Customer Engagement

This research study the impact of content marketing on customer engagement on Instagram using a research model framework inherited from empirical research of Balio (2017) for the fashion brands in Vietnam. With 199 samples collected and processed, the statistical results prove the model's relevance to the type of post, the time frame for posting, the interaction of the message, the attractiveness of the topic of the post positively affect customer engagement on Instagram. The research results will help fashion executives have a complete view of content marketing and its impact on customer engagement behavior on social media Instagram. This is an essential basis in planning market development strategies, branding, attracting customers, and improving competitiveness.

The emerging ‘customer engagement behaviour’ (CEB) literature predominantly discusses behaviours displayed by paying customers. However, the rise of free offerings, including free product trials, generates a need for re-examining the relevance of the existing paradigm based on paying customers. We propose the concept of ‘non-paying consumer engagement behaviours’ (CEBs) and outline how these may be leveraged to create value for the firm. We define non-paying CEBs as “a non-paying consumer’s motivationally-driven, positive behaviours toward a product, brand or firm, which are predicated on free offerings”. Using mixed methods and two field studies we develop a model of non-paying CEBs. Our investigations confirm that CEBs from previous studies are also applicable to non-paying consumers, but also identify additional CEBs. We examine the value created by non-paying CEBs for the firm, individuals as well as individual networks and indicate ways in which firms can capture value from non-paying consumers.  We make a substantive contribution to extant theory relating to CEBs and enhance the understanding of managerial practice.

The constant development of information and communication technologies (ICT) has led to numerous social and economic changes. In this article, we aimed to identify the framework of use of new technologies in the process of customer value management from the perspective of sustainable development in the context of the concept of the engaged customer. The research objective involves an empirical verification of the forms of customer engagement from the point of view of the utilisation of ICT. To discover and explore the patterns that follow, research based on quantitative methods was carried out. The study was conducted with a sample of 1134 individual respondents from Poland, which is one of the biggest and fastest growing e-market in Europe. The findings prove that in the process of customer value management, informal communication, both offline and online plays a critical role. From the perspective of business practice, a company should stimulate customer engagement by making use o...

Social media brand pages have emerged as an influential relationship-building tool and continue to grow in popularity as an integral part of the marketing strategy across diverse industries. Hence, the purpose of this paper is to provide a framework for building relationships through customer engagement in Facebook brand pages (FBPs).Using a sample of 327 undergraduate Facebook users in Sri Lanka, the conceptual model of the study depicting relationships between eight latent constructs, is tested using structural equation modeling (SEM) in AMOS 21 statistical software.The data analysis reveals that customer engagement with FBPs is positively influenced by customer motivations; information, remuneration, social interaction and personal identity in apparel/fashion, FMCG and hotel/restaurant FBPs. However, the relationship between entertainment motive and customer engagement is found to be insignificant. Additionally, customer engagement is found to be positively related to FBP trust and FBP commitment. Further, the study highlights that the different types of FBPs are guided by different relationship principles. Hence, the strength of the relationships between customer motivations and customer engagement, and, further, the relationships between customer engagement and FBP-specific relationship outcomes are dependent upon the type of the FBP. Moreover, customer engagement is found to be mediating the relationships between motivations (information, remuneration, social interaction and personal identity) and FBP trust. The study provides strategies for FBP marketers. It emphasizes the value of FBPs as an effective marketing tool to build up relationships with customers. Marketers are advised to identify and address what customers expect from the FBPs to engage them on FBPs and strengthening their relationship with the FBP itself. The study provides insights into the nature of engagement in FBPs by incorporating the motivations and FBP specific relationship outcomes of customer engagement in a single framework. The study focuses on the development of a framework explaining the role of customer engagement in building customer relationships with the FBP itself, rather than with the brand.

Keywords Customer engagement, Facebook brand pages, FBP commitment, FBP trust, Motivations for customer engagement

The comprehensive book from Dr. Tavsan and Dr. Erdem: Customer Experience Management: How to Design, Integrate, Measure and Lead breaks down exactly what Customer Experience is, and how to manage it.
In 2017, in collaboration with Dr. Erdem, Dr. Tavşan designed a ''Customer Experience Management'' curriculum as a Bologna-accredited graduate level course and became the pioneering academician lecturer on ''Customer Experience Management'' as a standalone course.

