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Linda D. Hollebeek

Linda D. Hollebeek
Vilnius University/Tallinn University of Technology (Adj.)

Ph.D (Marketing) - Professor at IPAG / Vilnius University & Tallinn University of Technology

About

98
Publications
291,560
Reads
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15,552
Citations
Introduction
I'm Professor of Marketing at Vilnius University and Tallinn University of Technology. My research interests include customer/consumer engagement, technology (including social media), value, customer experience, service marketing and branding.
Additional affiliations
December 2017 - present
Montpellier Business School
Position
  • Professor
January 2016 - July 2019
NHH Norwegian School of Economics
Position
  • Professor (Associate)
July 2012 - January 2015
The University of Waikato
Position
  • Researcher / Senior Lecturer

Publications

Publications (98)
Article
Full-text available
While the design of goods and services is undeniably important in cultivating customer engagement (CE) with industrial innovations, the theoretical interface of industrial design, innovation, and CE remains nebulous, exposing an important literature-based gap. Relatedly, while the literature has focused on the firm as the focal designing stakeholde...
Article
The growing use of mobile technologies is spawning firms’ adoption of mobile relationship-building techniques, including via mobile apps. However, despite the rapid rise of these technologies, little remains known regarding consumers’ mobile app- (vs. desktop browser) related behaviours, and this is therefore investigated in this paper. Specificall...
Article
Full-text available
Purpose: Contemporary firms are increasingly focusing on enhancing the customer experience (CX) to gain sustainable competitive advantage. However, despite the rapid growth of CX research from both the customer's and the firm's perspective, the intellectual structure of CX research remains tenuous, thus requiring further investigation. Addressing t...
Article
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Prior research has established the key impact of customers' Big Five personality traits (e.g., agreeableness/conscientiousness) on their brand engagement, suggesting that individuals exhibiting differing personality traits engage differently with brands. In parallel, extending influential customer engagement research, stakeholder engagement, which...
Article
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Though the customer journey (CJ) is gaining traction, its limited customer focus overlooks the dynamics characterizing other stakeholders’ (e.g., employees’/suppliers’) journeys, thus calling for an extension to the stakeholder journey (SJ). Addressing this gap, we advance the SJ, which covers any stakeholder’s journey with the firm. We argue that...
Article
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While insight into consumer brand engagement, experience, and identification is rapidly developing, little remains known regarding the association of these, and related, concepts, as therefore explored in this article. Drawing on social identity theory and service‐dominant‐logic, this study develops and tests a model that explores the effect of cus...
Article
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Purpose Recommender systems (RS) are designed to communicate with users and drive consumers' engagement with the platform. However, little is known about the strength of this relationship and how RS can create stronger consumer engagement (CE) with the platform brand. Addressing this gap, this paper examines the role of RS in converting consumers'...
Article
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Prior research primarily considers consumers' hedonic gaming experience, defined as an individual's level of pleasure, emotional gratification, and enjoyment from playing a videogame, from a unidimensional perspective. However, given the growing range of technology-enabled, hedonic game-related (e.g., aesthetic, competition, or social) elements, we...
Article
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Purpose Corporate brands increasingly use influential, high reach human brands (e.g. influencers, celebrities), who have strong parasocial relationships with their followers and audiences, to promote their offerings. However, despite emerging understanding of the benefits arising from human brand-based campaigns, knowledge about their potentially n...
Article
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Despite important strides made in the business model literature, substantially less is known regarding its constituent sub-concept of business model innovation (BMI). In particular, the role and dynamics of different stakeholders’ BMI-related engagement remain nebulous, as therefore explored in this paper. Moreover, though business models are recog...
Article
Full-text available
Following the proliferation of customer engagement behavior research, rising interest is observed in marketing-based stakeholder engagement behavior, which covers any stakeholder's—including a customer's, employee's, firm's, supplier's, competitor's, and so forth—behavioral engagement in his/her role-related interactions, activities, and relationsh...
Chapter
The rise of online brand communities has transformed consumer/brand interactions, thus affecting consumer engagement and its nomological network. However, scholarly understanding regarding the effect of consumer values on their online engagement remains tenuous. Addressing this gap, we conceptualize a model that attempts to understand the relative...
