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Consumer engagement is emerging as a central concern in brand management strategies. Nonetheless, the concept is new in market research and has been dealt with so far in widely differing and sometimes contradictory ways in both the academic and professional literature, so understanding the true nature of engagement is now both timely and necessary. The basic aim of this study is to outline and explore the different perspectives in the current debate on engagement by conducting an exploratory and systematic content analysis (using purpose-designed T-lab software) of the concept of engagement in the marketing and communication literature, both academic and professional. The results of the analysis raise urgent managerial and methodological issues relating to the concept and practice of engagement, and point to future research directions aimed at a broader and deeper understanding of the concept.
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... Through the need for a metric for recognising the relations and its deepness between stakeholders [5], engagement is a powerful tool in postmodern consumer behaviour and the decision-making process [67]. As the focal point is the intangible aspects of the relation (abilities, information, knowledge and interaction connectivity) [68] the tightening is strategic. ...
... As a result, the literature supports a plethora of concepts varying from consumer engagement [68], online user engagement [67,69] and community engagement [70]. On the other hand, there is a relational nature of the concept in which contact, experience, interaction and the connection is valued [71]. ...
... Besides, the fourth element involves the behavioural manifestations developed by the users towards the organisation or brand, even without being associated with a product or service buy [66][67][68]. ...
... El concepto engagement admite tantas definiciones como contextos desde los que se aborde su conceptualización (de Aguilera Moyano et al., 2016; Martínez-Sala & Segarra-Saavedra, 2020). En el ámbito del marketing y la comunicación se asocia con el grado de conexión de los individuos (clientes reales y potenciales) con las organizaciones generado a partir de las experiencias que han vivido con estas, con sus productos y/o con sus servicios (Vivek et al., 2012) así como con otros individuos en relación a estos (Gambetti & Graffigna, 2010). ...
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Esta investigación analiza el fenómeno de los bloggers, en tanto que influencers, en el sector turístico español. El objetivo principal de este estudio es analizar su incorporación en las políticas de comunicación de una muestra de destinos turísticos y, el potencial comunicativo y relacional que sus perfiles en redes sociales ofrecen a dichos destinos. Para ello se propone una combinación de métodos cuantitativos (análisis de contenido cuantitativo y encuesta online). Los resultados demuestran el alcance social logrado por estos turistas empoderados y las ventajas que ofrecen a los destinos turísticos.
... From then on, consumer brand engagement, as agreed by marketing researchers, is the only significant concept used as a metric for brand engagement in all contexts (Gambetti & Graffigna, 2010) and most marketing researchers agreed that this concept was multidimensional consisted of mind, heart and hand in an expressive social media context (Hollebeek et al., 2014;Dessart, Veloutsou & Thomas,2015;Solem, 2015) and in a general object or context (Brodie et al., 2011;Hollebeek 2011a;Hollebeek 2011b;Dwivedi, 2015). The mind-dimension which is also named cognitive engagement is described as thought processing (Hollebeek et al., 2014;Solem, 2016), and absorption (Dwivedi, 2015), and interest (Hollebeek, 2011b) of the consumer with the brand. ...
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In today’s environment, societies are free to create and browse online content; marketers therefore to face vexing challenges in drawing expressive social media users to engage with their brands. This current group of users display postmodernism characteristics; i.e. need more for subjective experiences to achieve self-realization. Hence, the creation of consumer brand engagement among expressive social media societies is through content that should be able to provide these experiences. However, there is lack research study on this trend. The objective of this study was to evaluate passive experiential content that users perceived as novelty emotions (i.e. perceived creativity) that leads to intrinsic state of engagements (i.e. cognitive engagement and affective engagement) and to intentional engagement (the activation of willingness of brand clicking activities in social media). This, in turn, creates an advantage for the marketers because from this process if users engage the chances of building a long-term consumer brand engagement relationship is higher. This research study was done on 25-34 year-old Malaysian active expressive social media users who utilised expressive social media sites on a daily basis for at least 3 hours as the sample population from whom to collect data and administer a questionnaire survey with a still image as stimulus using social networking messaging platforms. Data analysis was conducted using IBM SPSS and IBM AMOS software and results showed positive significant relationship within all the 7 constructs which were functional appeal, emotional appeal, vividness, perceived creativity, cognitive engagement, affective engagement and intentional engagement.
... Consumer-brand engagement emerges in the domain of relationship marketing (Palmatier, Dant, Grewal, & Evans, 2006) and consumer-brand relationships (Fournier, 1998). Distinct academics have made efforts to reach a standard definition of consumer-brand engagement (Gambetti & Graffigna, 2010;Brodie et al., 2011), but so far unsuccessfully. Some authors focus on the cognitive components of consumer-brand engagement (Goldsmith, Flynn, & Kim, 2010;Wang, 2006). ...
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The current study aims to explore brand authenticity (and the related constructs: the need for uniqueness and brand love) and consumer brand engagement in consumers’ sentiments toward restaurants on online reviews. This research uses a text mining technique, applying sentiment analysis to the reviews. The data is retrieved from Yelp.com, and uses a randomly selected sample of 3,877 reviews of restaurants, from seven cities in the USA. This paper proposes a specific aggregated dictionary for brand authenticity, consumer brand engagement and related constructs, based on previously validated scales which contribute to perform a more multi-faceted analysis. The findings contribute to the marketing research by unfolding a high level of consumer-brand engagement and brand authenticity in online reviews, revealing that positive sentimental attachment toward a focal object in reviews is an essential source of information.
