Consumer and Customer Engagement: A Review of The Decade (2010-2019) and Future Directions
DOI:
https://doi.org/10.5020/2318-0722.2023.29.e13159Palavras-chave:
customer engagement, consumer engagement, brand engagement, engagement marketing, digital marketingResumo
Customer engagement has been a marketing research priority throughout the decade and several frameworks have tried to conceptualize the phenomenon. Thus, this article aims to summarize ten years of theoretical and empirical studies on customer engagement and to propose directions for future studies about it. A broad review of articles on customer, consumer and brand engagement was conducted and discussed, aiming at the convergence between different existing perspectives. As one of its contributions,this article argues for a more social and dynamic concept of engagement, suggesting the use of the term “consumer engagement”, because the engagement value for the brand comes not just from customers, but from anyone who has contact with the brand, for example through social media.
Downloads
Referências
Bagozzi, R. P., & Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing,23(1),45-61. https://doi.org/10.1016/j.ijresmar.2006.01.005
Baumeister, R. F., Bratslavsky, E., Finkenauer, C., & Vohs, K. D. (2001). Bad is stronger than good. Review of General Psychology, 5(4), 323–370. https://assets.csom.umn.edu/assets/71516.pdf
Beatty, S. E., & Smith, S. M. (1987). External Search Effort: An Investigation Across Several Product Categories. Journal of Consumer Research,14(1),83-95. https://www.jstor.org/stable/2489245
Beckers, S. F. M., van Doorn, J., & Verhoef, P. C. (2016). Economic outcomes of customer engagement: Emerging findings, contemporary theoretical perspectives, and future challenges. In R. J. Brodie, L. D. Hollebeek, & J. Conduit (Eds.), Customer engagement: Contemporary issues and challenges (pp. 21–52). Routledge.
Bendapudi, N., & Berry, L. L. (1997). Customers’ motivations for maintaining relationships with service providers. Journal of Retailing,73(1), 15-37. https://doi.org/10.1016/S0022-4359(97)90013-0
Berry, L. L., Carbone, L. P., & Haeckel, S. H. (2002). Managing the Total Customer Experience Managing the Total Customer Experience. MIT Sloan Management Review. https://sloanreview.mit.edu/article/managing-the-total-customer-experience/
Bijmolt, T. H. A., Leeflang, P. S. H., Block, F., Eisenbeiss, M., Hardie, B. G. S., Lemmens, A., & Saffert, P. (2010). Analytics for customer engagement. Journal of Service Research,13(3), 341–356. https://doi.org/10.1177/1094670510375603
Bowden, J. L. H., Gabbott, M., & Naumann, K. (2015). Service relationships and the customer disengagement: Engagement conundrum. Journal of Marketing Management, 31(7–8), 774–806. https://doi.org/10.1080/0267257X.2014.983143
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703
Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. D. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. https://doi.org/10.1016/j.jbusres.2011.07.029
Brown, J. J., & Reingen, P. H. (1987). Social Ties and Word-of-Mouth Referral Behavior. Journal of Consumer Research,14(3), 350-362. https://www.jstor.org/stable/2489496
Calder, B. J., Isaac, M. S., & Malthouse, E. C. (2016). How to capture consumer experiences: A context-specific approach to measuring engagement: Predicting consumer behavior across qualitatively different experiences. Journal of Advertising Research,56(1), 39-52. https://doi.org/10.2501/JAR-2015-028
Carvalho, A., & Fernandes, T. (2018). Understanding customer brand engagement with virtual social communities: A comprehensive model of drivers, outcomes and moderators. Journal of Marketing Theory and Practice,26(1-2), 23-37. https://doi.org/10.1080/10696679.2017.1389241