Article
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Social media‐based interactions between consumers and firms have received considerable attention in recent years. Despite significant interest in this phenomenon, little is known about how ethnicity impacts consumers' comment intention on social media. This is an important limitation, as ethnicity represents a significant driver of consumer behavio...
Article
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Alors que la recherche sur la cocréation est prolifique, les travaux existants ne particularisent pas la manière dont elle se manifeste sur les plateformes digitales. De plus, ces travaux ont essentiellement examiné le processus de cocréation en lui-même, et non le résultat de ce processus, c’est-à-dire, la valeur cocréée. Un examen plus approfondi...
Article
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2021), Videogames-as-a-Service: Converting Freemium-to Paying Users through Pop-up Advertisement Value, Journal of Services Marketing, Forthcoming. Abstract Purpose: Though the videogame literature is thriving, little remains known regarding the effectiveness of pop-up ads that appear in videogames. Addresing this gap, we therefore explore pop-up a...
Article
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Purpose The customer experience (CX), as revealed in the literature-based debate, has been variously viewed as either a driver or an outcome of customer-perceived value (CPV). However, the association of CPV, CX and word-of-mouth (WoM) behavior remains nebulous to date, thereby generating an important research gap. In response and to bridge this ga...
Article
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Purpose-COVID-19 and its precautions, including social distancing, have revolutionized traditional retailing-and consumption patterns. In this turbulent environment, this study's purpose is twofold. First, we explore the direct effect of consumers' internal/external health locus-of-control on their hygiene consciousness, which in turn affects their...
Article
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Though ample studies address the cocreation process, scholarly understanding of the outcome of such cocreative processes (i.e. cocreated value) lags behind, particularly with respect to brand-related cocreated value. Based on this gap, we explore S-D logic-informed customer cocreated brand value (CCBV), which reflects a customer’s assessment of the...
Article
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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 networ...
Article
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Consumer behavior is changing as a result of the COVID-19 pandemic, thus compelling attraction sites to find new ways of offering safe tours to visitors. Based on protection motivation theory, we develop and test a model that examines key drivers of visitors' COVID-19-induced social distancing behavior and its effect on their intent to use virtual...
Article
Though customer engagement (CE) and experience are important research priorities, empirically derived insight into these concepts and their associations remains scarce. We therefore investigate the impact of CE on experience and behavioral intent, which we explore in the tourism context. We also envisage customer age to moderate the proposed associ...
Article
Full-text available
Though customer engagement (CE) and customer experience (CX) are recognized as key research priorities, empirically-derived insight into their association with tourism customers’ ensuing value co-creation and destination revisit intent remains tenuous, in particular for first-time vs. repeat customers. In response to this gap, we develop an S-D log...
Article
In recent years, growing attention has been devoted to consumer engagement with brands through emerging technological (e.g., social media/artificial intelligence-based) platforms. However, despite important advances, much remains unknown regarding the effect of consumers’ technology-facilitated brand engagement (CTFBE) on their wellbeing, thus posi...
Article
Artificial intelligence (AI) is likely to spawn revolutionary transformational effects on service organizations, including by impacting the ways in which firms engage with their customers. In parallel, customer engagement (CE), which reflects customer interactions with brands, offerings, or firms, has risen to the top of many managers’ strategic wi...
Preprint
Full-text available
International Journal of Information Management - Though gamified loyalty programs (GLPs), or loyalty programs that deploy gamified elements, are increasingly adopted, academic acumen of customer engagement with GLPs lags behind, thus exposing an important research gap. Based on this gap, we review the gamification-, loyalty program-, and customer...
Article
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Despite the significant strides made in the customer engagement literature, the need to understand any marketing actor’s engagement (vs. merely the customer’s) is increasingly recognized. Therefore, the budding actor engagement (AE) concept, which is commonly grounded in S-D logic, describes any marketing actor’s engagement, including that of custo...
Article
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While cocreation research proliferates, existing studies fail to isolate its manifestation through digital (vs. non-digital) platforms. Moreover, extant research predominantly explores the cocreation process (vs. its outcome of cocreated value), which therefore merits further scrutiny, particularly in the digital context. Based on these gaps, we ex...