In a landscape of growing online consumer/firm interactions digital content marketing (DCM), which aims to foster consumers' brand engagement and trust, is on the rise. However, despite significant practitioner interest academic DCM research is lagging, resulting in an important knowledge gap. Based on an extensive review we conceptualize DCM as the creation and dissemination of relevant, valuable brand-related content to current or prospective customers on digital platforms to develop their favorable brand engagement, trust, and relationships (vs. directly persuading consumers to purchase). We also develop a conceptual framework that identifies important consumer-based DCM antecedents, including uses-and-gratifications (U&G)-informed functional, hedonic, and authenticity-based motives for DCM interactions. DCM's first-tier, intra-interaction consequences include consumers' cognitive, emotional, and behavioral engagement that foster brand-related sense-making, identification, and citizenship behaviors, respectively. These in turn trigger DCM's second-tier, extra-interaction consequences of brand trust and attitude, which successively contribute to the development of DCM's third-tier, value-based consequences of consumer and firm-based brand equity. We summarize our findings in a set of Fundamental Propositions (FPs) of DCM and conclude by deriving key implications from our analyses.

In a nutshell, co-creation is described as a way to open up a company to the outside world, helping to generate product innovations and to update brand meanings. Drawing on the online community and co-creation literature, this paper aims at contributing to exploring the main intra-organizational challenges of online customer co-creation for innovation, from the viewpoint of middle managers. The intent is to broaden the existing conceptual understanding of the main internal factors hindering customer co-creation but also of the practices that could be adopted to best manage the related challenges. The study adopts a qualitative approach and is based on the results of eight in-depth, semi-structured interviews with digital and marketing managers, working closely with co-creation initiatives in the Italian food industry, with the aim of exploring intra-organizational challenges perceived by those who are directly involved in co-creation implementation. The results complement existing literature by 1) offering a more longitudinal vision of the implementation process-and the related internal hurdles, 2) identifying the most appropriate coping strategies and 3) formulating some hypothesis that could support an interpretative model of the capabilities needed to start the process and managing it in a strategic perspective.

Research addressing the micro-foundational theoretical entity of customer engagement (CE) has proliferated in recent years. In parallel, the macro-foundational theory of service-dominant (S-D) logic is thriving. While the fit of CE/S-D logic has been recognized, insight into this theoretical interface remains tenuous, as explored in this paper. We develop an integrative, S-D logic–informed framework of CE comprising three CE foundational processes, which are required (for customer resource integration), or conducive (for customer knowledge sharing/learning) CE antecedents. While customer resource integration, in some form, extends to coincide with CE, customer knowledge sharing/learning can also do so. We also identify three CE benefits (customer individual/interpersonal operant resource development, cocreation) as CE consequences, which can also coincide with CE. Deploying the framework, we revise Brodie et al.'s (Journal of Service Research, 14(3), 252–271, 2011) fundamental propositions of CE and apply these to customer relationship management. We conclude with theoretical and managerial implications, followed by future research avenues.

Brand Activation claimed to be a promotional tool use by organizations in order to induce their customers towards the brand. Literature evidence proves brand activation as an experiential learning technique compels customers to retain brand related information within the minds. The inconclusive literature on brand activation provides the platform further to investigate the area of brand activation with customer driven concepts. The review enlighten the avenues of brand activation in advance, customer engagement use as the outcome variable with brand activation as the predictor variable. The study adopted the literature and case review as the methodology. The review identified that brand
activation is as a manipulative factor on customer engagement, and customer loyalty is the final result of it.

