cooperate with consumption communities for their social media marketing strategies.

Originality/value

This research contributes to the literature of online engagement in two aspects. First, this study examines the impact of WOM types and valence. Second, this is the first study investigating the effects of posts by users within an information flow from a discussion forum to Facebook.

Details

Online Information Review, vol. 42 no. 2
Type: Research Article
ISSN: 1468-4527

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Article
Publication date: 28 June 2021

Si Tan and Weiping Chen

Leveraging marketer-generated content (MGC) can increase firms' success. However, few studies uncover the effects of MGC-related attributes on consumer engagement in the…

Abstract

Purpose

Leveraging marketer-generated content (MGC) can increase firms' success. However, few studies uncover the effects of MGC-related attributes on consumer engagement in the context of food marketing. This paper aims to explore the influence of MGC characteristics (valence, content types, vividness and interactivity) on consumer engagement.

Design/methodology/approach

This study uses WeChat official account data of seven food companies from China and conducts negative binomial regression models.

Findings

The findings indicate that different MGC-related characteristics have separate impacts on consumer WeChat engagement. Title valence, transactional title content and title with punctuation vividness negatively affect consumers' consuming engagement. Knowledgeable or entertaining title content and title with interactivity both positively affect consumers' consuming engagement. Moreover, transactional body text content negatively influences consumers' contributing engagement, whereas entertaining body text content shows positive effects. Vivid and interactive MGC body text attributes enhance consumers' contributing engagement behavior.

Originality/value

This study contributes to social media research in food marketplaces and sheds light on the effect of different WeChat MGC characteristics on separate consumer engagement.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

Keywords

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