Brodie / Hollebeek / Conduit Customer Engagement

Contemporary issues and challenges
Erscheinungsjahr 2015
ISBN: 978-1-317-53316-0
Verlag: CRC Press
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 314 Seiten

How customers and consumer behavior has been changing due to technology and other forces is of prime interest. This book addresses the central questions regarding new emerging consumer behavior; how does social media affect this behavior; how and at what points do emotions affect consumer decisions; and what triggers this; is: How should engagement be conceptualized, defined and measured? How do social media and other marketing activities create engagement?

The book draws on the rich, extensive knowledge of the authors who are pioneers in the field. The editors of this book has identified the weakness in the current knowledge and aim to address this gap by touching on a number of significant conceptual and empirical contributions to this emerging literature stream, providing readers with a comprehensive contemporary perspective of customer engagement. The book also endeavors to develop a deeper narrative around the notion of social media and customer engagement as well as the non-monetary notion of social media within new media-based social networks.

Autoren/Hrsg.

Brodie, Roderick J.

Hollebeek, Linda

Hollebeek, Linda D.

Conduit, Jodie

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Part 1: Engagement Conceptualisations 1. Customer Engagement and Value Co-creation 2. Economic Outcomes of Customer Engagement: Emerging findings, contemporary theoretical perspectives, and future challenges 3. Partner Engagement: A perspective on B2B engagement 4. Exploring Customer Engagement: A Multi-stakeholder perspective Part 2: Engagement, Interactivity, Social Media and Technology 5. Creating Brand Engagement on Digital, Social and Mobile Media 6. Social Media Engagement: A construct of positively and negatively valenced engagement behaviours 7. Nature and Purpose of Engagement Platforms 8. Customer Engagement in Technology-Based and High-Contact Interfaces 9. Website Engagement Part 3: Managerial Applications of Engagement 10. Strategic Drivers of Customer and Employee Engagement: Practical applications 11. Customer Engagement with a Service Offering: A framework for complex services 12. Brand Co-creation through Social Actor Engagement 13. Extending the Tourism Experience: The role of customer engagement Part 4: Emerging Customer Engagement Contexts 14. Developing a Spectrum of Positive to Negative Citizen Engagement 15. Negative Customer Brand Engagement: An overview of conceptual and blog-based findings

Über Autor(innen)

Roderick J. Brodie is Professor in the Department of Marketing at the University of Auckland of Business School, New Zealand.

Linda D. Hollebeek is a Senior Lecturer at the Waikato Management School, University of Waikato (Department of Marketing).

Jodie Conduit is a Senior Lecturer at the University of Adelaide Business School.