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Consumer-brand identification and consumer engagement in social media brand communities (SMBC) are two of the concepts most highlighted in recent studies, as brand benefit facilitators. This study addresses the importance of these two concepts and their interaction effect on brand loyalty in the fast-moving consumer goods (FMCG) category. The results of the quantitative study show that in FMCG, consumer engagement in SMBC is driven by information searching, brand passion, feelings of community connection, and self-expression in the community. Consumer engagement and consumer-brand identification have positive impacts on brand trust and loyalty. The moderating effect of consumer–brand identification on the relationship between consumer engagement in SMBC and brand loyalty is negative, revealing that consumer engagement in social media brand communities has a stronger impact on brand loyalty when consumer-brand identification is low. This study showed the role of SMBC as a powerful communication medium, where brands and consumers can meet, and reach a mutual understanding of common needs and aspirations.
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Este libro puede considerarse como una vía imprescindible para tratar de "ordenar el tráfico" en el complicado mundo del Turismo. Dos tercios de la Gran Muralla de China está llena de brechas y de grafiti, en buena parte por el desembarco de excursionistas. Una joya de la historia, padece los efectos de millones de turistas que la visitan, con las facilidades que da el precio de los viajes y de los tour operadores que ponen cualquier destino a nuestro alcance. La Organización Mundial del Turismo (OMT) ha facilitado los últimos datos del sector: el número de personas que viajaron por los cinco continentes ascendió a 1.323 millones. Ese desplazamiento masivo, en un 77% de casos por razones de ocio, es un 10,2% del producto interior bruto (PIB) mundial. Las cifras muestran claramente la necesidad de desentrañar los mecanismos que afectan a los flujos turísticos. En primer lugar con un carácter diagnóstico y, posteriormente, para garantizar una gestión sostenible de un fenómeno que inexorablemente irá a más. La aparición de Internet abrió todo un mundo por explorar en materia de comunicación, y en buena parte en ello seguimos. En materia de Comunicación pasamos de un flujo de mensajes, vertical y de arriba hacia abajo, y de un esquema emisor-receptor a otro en que nadie capitaliza esos roles. Un flujo circular en que cualquier persona puede intervenir en ese dialogo virtual.
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La correcta integración de las redes sociales en las estrategias de comunicación de las organizaciones de marketing de destinos es un imperativo que requiere de las herramientas necesarias para soslayar un uso, en muchos casos, experimental. Entre estas, destaca la medición del engagement online por ser un indicador de la eficacia comunicativa en estos canales. El presente capítulo se centra en la conceptualización y medición de este índice dada la diversidad de propuestas al respecto y, por su dimensión emocional. Esto plantea la necesidad de incorporar a su fórmula el carácter del mismo dado que puede expresar tanto satisfacción como insatisfacción. En función de esto proponemos dos fórmulas: una relativa al engagement online (positivo) y otra al disengagement online (negativo). Su implementación nos permite concluir acerca de la necesidad de medir ambos índices pues al igual que el engagement online sirve para fidelizar usuarios y, a través de estos, atraer a nuevos usuarios, el disengagement online no solo repercute en el usuario que lo manifiesta, sino que puede alejar a usuarios reales y potenciales.
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Promoting New Research Practices in Organizational Research - Gillian Symon and Catherine Cassell Using Interviews in Qualitative Research - Nigel King Electronic Interviews in Organizational Research - Stephanie J Morgan and Gillian Symon Life Histories - Gill Musson Critical Incident Technique - Elizabeth Chell Repertory Grids - Catherine Cassell and Susan Walsh Cognitive Mapping in Organizational Research - Seonaidh McDonald, Kevin Daniels and Claire Harris The Twenty Statements Test - Anne Rees and Nigel Nicholson Qualitative Research Diaries - Gillian Symon Stories in Organizational Research - Yiannis Gabriel and Dorothy S Griffiths Pictorial Representation - David R Stiles Group Methods of Organizational Analysis - Chris Steyaert and Ren[ac]e Bouwen Participant Observation - David Waddington Analytic Induction - Phil Johnson Critical Research and Analysis in Organizations - Kate Mackenzie Davey and Andreas P D Liefooghe Hermeneutic Understanding - John McAuley Discourse Analysis - Penny Dick Talk-in-Interaction/Conversation Analysis - Dalvir Samra-Fredericks Attributional Coding - Jo Silvester Grounded Theory in Organizational Research - Hannakaisa L[um]ansisalmi, Jos[ac]e-Maria Peir[ac]o and Mika Kivim[um]aki Using Templates in the Thematic Analysis of Text - Nigel King Using Data Matrices - Sara Nadin and Catherine Cassell Preserving, Sharing and Reusing Data from Qualitative Research - Louise Corti, Paul Thompson and Janet Fink Methods and Strategies Historical Analysis of Company Documents - Michael Rowlinson Ethnography - John D Brewer Case Study Research - Jean Hartley Soft Systems Analysis - Susan Walsh and Chris Clegg Reflections and Update Action Research and Research Action - Frank Heller A Family of Methods Co-Research - John Bennington and Jean Hartley Insider/Outsider Teams for Organizational Research The Future Conference - Fran Ryan
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