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The Concept of Engagement: A Systematic Analysis of the Ongoing Marketing Debate
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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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... The game makes it possible to accumulate experiences and relations with a place ( Ihamäki, 2015b). Developing trust between the participants of the communication, winning the receiver's trust ( Gambetti & Grafigna, 2010). ...
Geocaching is a global game, originated in 2000 and revolving around creating and searching caches in real locations with the use of new technological developments (like geopositioning, beacons, QR codes), therefore combining the real and the virtual worlds. Every year, geocaching enjoys increasing popularity and geocachers can look for caches on all the continents. This should come as no surprise as geocaching is used to promote places, exchange information about the local history, nature etc. Since geocaching is a game with potential to become an effective tool of place marketing communication, a question arises, what factors affect its effec- tiveness in this respect. The goal of this article is therefore to identify the components of the effectiveness of geocaching used as a tool in place marketing communication. The research was conducted in Poland and combined qualitative research (interviews with managers responsible for official regions’ communication) and quantitative approach (an on-line questionnaire for geocaching players). As a final result, four components of geocaching have emerged which determine the effectiveness of the game as a tool of place marketing commu- nication, namely: Benefits, Engagement, Game structure and Social relations.
... The massive use of social networks has made it possible to develop brand communities in which users share their reviews and experiences. These networks require effective management by companies to make the customer relationship successful in the form of trust, word-of-mouth, and loyalty (Hollebeek, 2011b;Islam & Rahman, 2016;Vivek, Beatty, & Morgan, 2012), and to reinforce engagement, which has a positive effect on customer behavior and brand performance (Brodie et al., 2011;Gambetti & Graffigna, 2010). ...
The Internet of things (IoT) representing the online exchange of data from real devices is a major revolution that is transforming the whole of society. IoT has penetrated in the health field by facilitating healthcare exchanger for users and professionals. This article aims to examine several factors reinforcing user engagement. A theoretical framework was developed and includes the perceived autonomy, the desire for self-development, and the user trust to predict IoT user engagement in the medical context. The partial least squares structural equation modeling (PLS-SEM) approach was conducted with a sample of 109 French users. The findings highlight the relationship between trust and engagement in the use of the IoT device to improve health behavior. This research is part of a long-term IoT customer/designer relationship based on interaction and trust. It can enable IoT providers, medical professionals, and marketers to optimize patient communication to target potential users more accurately and reduce user abandonment of devices.
... 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). ...
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.
Abstract:
The research aims to present the concept of the fifth level of leadership as one of the most important contemporary
orientations in leadership and its role in organizational well-being as an umbrella which cover all positive aspects
that create the appropriate climate for performance, success and excellence for the organization. The research
depends on the descriptive analytical approach to test the hypothesis of the correlation between the fifth level of
leadership among administrative leaders and organizational well-being among respondents, as well as the hypothesis
of the fifth level of leadership dimensions on organizational well- being in Universities in Duhok governorate. the
sample included (141) members in these Universities who answered the questionnaire, which was the main tool for
data collection. The data were analyzed based on a number of statistical tools, and the research reached results,
including the existence of a correlation between the fifth level of leadership And organizational well-being, and that
organizational well-being is positively affected by the fifth level of leadership. The research concluded with the
need to adopt the dimensions that represent the fifth level of leadership among administrative leaders in universities,
as well as recommending some titles for future studies that serve the organizational field.
Keywords: Leadership, five level of leadership and organizational well-being
يهدف البحث الى تقديم مفهوم المستوى الخامس للقيادة كاحد اهم التوجهات المعاصرة في القيادة ودورها في الرفاهية التنظيمية كمضلة تندرج تحتها جميع الجوانب الايجابية التي تهيء المناخ الملائم للاداء والنجاح والتفوق للمنظمة، اعتمد البحث على المنهج الوصفي التحليلي لاختبار فرضية الارتباط بين المستوى الخامس للقيادة لدى القيادات الادارية والرفاهية التنظيمية لدى المبحوثين، فضلا عن فرضية تأثير ابعاد المستوى الخامس للقيادة في الرفاهية التنظيمية، تم اجراء البحث في الجامعات في محافظة دهوك وشملت ستة جامعات وكانت العينة مكونة من(141) من اعضاء هيئة التدريس في تلك الجامعات الذين اجابوا عن فقرات الاستبانة والتي كانت الاداة الرئيسة لجمع البيانات في الجانب الميداني والتي تم عرضها على المحكمين، تم تحليل البيانات بالاعتماد على عدد من الادواة الاحصائية كالمتوسطات الحسابية والانحرافات المعيارية فضلا عن معامل الارتباط والانحدار، وتوصل البحث الى عدة نتائج منها وجود علاقة ارتباط معنوية بين المستوى الخامس للقيادة والرفاهية التنظيمية وان الرفاهية التنظيمية لدى افراد عينة البحث تتأثر ايجابا بابعاد المستوى الخامس للقيادة لدى القيادات الادارية في الجامعات المبحوثة ، وخلص البحث بضرورة تبني الابعاد التي تمثل المستوى الخامس للقيادة لدى القيادات الادارية في الجامعات فضلا عن التوصية ببعض العناوين للدراسات المستقبلية التي تخدم الحقل التنظيمي.
In a context where social networks and online shopping are part of the everyday life of the new consumer, a new digital marketing trend is emerging, leveraged very much in part by the COVID-19 pandemic, which has accelerated and completely changed the e-commerce landscape, perhaps more than at any other time in history: social commerce. Sales are no longer made solely and exclusively through online stores or e-commerce platforms, but are now possible directly from social networks, which have increasingly integrated and native shopping features and tools that leverage social commerce. In order to positively impact the new digital consumer and increase online sales through its social networks, MO, a textile fashion brand that belongs to Sonae Group, set the challenge of understanding how it would be possible to start using social commerce in its business. To do so, it was necessary to better understand this phenomenon, the emerging trends in markets where it is already a reality, as well as the features that the big social commerce players contain, which this study sought to answer. Additionally, good practices that could be applicable to the Portuguese reality and to their own business were identified. The present study, which used a qualitative methodology by using a narrative literature review, content analysis of articles, web pages, reports and social networks of the inspirational international competition and direct observation of MO and its competitors (Zippy, H&M and Lefties) content, resulted in a proposal to boost the sales of MO with social commerce trends and best practices analyzed.
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.
Presents a comprehensive, systematic, and unified theory of fantasy, based on extensive review of research on fantasy, fantasy-like phenomena, and relevant psychological topics such as properties of response processes and motivation. Included are discussions on play, dreams, serial order of behavior, and thematic apperceptive methods. (26 p ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
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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Advertising.Research.Foundation.(2006).Engagement: Definitions and Anatomy ..White.Paper,. available.online.at.www .arf .org ..Accessed.on.11.January.2008