Following the proliferation of customer engagement behavior research, rising interest is observed in marketing-based stakeholder engagement behavior, which covers any stakeholder'sincluding a customer's, employee's, firm's, supplier's, competitor's, etc.behavioral engagement in his/her role-related interactions, activities, and relationships. However, despite its importance, understanding of the stakeholder engagement behavior concept remains tenuous, as therefore addressed in this paper. We first conceptualize stakeholder engagement behavior as a stakeholder's behavioral manifestation toward his/her role-related interactions, activities, and relationships, followed by an exploration of the effect of influencor-exerted social influence on an influencee's stakeholder engagement behavior. We argue this effect to manifest as stakeholder engagement behavior conformity,-compliance, or-reactance, depending on the influencee's level of acceptance of the influencor's exerted influence. In turn, we propose stakeholder engagement behavior conformity,-compliance, and-reactance to yield cooperation, coopetition, or competition in the influencor/influencee relationship, respectively, as depicted in a conceptual model and an associated set of propositions. By investigating the interface of social influence, stakeholder engagement behavior, and its prevailing relational consequences (i.e., cooperation, coopetition, and competition), our analyses offer novel theoretical acumen and actionable managerial insight.

Customer knowledge management (CKM) is necessary for firms in order to benefit from customer engagement which is referred as active involvement in innovative product or service development. Providing customized product and enhancing quality of service and product without successful CKM is not possible. However, organizations face major challenges concerning CKM. In this study, organizational, human and technological challenges of CKM were investigated. Then, the CKM development phases in the organizations are discussed. Finally, the organizational, human and technological challenges of each phase and the main CKM process of each phase are identified. Scholars and practitioners can use this research to estimate the current CKM phase of each organization and the challenges that the firms might face during the current and upcoming phases.

Purpose-While the consumer engagement (CE) concept is gaining traction in the literature, little remains known regarding the ways in which consumers displaying differing cultural traits engage with brands, and their differences. This paper explores CE with brands for consumers exhibiting differing cultural traits, and develops a set of research propositions for these individuals' cognitive, emotional, behavioral and social CE in brand interactions. These propositions, collectively, reflect consumers' individual-level cultural CE styles-consumers' motivationally-driven disposition to think, feel, act, and relate to others in a certain manner characteristic of their specific individual cultural traits in brand interactions. Design/methodology/approach-In this conceptual paper, literature is reviewed in the areas of CE and its conceptual relationship with Yoo et al.'s (2011) individual cultural values. Findings-Key differences between individual-level cultural traits and consumers' ensuing cognitive, emotional, behavioral and social CE with brands are addressed in a set of research propositions based on Yoo et al.'s model of individual cultural values, from which the concept of individual-level cultural CE styles is developed. Implications-This research explores differences across individuals displaying differing cultural traits and their ensuing CE with brands, which remains underexplored to-date. It also develops the concept of individual-level cultural CE styles, which reflect consumers' characteristic cultural trait-based cognitions, emotions, behaviors, and social dynamics in engaging with particular brands. Practical implications-The outlined managerial implications reveal that unique marketing approaches are expected to be effective for engaging consumers exhibiting different cultural traits with brands, based on their distinctive CE styles (e.g. focusing on personalized interactions (interactions that stress consumers' similarity to/fit with salient others) for individualist (collectivist) consumers, respectively. Originality/value-This paper makes two important theoretical contributions. First, by offering a conceptual analysis of consumers displaying differing cultural traits and their ensuing engagement with brands, it provides an early attempt to explore individual-level cultural CE-based differences. Second, it develops the concept of individual-level cultural CE styles, which is expected to hold important theoretical and managerial implications.

Research Question: Social media platforms provide opportunities for athletes to promote their personal brands and attract engagement from consumers. Through this research, we examined the factors that influence social media engagement (likes and comments) with athlete content on Instagram. Research Methods: We monitored the posting habits of every MLS player with a public Instagram profile over a one-month period. In total, 1727 Instagram posts from 289 male professional athletes were included in the study. Drawing upon self-presentation theory, the Model of Athlete Brand Image, and relationship marketing, each post was dummy coded according to its content type and the overarching marketing orientation reflected by the characteristics of the post. Results and Findings: Results from ANOVA and hierarchical regression tests indicated the Athletic Performance content type attracted higher rates of consumer engagement than other content types. Posts containing good quality photos, and the athlete's teammates positively influenced engagement rates; whereas including hashtags negatively influenced engagement. Implications: Overall, this research extends knowledge surrounding athlete branding via social media and supports that impression management adopting a relationship marketing approach facilitates improved consumer engagement. Through this research we develop the Model of Athlete Branding via Social Media, which athletes and sport professionals can use to guide their social media strategy. ARTICLE HISTORY