Chan, K. W., & Li, S. Y. (2010). Understanding consumer-to-consumer interactions in virtual communities: The salience of reciprocity. Journal of Business Research,63(9-10), 1033-1040. https://doi.org/10.1016/j.jbusres.2008.08.009
Chauhan, K., & Pillai, A. (2013). Role of content strategy in social media brand communities: A case of higher education institutes in India. Journal of Product and Brand Management, 22(1), 40–51. https://doi.org/10.1108/10610421311298687
Cho, S., Huh, J., & Faber, R. J. (2014). The influence of sender trust and advertiser trust on multistage effects of viral advertising. Journal of Advertising,43(1), 100-114. https://doi.org/10.1080/00913367.2013.811707
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic Word-Of-Mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75. https://doi.org/10.2501/IJA-30-1-047-075
Civeris, G. (2018). Digital influencers have changed advertising: They’re changing journalism, too. Columbia Journalism Review. https://www.cjr.org/tow_center/digital-influencers-advertising-tow-center.php
Contestabile, G. (2018). Influencer marketing in 2018: Becoming an efficient marketplace. AdWeek website: https://www.adweek.com/digital/giordano-contestabile-activate-by-bloglovin-guest-post-influencer-marketing-in-2018/
Econsultancy, & Adobe. (2018). Digital intelligence briefing: 2018 digital trends. https://econsultancy.com/reports/digital-intelligence-briefing-2018-digital-trends/
Eigenraam, A. W., Eelen, J., van Lin, A., & Verlegh, P. W. J. (2018). A Consumer-based taxonomy of digital customer engagement practices. Journal of Interactive Marketing, 44(1), 102–121. https://doi.org/10.1016/j.intmar.2018.07.002
Garber, L. L., Jr., Hyatt, E. M., & Boya, Ü. Ö. (2009). The collaborative roles of the designer, the marketer, and the consumer in determining what is good design. Advertising & Society Review, 10(1). https://muse.jhu.edu/article/260986?ref=rc
Gentile, C., Spiller, N., & Noci, G. (2007). How to Sustain the Customer Experience:. An Overview of Experience Components that Co-create Value With the Customer. European Management Journal, 25(5), 395-410. https://doi.org/10.1016/j.emj.2007.08.005
Gligor, D., Bozkurt, S., & Russo, I. (2019). Achieving customer engagement with social media: A qualitative comparative analysis approach. Journal of Business Research, 101, 59–69. https://doi.org/10.1016/J.JBUSRES.2019.04.006
Google. (2014). The Magic Behind Unboxing on YouTube. Marketing Strategies. https://www.thinkwithgoogle.com/consumer-insights/youtube-insights-stats-data-trends-vol7/
Gretry, A., Horváth, C., Belei, N., & van Riel, A. C. R. (2017). “Don’t pretend to be my friend!” When an informal brand communication style backfires on social media. Journal of Business Research,74, 77-89. https://doi.org/10.1016/j.jbusres.2017.01.012
Groeger, L., Moroko, L., & Hollebeek, L. D. (2016). Capturing value from non-paying consumers’ engagement behaviours: Field evidence and development of a theoretical model. Journal of Strategic Marketing, 24(3–4), 190–209. https://doi.org/10.1080/0965254X.2015.1095223
Hamilton, M., Kaltcheva, V. D., & Rohm, A. J. (2016). Social Media and Value Creation: The Role of Interaction Satisfaction and Interaction Immersion. Journal of Interactive Marketing, 36, 121–133. https://doi.org/10.1016/j.intmar.2016.07.001
Hanssens, D. M., & Pauwels, K. H. (2016). Demonstrating the Value of Marketing. Journal of Marketing,80(6), 173–190. https://doi.org/10.1509/jm.15.0417
Harmeling, C. M., Moffett, J. W., Arnold, M. J., & Carlson, B. D. (2017). Toward a theory of customer engagement marketing. Journal of the Academy of Marketing Science, 45(3), 312–335. https://doi.org/10.1007/s11747-016-0509-2
Harris, D. (2008). Web 2.0 evolution into the intelligent web 3.0: 100 most asked questions on transformation, ubiquitous connectivity, network computing, open technologies, databases and intelligent applications. Emereo.