Article
Full-text available
While the customer experience (CX) concept has rapidly gained traction in recent years, its effect on customer brand commitment and loyalty remains tenuous. Moreover, while customer age has been identified as an influential driver of consumer behavior, little is known about its effect on the customer's brand experience. Addressing these gaps, we de...
Article
Full-text available
Purpose-While the customer brand engagement (CBE) research has advanced important insight, most studies to date explore CBE under regular, free-market conditions, yielding an important knowledge gap regarding its manifestation under less regular conditions, including disaster/ pandemics. This study, therefore, aims to explore CBE with essential/non...
Article
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Purpose - This study proposes a model for predicting consumers’ esports videogame engagement on their ensuing consumption behaviors, which remains nebulous to date. Methodology - After approaching esports consumers in different gaming zones in Pakistan, we collected data from 364 videogame-based esports consumers. We deployed SmartPLS 3.2.8 softwar...
Article
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While virtual reality's importance is increasingly recognized in marketing, its role in the customer journey remains nebulous. We define virtual reality through the customer journey (VRCJ) as firms' use of computer-mediated interactive environments capable of offering sensory feedback to engage consumers, strengthen consumer/brand relationships, an...
Article
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While online communities may enhance firm performance, they commonly fail to retain members. To address this challenge, scholars and managers call for the use of gamification. However, despite gamification’s growing use in online communities, insight into its effect on member experience and behaviours remain limited. We hypothesise that gamificatio...
Article
Full-text available
Customer engagement (CE) research has rapidly developed in recent years, with insight being gleaned in such areas as CE conceptualization, valence, measurement, and theoretical associations. However, despite the development of understanding of CE’s impact on the focal customer (e.g., by cultivating his/her brand attachment/loyalty), much less remai...
Article
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Purpose-The purpose of this study is to assess the mediating role of brand trust and commitment in the relationship of brand engagement and brand experience with brand loyalty in the online service context. Design/methodology/approach-To achieve the study's objective, 414 users of virtual service brands, predominantly in the online banking, airline...
Chapter
Crowdfunding research to date has mainly focused on the nature and dynamics characterizing platforms containing creative and innovative ideas, while less attention has been given to subsistence entrepreneurship which centers on social, environmental, and economic concerns. This chapter develops a conceptual framework to examine the sustainable crow...
Article
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With the advent of interactive Web 2.0 (and beyond) technologies, the role of consumer brand engagement (CBE), which focuses on the consumer’s investment in their brand interactions, is of rapidly growing importance. Despite growing recognition of CBE’s importance in virtual brand communities, empirically-derived insight into its drivers, dynamics,...
Chapter
Recent advances in information technology have given rise to a progressively networked society where customers are offered a multitude of media options to interact with other consumers and brands. Such increasingly networked ecosystems are also changing the way in which retail services are produced and delivered. As virtual interactivity grows, the...
Article
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This special issue has explored ways in which consumers engage with brands and firms within ever-evolving technological environments (Ostrom et al., 2015). The articles show how firms adopt an increasingly broad array of emerging technologies to facilitate interactions with their prospects and customers (Letheren et al., 2019; Willems et al., 2019;...
Article
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Purpose This study aims to develop/test a model that examines the effect of service innovativeness on customer cocreation, satisfaction, advocacy and behavioral loyalty intent in the travel agency context. Design/methodology/approach To explore these issues, the authors deploy a convenience sample of 340 travel agency customers. Data analysis cent...
Article
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Scholars and practitioners have long acknowledged the importance of offering superior service quality in creating long-term bonds between customers and their brands. However, the importance of service quality as a tool to enhance customer engagement remains under-explored, as addressed in this study. Survey data collected from 395 luxury hotel gues...
Article
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Purpose Despite growing academic interest in social identification (e.g. customer brand identification) and social exchange (e.g. commitment/loyalty), little remains known regarding the theoretical interface of these concepts in hospitality sector. Building on this research gap, the purpose of this study is to develop and test a model that explores...
Article
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In a landscape of growing online consumer/firm interactions digital content marketing (DCM), which aims to foster consumers’ brand engagement and trust, is on the rise. However, despite significant practitioner interest academic DCM research is lagging, resulting in an important knowledge gap. Based on an extensive review we conceptualize DCM as th...
