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The dynamics of consumer engagement with mobile technologies

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The dynamics of consumer engagement with mobile technologies

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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 branded mobile apps is related to purchase behaviors over time as a dynamic iterative process. To investigate this issue we deploy a unique dataset addressing customers' mobile app engagement and purchases. Surprisingly, the results from a VAR model suggest that customer mobile app disengagement , where consumers abandon the app, has a stronger long-term effect on purchase behaviors than customers' engagement with the app. In addition, purchase behavior alleviates customer disengagement with the app. The study, therefore, provides novel findings pertaining to the dynamic interrelationship between customers' engagement with new digital media and purchase behaviors, from which we draw important scholarly and managerial implications.
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... Mobile app-based marketing is rapidly gaining prominence (Stocchi et al., 2018;Viswanathan et al., 2017), as most consumers tend to carry their smartphone wherever they go. Mobile apps offer up-to-the minute information, (real-time) customer/firm interactions (e.g. ...
... Given the interactive aspect inherent in consumers' mobile app usage, fostering interactively generated CE with the brand has been heralded as a key performance metric for these apps (e.g. Viswanathan et al., 2017). In turn, these apps also generate a particular CX, which marketers will also wish to optimise (McLean et al., 2018). ...
... customer) will continue investing (i.e. engaging) in interactions with a particular engagement object (e.g. a brand's mobile app; Viswanathan et al., 2017), if and as long as they feel they are attaining value from doing so. It also proposes that, in such cases, customers are predicted to reciprocate their perceived value back to the brand (e.g. by making repurchases from it, by recommending the brand to others; Steinhoff et al., 2019). ...
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... Despite these advances, few studies to date examine LP-based CE (Bruneau et al., 2018). As a notable exception, Viswanathan, Hollebeek et al. (2017) track users' engagement with an app-based LP, as measured by their app login recency/frequency. However, the authors explore traditional (vs. ...
... These also include members' proactive GLP (e.g., app/card) usage, receptivity to GLP-related information (e.g., updates/reminders), and GLP-related learning and points redemption behavior (Bruneau et al., 2018;Dorotic, Verhoef, Fok, & Bijmolt, 2014;Nayal, Pandey, & Paul, 2021;Nielsen, 2016). Members' extensive (limited) GLP contributions reveal high (low) GLPE, respectively (e.g., Viswanathan, Hollebeek et al., 2017). Based on our review, we define GLPE as: ...
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... These also include members' proactive GLP (e.g., app/card) usage, receptivity to GLP-related information (e.g., updates/reminders), and GLP-related learning and points redemption behavior (Nielsen, 2016;Dorotic et al., 2014;Bruneau et al., 2018;Nayal et al., 2021). Members' extensive (limited) GLP contributions reveal high (low) GLPE, respectively (e.g., Viswanathan et al., 2017a). ...
... Despite these advances, few studies to date examine LP-based CE(Bruneau et al., 2018). As a notable exception,Viswanathan et al. (2017a) track users' engagement with an ...
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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 engagement literature, from which we derive important insight. First, extending the customer engagement literature, we develop the concept of GLP engagement (GLPE), defined as members' GLP-related behavior, expressed through direct-(i.e., purchase) and/or indirect (e.g., GLP-related learning/advocating) contributions, which we argue are critical to GLP effectiveness. Extending prior research, we also classify members' indirect GLP contributions as autonomous (vs. interdependent)-, selfless (vs. self-seeking)-, control (vs. laissez-faire)-based-, collaborative (vs. competitive)-, individual (vs. generic)-, and calculated (vs. non-calculated) contributions. Second, we develop a self-determination theory-informed framework that proposes members' intrinsic/extrinsic motivation as major drivers of GLPE, which in turn impacts customer brand engagement value (CBEV). Third, formalizing the framework's associations, we develop a set of Propositions that serve as a springboard for further GLPE research. We conclude by discussing major implications that arise from this research.
... As noted, by addressing stakeholders' dark triad personality trait-based engagement and its effects on the interactee's engagement, we also extend more general social influence-based analyses, thus affording further insight into the hitherto nebulous area of SE in the context of mala- Table 2, P1: fifth bullet-point). To investigate this issue, we recommend the undertaking of longitudinal research that explores the evolution of a machiavellian stakeholder's and his/ her interactee's role engagement, their interface, and the extent to which they covary over time (Viswanathan et al., 2017). As another example, P3 states: "A psychopathic stakeholder's aggressive, impulsive engagement will tend to victimize his/her interactee's engagement." ...
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... Past studies also analyze consumer engagement behaviors (i.e., manifestations towards the brand or the firm beyond purchase that strengthen the consumer-brand relationship and generate value, see van Doorn, Lemon, Mittal, Nass, Pick, Pirner and Verhoef 2010). For example, Viswanathan, Hollebeek, Malthouse, Maslowska, Kim and Xie (2017) infer app engagement from the behavior changes of customers enrolled in the loyalty program. Gill, Sridhar and Grewal (2017) return similar findings for B2B apps. Lee (2018b) and van Heerde, Dinner and Neslin (2019) highlight that consumer engagement behaviors have a strong bearing on brand loyalty. ...
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... However, given the rapid rate of innovation, CE is explored in an increasing array of digital contexts, including virtual/augmented/mixed reality-, gamification-, mobile app-, digital content marketing-, and artificial intelligence-based applications, to name a few (e.g., Huang and Rust, 2021;Leclercq et al., 2020;Hollebeek et al., 2020a;Hollebeek and Macky, 2019;Viswanathan et al., 2017). By contrast, conceptual CE research has typically derived more generic CE-based principles or insight that may hold across online-and offline CE manifestations (e.g., Harmeling et al., 2017;Brodie et al., 2011;Kumar et al., 2010). ...
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... By contrast, prevention-focused customers' primary desire is to remain virus-free (Higgins, 1997), to which platform-mediated service interactions are also conducive, given their lack of face-toface contact. Therefore, to cater to promotion-and preventionfocused customers during lockdown, managers are advised to develop and maintain a range of service interaction platforms (Vilnai-Yavetz and Levina, 2018), including ecommerce websites, mobile apps, brand communities or virtual realitybased touchpoints (CapGemini, 2020;Hollebeek et al., 2020;Viswanathan et al., 2017), which are instrumental in engaging these consumers. ...
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... Studies conducted by different researchers acknowledges the wide spectrum and broad gamut of content delivered through various channels digitally ranging from newsletters, podcasts, live streaming videos, interactive quizzes, downloadable content info graphics, virtual conferences, webinars, and a huge amount of freely available content for consumers who subscribe (Harris 2017;Taylor 2012;Viswanathan, Hollebeek, Malthouse, Maslowska, Kim, and Xie, 2017). ...
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