Hendler, J. (2009). Web 3.0 emerging. Computer. https://doi.org/10.1109/MC.2009.30
Higgins, E. T. (2006). Value from hedonic experience and engagement. Psychological Review, 113(3), 439–460. https://doi.org/10.1037/0033-295X.113.3.439
Higgins, E. T., & Scholer, A. A. (2009). Engaging the consumer: The science and art of the value creation process. Journal of Consumer Psychology,19(2), 100-114. https://doi.org/10.1016/j.jcps.2009.02.002
Hinson, R., Boateng, H., Renner, A., & Kosiba, J. P. B. (2019). Antecedents and consequences of customer engagement on Facebook. Journal of Research in Interactive Marketing, 13(2), 204–226. https://doi.org/10.1108/JRIM-04-2018-0059
Hoffman, D. L., & Fodor, M. (2010). Can You Measure the ROI of Your Social Media Marketing? MIT Sloan Management Review. https://sloanreview.mit.edu/article/can-you-measure-the-roi-of-your-social-media-marketing/
Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management,27(7-8), 785-807. https://doi.org/10.1080/0267257X.2010.500132
Hollebeek, L. D., & Chen, T. (2014). Exploring positively- versus negatively-valenced brand engagement: A conceptual model. Journal of Product and Brand Management, 23(1), 62–74. https://doi.org/10.1108/JPBM-06-2013-0332
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing,28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002
Hollebeek, L. D., & Macky, K. (2019). Digital content marketing’s role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45(1), 27–41. https://doi.org/10.1016/j.intmar.2018.07.003
Hollebeek, L. D., Srivastava, R. K., & Chen, T. (2016). S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM. Journal of the Academy of Marketing Science, 47, 61–185. https://doi.org/10.1007/s11747-016-0494-5
Human, G., Hirschfelder, B., & Nel, J. (2018). The effect of content marketing on sponsorship favorability. International Journal of Emerging Markets, 13(5), 1233–1250. https://doi.org/10.1108/IJoEM-06-2017-0215
Islam, J. U., Hollebeek, L. D., Rahman, Z., Khan, I., & Rasool, A. (2019). Customer engagement in the service context: An empirical investigation of the construct, its antecedents and consequences. Journal of Retailing and Consumer Services, 50, 277–285. https://doi.org/10.1016/J.JRETCONSER.2019.05.018
Islam, J. U., & Rahman, Z. (2016). Linking customer engagement to trust and word-of-mouth on facebook brand communities: An empirical study. Journal of Internet Commerce, 15(1), 40–58. https://doi.org/10.1080/15332861.2015.1124008
Jennings, M., & Zeitner, V. (2003). Internet use and civic engagement: A longitudinal analysis. Public Opinion Quarterly,67(3),311-334. https://doi.org/10.1086/376947
Joshi, A., & Hanssens, D. M. (2010). The direct and indirect effects of advertising spending on firm value. Journal of Marketing,74(1), 20–33. https://doi.org/10.1509/jmkg.74.1.20
Kahn, W. A. (1990). Psychological conditions of personal engagement and disengagement at work. Academy of Management Journal,33(4), 692-724. https://doi.org/10.5465/256287
Katsikeas, C. S., Morgan, N. A., Leonidou, L. C., & Hult, G. T. M. (2016). Assessing performance outcomes in marketing. Journal of Marketing, 80(2), 1–20. https://doi.org/10.1509/jm.15.0287
Kilgour, M., Sasser, S. L., & Larke, R. (2015). The social media transformation process: Curating content into strategy. Corporate Communications, 20(3), 326–343. https://doi.org/10.1108/CCIJ-07-2014-0046
Kumar, V. (2018). A theory of customer valuation: concepts, metrics, strategy, and implementation. Journal of Marketing, 82(1), 1–19. https://doi.org/10.1509/jm.17.0208
Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010). Undervalued or overvalued customers: Capturing total customer engagement value. Journal of Service Research, 13(3), 297–310. https://doi.org/10.1177/1094670510375602
Kumar, V., & Reinartz, W. (2016). Creating enduring customer value. Journal of Marketing, 80(6), 36–68. https://doi.org/10.1509/jm.15.0414
Kunz, W., Aksoy, L., Bart, Y., Heinonen, K., Kabadayi, S., Ordenes, F.V., Sigala, M., Diaz, D., &Theodoulidis, B. (2017). Customer engagement in a Big Data world. Journal of Services Marketing, 31(2), 161-171. https://doi.org/10.1108/JSM-10-2016-0352
Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146–172. https://doi.org/10.1509/jm.15.0415