Article
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Drawing on a service-dominant (S-D) logic perspective, this study identifies key antecedents and consequences of tourism customer engagement, which remain nebulous to date. We develop a structural model that is tested on a sample of 310 customers at different tourist destination sites and attractions in India. The results reveal a positive effect o...
Article
Full-text available
Research addressing the micro-foundational theoretical entity of customer engagement (CE) has proliferated in recent years. In parallel, the macro-foundational theory of service-dominant (S-D) logic is thriving. While the fit of CE/S-D logic has been recognized, insight into this theoretical interface remains tenuous, as explored in this paper. We...
Chapter
While the ‘consumer engagement’ (CE) concept is well-documented, little remains known regarding how consumers with differing personality traits engage with brands.. This paper establishes a conceptual linkage between consumers’ Big Five personality traits and their engagement with brands, thereby exploring personality-based CE. Based on an in-depth...
Chapter
Full-text available
The transactional perspective of branding is being increasingly critiqued for its shortcomings, and more relational, engagement-based marketing approaches are being advocated. Here, the authors argue for adopting a consumer engagement-based strategy that is posited to contribute to a superior consumer experience. Based on this perspective, the auth...
Chapter
In contemporary, increasingly interconnected environments, consumers are no longer merely passive recipients of incoming brand‐related cues, but are proactively shaping and cocreating brand communication and meaning. In particular, online brand communities (OBCs) provide platforms for consumers to articulate their views, opinions, and feelings rela...
Article
Full-text available
Purpose This paper aims to propose user experience sharing (UES) as a customer-based initiation of value co-creation pertaining to service provision, which represents customers’ level of effort made for the direct benefit of others in their service network. The authors propose and empirically examine a user experience sharing model (UESM) that expl...
Article
Full-text available
Purpose - The purpose of this paper is to study the influence of self-brand image congruity and value congruity on consumer engagement in online brand communities (OBCs). A secondary purpose of this paper is to test whether gender moderates this relationship. Third, this study also examines the role of consumer engagement as a driver of brand loyal...
Article
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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. D...
Article
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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 l...
Article
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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...
Article
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While the service-dominant logic-informed nature of customer engagement in social media has been recognized in business-to-consumer contexts, little is known regarding this theoretical interface in business-to-business (B2B) settings. Insight into business customer engagement (BCE), as expressed through social media and/or other B2B engagement-plat...
Article
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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 e...
Article
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Purpose Despite Schau et al. ’s (2009) pioneering research addressing consumers’ community engagement practices, scholarly understanding of the nature and dynamics characterizing consumers’ engagement practices in virtual (online) brand communities, and their inter-relationships, is limited to date. Building on these authors’ study, this paper aims...
Article
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While important insights about the customer engagement concept have been gleaned in recent literature, little remains known regarding the nature and dynamics characterizing customers’ engagement with mobile devices, particularly from a longitudinal perspective. Therefore, the objective of this paper is to examine how customer engagement with mobile...
Article
Full-text available
Purpose - The purpose of this paper is to provide insight into the relationship between customer personality traits and consumer engagement in the online brand community context. This study also examines the effect of consumer engagement on customers’ ensuing purchase intention. Design/methodology/approach - Using a survey incorporating the Big Fiv...
Article
Full-text available
While significant insights about the customer engagement concept have been gleaned in recent literature, little remains known regarding the nature and dynamics characterizing customers' engagement with mobile apps, particularly from a longitudinal perspective. Therefore, a key objective of this paper is to examine how customer engagement with brand...
Article
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Purpose: The aim 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...
Article
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Purpose Although “engagement” is receiving increasing attention in the marketing literature, the characteristics and dynamics characterizing this concept in specific contextual conditions, including consumers’ selection of particular music and ensuing music-related behaviors, remain nebulous to date. This study aims to develop the concept of consum...
Article
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We are confident this Special Issue will generate scholarly discussion and debate, as well as act as a catalyst in advancing marketing-based engagement research. We thank each of the contributing authors, and in this commentary, synthesise our key reflections regarding the current state of engagement research, and identify key areas for further res...