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Engagement valence duality and spillover effects in online brand communities
Engagement valence duality and spillover effects in online brand communities
Jodie Conduit
Birgit SolemRelated Papers
2018 •
Readers are asked to use the official publication in references. Abstract Purpose – The current service landscape is increasingly dynamic, and consumers' engagement in market-related behavior is constantly changing. Developments in technology further influence this continuous dynamism. Therefore, it is important to understand the factors that may cause different engagement valence, especially as only some consumers actively engage in online platforms. This paper characterizes factors that positively and negatively influence consumer engagement and suggests theoretical and managerial implications for the different factors that determine consumer engagement. Design/methodology/approach – This paper conceptualizes factors that influence consumer engagement based on their characteristics (behavioral, emotional, and cognitive) and the type of influence (positive or negative). The study uses customer-dominant logic of service, which focuses on emancipated customers and idiosyncratic customer logic, rather than on provider-orchestrated customer experiences of brands, firms, or offerings. An abductive research approach is used to qualitatively explore consumer engagement in the context of online interest communities. Findings – The study identifies the behavioral, emotional, and cognitive factors that positively and negatively determine consumer engagement in the context of online interest communities. Research limitations/implications – Through the focus on customer logic, the study provides a detailed and nuanced view of factors that influence consumer engagement. Future research is needed to explore how this framework can be applied to other online communities and different service contexts. Practical implications – The paper provides insights into the presence of an interest area in consumers' lives. The study indicates how firms may be involved in consumers' lives and how firms may create successful customer relationships based on consumer engagement. Originality/value –This study enhances previous research in four ways: 1) by characterizing factors that determine engagement, paying particular attention to its negatively valenced factors and examining the interplay of the factors that positively and negatively influence engagement, 2) by describing consumers' connection to the interest area instead of positioning the brand as the link between the consumers and the provider, and 3) by discussing the theoretical and practical challenges associated with understanding and managing consumer engagement.
This study advances the conceptualisation and operationalisation of consumer engagement in the context of online brand communities (OBCs). Past scholarship has only partially addressed the dimensionality of engagement and the different engagement foci, and these oversights have important theoretical and empirical consequences. This study contributes to the nascent stream of research that aims to theoretically refine and operationalise engagement by espousing the duality of engagement with two engagement foci (brand and community) and seven sub-dimensions of consumer engagement. Using qualitative data from consumers and experts, three survey data sets based on English and French samples, and two pools of mirrored items (one for each engagement focus), the study develops and validates a dual-focus 22-item scale of consumer engagement that can be used to operationalise engagement with various consumer engagement objects.
The practitioner literature is replete with examples of firm efforts to engage consumers. However, the existing relationship marketing constructs focus primarily on customer retention. This research examines those offerings or activities of firms that aim to engage prospects, potentials, customers and their extended relationships, together addressed as consumers in this research. Contributing to the recent efforts to expand the domain of relationship marketing, this research develops the construct of Consumer Engagement, which is the intensity of the consumer’s participation and connection with the organization’s offerings and/ or its organized activities. Using several qualitative methods, this research develops the construct of Consumer Engagement, differentiating it from existing constructs, such as involvement and customer communities. The qualitative studies in this research show that consumers may be engaged with offerings (e.g. iPod), activities (e.g. Beauty workshops), institutions (Ikea), or brands (e.g. Apple). These offerings/ activities might come from profit-making or non-profit organizations. Engagement might be in the presence or absence of other consumers, and might happen online or offline. Consumers may also be engaged through activities organized by the businesses or by consumers themselves. Using established quantitative scale development procedures, the consumer engagement scale is developed, refined and validated. Consumer Engagement is a three-dimensional, second-order construct, composed of enthusiasm, conscious participation and social interaction. These dimensions are verified using exploratory and confirmatory factor analysis and validated on three different data sets, representing product usage, retail service and activity. The exploration of consumer engagement helps us understand the participation and connection of consumers, independent of their commercial transactions with the company. This research shows that even routine products and brands can engage a consumer, which, in turn, positively influences their connection with the firm, and feelings of goodwill towards and intent to do business with the firm.
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Exploring positively- versus negatively-valenced brand engagement: A conceptual model2014 •
Journal of Marketing Management, Forthcoming, DOI
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