Lee, D., Hosanagar, K., & Nair, H. (2013). Advertising content and consumer engagement on social media: Evidence from Facebook. Management Science, 64(11), 1-41. https://doi.org/10.2139/ssrn.2290802
Lipsman, A., Mudd, G., Rich, M., & Bruich, S. (2012). The power of “like”: How brands reach (and influence) fans through social-media marketing. Journal of Advertising Research, 52(1),40-52. https://doi.org/10.2501/JAR-52-1-040-052
London, B., Downey, G., & Mace, S. (2007). Psychological theories of educational engagement: A multi-method approach to studying individual engagement and institutional change. Vanderbilt Law Review,60(2), 455-481. https://scholarship.law.vanderbilt.edu/vlr/vol60/iss2/7/
Madden, T. J., Fehle, F., & Fournier, S. (2006). Brands matter: An empirical demonstration of the creation of shareholder value through branding. Journal of the Academy of Marketing Science,34, 224-235. https://doi.org/10.1177/0092070305283356
Malthouse, E. C., Calder, B. J., Kim, S. J., & Vandenbosch, M. (2016). Evidence that user-generated content that produces engagement increases purchase behaviours. Journal of Marketing Management,32(5-6),427-444. https://doi.org/10.1080/0267257X.2016.1148066
Maslowska, E., Malthouse, E. C., & Collinger, T. (2016). The customer engagement ecosystem. Journal of Marketing Management, 32(5–6), 469–501. https://doi.org/10.1080/0267257X.2015.1134628
Matos, C. A., & Rossi, C. A. V. (2008). Word-of-mouth communications in marketing: A meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science,36, 578-596. https://doi.org/10.1007/s11747-008-0121-1
McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building Brand Community. Journal of Marketing,66(1), 38–54. https://doi.org/10.1509/jmkg.66.1.38.18451
Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85(2), 116-126. https://hbr.org/2007/02/understanding-customer-experience
Muniz, A. M., & O’Guinn, T. C. (2001). Brand Community. Journal of Consumer Research, 27(4), 412-432. https://doi.org/10.1086/319618
O’Brien, I. M., Jarvis, W., & Soutar, G. N. (2015). Integrating social issues and customer engagement to drive loyalty in a service organisation. Journal of Services Marketing, 29(6-7), 547-559. https://doi.org/10.1108/JSM-02-2015-0085
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63, 33-44. https://doi.org/10.2307/1252099
Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294–311. https://doi.org/10.1007/s11747-016-0485-6
Pemberton, C. (2017). 2017-2018 CMO spend survey highlights demand for results.
Gartner. https://www.gartner.com/smarterwithgartner/2017-2018-cmo-spend-survey-highlights-demand-for-results/
Pemberton, C. (2018). 8 top findings in Gartner CMO spend survey. Gartner. https://www.gartner.com/smarterwithgartner/8-top-findings-in-gartner-cmo-spend-survey-2018-19/
Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central to the and peripheral role of routes involvement advertising moderating effectiveness. Journal of Consumer Research, 10(2), 135–146. https://doi.org/10.2307/2488919
Pilcher, J. (2017). What are the top digital marketing trends and priorities for 2017? The Financial Brand. https://thefinancialbrand.com/63985/digital-marketing-trends-strategies/
Rakuten Advertising. (2019). Rakuten Marketing Study: The 2019 Influencer Marketing Global Survey. https://blog.rakutenadvertising.com/en-uk/insights/rakuten-marketing-study-the-2019-influencer-marketing-global-survey/
Rohm, A., Kaltcheva, V. D., & Milne, G. R. (2013). A mixed-method approach to examining brand-consumer interactions driven by social media. Journal of Research in Interactive Marketing, 7(4), 295-311. https://doi.org/10.1108/JRIM-01-2013-0009
Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253–272. https://doi.org/10.1108/00251741211203551
Schau, H. J., Muñiz, A. M., Jr., & Arnould, E. J. (2009). How brand community practices create value. Journal of Marketing, 73(5), 30–51. https://doi.org/10.1509/jmkg.73.5.30
Schaufeli, W. B., Martínez, I. M., Pinto, A. M., Salanova, M., & Barker, A. B. (2002). Burnout and engagement in university students a cross-national study. Journal of Cross-Cultural Psychology, 33(5), 464–481. https://doi.org/10.1177/0022022102033005003
Schmitt, B. (2012). The consumer psychology of brands. Journal of Consumer Psychology, 22(1), 7–17. https://doi.org/10.1016/j.jcps.2011.09.005
