1st Edition

Customer Engagement Contemporary issues and challenges

    316 Pages
    by Routledge

    314 Pages 33 B/W Illustrations
    by Routledge

    How customers and consumer behavior have been changing due to technology and other forces is of prime interest. This book addresses the central questions regarding new emerging consumer behavior; how does social media affect this behavior; how and at what points do emotions affect consumer decisions; and what triggers this is: How should engagement be conceptualized, defined and measured? How do social media and other marketing activities create engagement?

    The book draws on the rich, extensive knowledge of the authors who are pioneers in the field. The book's editors have identified the weakness in the current knowledge and aim to address this gap by touching on significant conceptual and empirical contributions to this emerging literature stream, providing readers with a comprehensive contemporary perspective of customer engagement. The book also endeavors to develop a richer narrative around the notion of social media and customer engagement, and the non-monetary notion of social media within new media-based social networks.

    Editorial, Roderick J. Brodie, Linda D. Hollebeek and Jodie Conduit  Part 1: Engagement Conceptualisations 1. Customer Engagement and Value Co-creation, Matthew Alexander and Elina Jaakkola 2. Economic Outcomes of Customer Engagement: Emerging findings, contemporary theoretical perspectives, and future challenges, Sander F. M. Beckers, Jenny van Doorn and Peter C. Verhoef 3. Partner Engagement: A perspective on B2B engagement, Shiri D. Vivek, Vivek Dalela and Sharon E. Beatty4. Exploring Customer Engagement: A multi-stakeholder perspective, Linda D. Hollebeek  Part 2: Engagement, Interactivity, Social Media and Technology 5. Creating Brand Engagement on Digital, Social and Mobile Media, Edward C. Malthouse, Bobby J. Calder and Mark Vandenbosch 6. Social Media Engagement: A construct of positively and negatively valenced engagement behaviours, Rebecca Dolan, Jodie Conduit and John Fahy 7. Nature and Purpose of Engagement Platforms, Christoph F. Breidbach and Roderick J. Brodie 8. Customer Engagement in Technology-Based and High-Contact Interfaces, Katrien Verleye and Arne De Keyser 9. Website Engagement, Antonio Hyder and Enrique Bigné  Part 3: Managerial Applications of Engagement 10. Strategic Drivers of Customer and Employee Engagement: Practical applications, Christopher Roberts, Frank Alpert and Carissa Roberts 11. Customer Engagement with a Service Offering: A framework for complex services, Sylvia Ng, Carolin Plewa and Jillian C. Sweeney 12. Brand Co-creation Through Social Actor Engagement, Kamer Yuksel, David Ballantyne, and Sergio Biggemann 13. Extending the Tourism Experience: The role of customer engagement, Kevin Kam Fung So, Ceridywn King and Beverley Sparks  Part 4: Emerging Customer Engagement Contexts 14. Developing a Spectrum of Positive to Negative Citizen Engagement, Jana Lay-Hwa Bowden, Vilma Luoma-Aho, and Kay Naumann 15. Negative Customer Brand Engagement: An overview of conceptual and blog-based findings, Biljana Juric, Sandra D. Smith and George Wilks


    Roderick J. Brodie is a Professor at the Department of Marketing University of Auckland, New Zealand.

    Linda D. Hollebeek is a Senior Lecturer at the Graduate School of Management, University of Auckland, New Zealand. She is also Associate Professor (Adjunct) at the NHH Norwegian School of Economics, Bergen, Norway.

    Jodie Conduit is a Senior Lecturer at the Adelaide Business School, University of Adelaide, Australia.