The establishment and maintenance of enduring customer–
provider relationships remains a primary objective for
many service providers. In addition to providing satisfying experiences, customer loyalty is likely to be earned through relational determinants such as trust, customer delight, commitment, and involvement within the service relationship. Despite this, few studies have explored how these constructs combine to engage customers and determine customer loyalty over time. Through this research the authors examine the effect of these constructs on loyalty using a structural equation modeling approach and a sample of 474 service consumers in the restaurant industry. They also examine the extent to which service experience moderates the effect of these relational determinants on loyalty. The results indicate that satisfaction, trust, and delight ultimately generate customer loyalty in the restaurant industry. Interestingly the salience of the relational determinants in the development of loyalty did not differ significantly based on the customer’s level of relationship experience. The findings of the authors in this research have important strategic implications for restaurateurs managing the customer–provider relationship, and for service managers who predominantly rely on the measurement of satisfaction to monitor customer loyalty.

Chapter 12 focuses on achieving profitability through creating relationships with customers from the right segments, and then finding ways to build and reinforce their loyalty using the Wheel of Loyalty as an organizing framework. This chapter closes with a discussion of customer relationship management (CRM) systems.

Customer Brand Engagement (CBE) is an important, timely concept, particularly for service brands using interactive social media channels. This research involved elucidation of the main characteristics of CBE, development and evaluation of a social media adapted CBE measurement scale and hypothesis testing to position CBE in social media among other relationship concepts. We identified CBE as a unique concept using a repertory grid, adapted a three-dimensional organisational behaviour scale and validated the scale using questionnaire and panel data. The scale is reliable for the measurement of CBE in interactive social media contexts, incorporating physical, emotional and cognitive psychological engagement states, as demonstrated with exploratory and confirmatory factor analyses. We found significant effects of customer participation and brand involvement on CBE, and of CBE on brand loyalty through brand experience and satisfaction. This paper demonstrates the complexity (multidimensionality) of CBE and shows how it can be measured appropriately in interactive contexts.

Apprenticeship Business Administration - Unit 75 – Understand the customer service environment:
Explain the value of customer service as a competitive tool
Explain the process of mapping the customer journey and its importance in delivering effective customer service
Describe techniques used to identify service failures
Explain the concept and importance of the service profit chain
Describe methods of measuring organisational effectiveness in the delivery of customer service
Explain the importance of a brand to customers and to an organisation
Explain how branding can influence customers' perception of an organisation and its products and/or services
Explain the potential impact of good and poor customer service on a brand
Explain the features of different customer service models and customer service standards
Explain the relationship between customer service and operational areas of an organisation
Explain the relationship between customer service and continuous improvement processes
Explain the costs and benefits of customer service to an organisation
Explain the impact of organisational values on how customers create their expectations
Explain how organisational values impact on meeting customer expectations
Explain the implications of consumer-related legislation on customer service delivery
Explain the implications of confidentiality and data protection legislation for the collection, storage and use of customer information

This article reports on a study that aimed to identify the important elements of financial inclusion based on a literature review and a case study of agency banking. The study explored and applied literature review findings and utilised a case study approach, notably of three renowned commercial banks in Zimbabwe, to illustrate the importance of financial inclusion through enhanced agency banking in competitive markets. An instrumental case study (cross-sectional) research protocol was employed for the three selected banks. A mixed methods approach was used to collect responses from the respondents in the field which included 10 agency banking department managers, 70 active agency bankers, and 300 active account holders or customers from the three selected banks. The researcher utilised an instrumental case study protocol which showed that the procedure for a standardised approach in carrying out more than one case study (for the three selected banks). The primary data was analysed and interpreted using SPSS, in line with the themes, devised from the research objectives. Structural equation modelling was applied so as to check the causal relationship between variables. It suggests a framework for building and fostering financial inclusion through agency banking. The findings showed that financial inclusion needs to be aligned to the corporate needs and processes to help deliver customer or depositor promises. The level of consistency along financial inclusion through agency banking, targeted towards the customers or depositors is critical to the success of agency banking by any banking or financial institution.

iGaranti have claimed many awards and recognitions, in addition to the wide press coverage. Two years into its launch, iGaranti counted for an active user base of 110 k. However, the spread of its reach was only about 2 % of the active mobile banking users in the market. Mr. Yılmaz worried about the bottlenecks that had limited further user acceptance and engagement.

