Engagement: A key Bridging Concept Facilitating Scholarly Understanding of the Service-Dominant Logic
The service-dominant (S-D) logic provides an intergrative perspective of markets and marketing which is a precursor for a general theory. However due to its general and abstract nature the language
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06/03/2014
• #Marketing
Conceptualizing the Dynamic and Iterative Nature of Customer Engagement
Along with the perspective shift in marketing theory towards a Service-Dominant (S-D) logic and the change in consumer behavior, due to new media, the Customer Engagement (CE) concept is gaining
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06/03/2014
• #Marketing
Applying Goal theory to Understand Ongoing Engagement in time Banks
Despite the increased membership in time banks, engagement of members is poor: few members conduct transactions and many remain inactive. Based on an online questionnaire, this paper identifies the
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06/03/2014
• #Social Benefit
Consumer Co-Creation as an Experience: what are the Dimensions at Stake in an Ideation Challenge?
Co-creation in innovation processes/projects is now a widespread phenomenon. It aims at ending-up with more valuable ideas, and enhancing market acceptance, As a consequence, ideation platforms such
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06/03/2014
• #Marketing
Does Engaging With a Web Site Lead to Telling Other Users About It?
We propose a model that analyses the relationship between Web site engagement and electronic word of mouth (e-WoM). Three further consequences to engagement relevant for online marketers -return
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06/03/2014
• #Marketing Messaging
Customers, Watch Out! Experimental Insights Into The Detection of Fake Online Reviews
Consumers rely on experiences from other individuals expressed online when forming an attitude about a product and making purchase decisions. However, the trustworthiness of consumers’ online
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06/03/2014
• #Consumer Protection
Consumption of E-WOM: do Acquaintance and Prior Usage Experience Make the Message Fonder?
Word of Mouth communication has gained renewed prominence with the proliferation of electronic Word of Mouth (eWoM). Both types are customer generated sources of information, which are considered
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06/03/2014
• #Customer Satisfaction
Cutting Through the Online Review Jungle – Exploring Strategic Patterns of E-WOM Handling
Consumers frequently consult online reviews before making purchase decisions. In today’s online environment, however, we find an abundance of online reviews for most products and services. In turn,
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06/03/2014
• #Consumer Protection