Smith, S. L. J., & Godbey, G. C. (1991). Leisure, recreation and tourism. Annals of Tourism Research, 18(1), 85-100. https://doi.org/10.1016/0160-7383(91)90041-9
So, K. K. F., King, C., & Sparks, B. (2014). Customer engagement with tourism brands: Scale development and validation. Journal of Hospitality and Tourism Research, 38(3), 304–329. https://doi.org/10.1177/1096348012451456
Solem, B. A. A., & Pedersen, P. E. (2016). The role of customer brand engagement in social media: conceptualisation, measurement, antecedents and outcomes. International Journal of Internet Marketing and Advertising, 10(4), 223-254. https://doi.org/10.1504/IJIMA.2016.081344
Sprott, D., Czellar, S., & Spangenberg, E. (2009). The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale. Journal of Marketing Research, 46(1), 92–104. https://doi.org/10.1509/jmkr.46.1.92
Thackeray, R., Neiger, B. L., Hanson, C. L., & Mckenzie, J. F. (2008). Enhancing promotional strategies within social marketing programs: Use of Web 2.0 social media. Health Promotion Practice, 9(4):338-343. https://doi.org/10.1177/1524839908325335
Tsai, C. F., Ouyang, W. C., Chen, L. K., Lan, C. F., Hwang, S. J., Yang, C. H., & Su, T. P. (2009). Depression is the strongest independent risk factor for poor social engagement among chinese elderly veteran assisted-living residents. Journal of the Chinese Medical Association, 72(9), 478-483. https://doi.org/10.1016/S1726-4901(09)70411-3
Van Dijck, J. (2009). Users like you? Theorizing agency in user-generated content. Media, Culture and Society, 31(1), 41–58. https://doi.org/10.1177/0163443708098245
van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253–266. https://doi.org/10.1177/1094670510375599
Verhoef, P. C., Reinartz, W. J., & Krafft, M. (2010). Customer engagement as a new perspective in customer management. Journal of Service Research, 13(3), 247–252. https://doi.org/10.1177/1094670510375461
Vivek, S. D., Beatty, S. E., Dalela, V., & Morgan, R. M. (2014). A generalized multidimensional scale for measuring customer engagement. Journal of Marketing Theory and Practice,22(4), 401-420. https://doi.org/10.2753/MTP1069-6679220404
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. The Journal of Marketing Theory and Practice, 20(2), 122–146. https://doi.org/10.2753/MTP1069-6679200201
Wallace, E., Buil, I., & de Chernatony, L. (2014). Consumer engagement with self-expressive brands: Brand love and WOM outcomes. Journal of Product and Brand Management, 23(1), 33–42. https://doi.org/10.1108/JPBM-06-2013-0326
Wedel, M., & Kannan, P. K. (2016). Marketing analytics for data-rich environments. Journal of Marketing, 80(6), 97–121. https://doi.org/10.1509/jm.15.0413
Yadav, M. S. (2010). The Decline of Conceptual Articles and Implications for Knowledge Development. Journal of Marketing, 74(1), 1–19. https://doi.org/10.1509/jmkg.74.1.1
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341-352. https://doi.org/10.1086/208520
Downloads
Publicado
Como Citar
Edição
Seção
Licença
Copyright (c) 2022 Revista Ciências Administrativas
Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial 4.0 International License.
Para publicação de trabalhos, os autores deverão assinar a Carta de Direitos Autorais, cujo modelo será enviado aos autores por e-mail, reservando os direitos, até mesmo de tradução, à RCA.
Para os textos que apresentam imagens (fotografias, retratos, obras de artes plásticas, desenhos fotografados, obras fotográficas em geral, mapas, figuras e outros), os autores devem encaminhar para a RCA carta original de autorização da empresa que detém a concessão e o direito de uso da imagem. A carta deve estar em papel timbrado e assinada pelo responsável da empresa, com autorização para o uso e a reprodução das imagens utilizadas no trabalho. O corpo da carta deve conter que a empresa é detentora dos direitos sobre as imagens e que dá direito de reprodução para a RCA. É importante salientar que os autores são responsáveis por eventuais problemas de direitos de reprodução das imagens que compõem o artigo.
A instituição e/ou qualquer dos organismos editoriais desta publicação NÃO SE RESPONSABILIZAM pelas opiniões, ideias e conceitos emitidos nos textos, por serem de inteira responsabilidade de seus autores