In today’s market, firms expect customers to not only consume their offerings, but also to market these offerings indirectly through different engagement behaviors. This study is conducted to examine factors that may drive customers to engage with restaurants. The research builds on the theory of engagement and relationship marketing literature to propose that customer perceived value (CPV) and relationship quality (RQ) are antecedents of CE. In addition, a mediated relationship between CPV and CE through RQ is examined to better understand the effects of CPV on CE. Customer value consciousness (CVC) is incorporated into the model as a boundary condition of the hypothesized positive impacts of CPV on CE and RQ. Findings demonstrate support to the relationships hypothesized. Further, the study develops the ‘value get, value’ framework to extend research on customer relationship and engagement. Findings are discussed in detail with implications for theory and practice.

Traditional marketing strategies are no longer instrumental in driving the attention of the consumers towards a brand. Consumers are indulging more in spending their time searching online and being fully informed about a product before making a buying decision. Digital marketing strategies have taken over primitive marketing and advertising strategies. With regard to digital marketing strategy, content marketing strategy has evolved as the most valuable technique for customer engagement. Content marketing of ers consumers opportunity to analyze a product without the need to actually purchase it. For engaging consumers in a relationship with a brand beyond the purchase, content marketing technique is resorted to by businesses. The present review paper is an attempt to understand the role of content marketing in customer engagement with a special reference to the Indian scenario. This is done by analyzing the existing stock of literature present in the area of research. The findings of the present study reveal that Content marketing has a long way to go in India for ensuring customer engagement. Authentic and non-plagiarist content features to be the major problem encountered in ensuring customer engagement through the means of content marketing.

Growing usage of social media has provided marketers a better space to engage with customers. However, research examining effects of social media marketing from the perspective of branding, has been relatively unexplored. Further, few researches on international branding have investigated the influence of brand's localness/non-localness on consumer-brand relationships. The purpose of this paper is to increase an understanding of the antecedents of social media marketing and their effects on purchase intention, as well as the moderating influence of local and nonlocal brands on these relationships. Data were collected online from 343 social media users in Saudi Arabia. The research model was empirically tested using structural equation modeling. The findings support most of the proposed direct and moderating effects. Brand trust, brand community, brand awareness and interaction were found to influence purchase intention. Brand origin had a moderating effect in the relationships between brand trust and interaction with purchase intention. The proposed framework contributes to social media marketing and branding research by integrating the contingent effect of brand localness and non-localness. Detailed discussion of the theoretical and practical implications concludes the paper.

Purpose – Social media brand pages have become instrumental in enabling customers to voluntarily participate in providing feedback/ideas for
improvement and collaboration with others that contribute to the innovation effort of brands. However, research on mechanisms which harness
these specific customer engagement behaviours (CEB) in branded social media platforms is limited. Based on the stimulus–organism–response
paradigm, this study investigates how specific online-service design characteristics in social media brand pages induce customer-perceived value
perceptions, which in turn, stimulate feedback and collaboration intentions with customers.
Design/methodology/approach – Data collected from 654 US consumers of brand pages on Facebook were used to empirically test the proposed
framework via structural equation modelling.
Findings – The theoretical framework found support for most hypothesized relationships showing how online-service design characteristics induce
an identified set of customer value perceptions that influence customer feedback and collaboration intentions.
Research limitations/implications – The sample is restricted to customer evaluations of brand pages on Facebook in the USA. Practitioners are
advised to maximize online-service design characteristics of content quality, brand page interactivity, sociability and customer contact quality as
stimulants that induce brand learning value, entitativity value and hedonic value. This then translates to customer feedback and collaboration
intentions towards the brand page.
Originality/value – The findings have important implications for the design and optimization of online services in the customer engagementinnovation
interface to harness CEBs for innovation performance.
Keywords Customer value, Social media, Online services, Customer participation, Customer engagement behaviour

Social networking is the fastest-growing area of concern among marketing researchers. The goal of this research is to demonstrate the practical viewpoints of social media marketing that lead to a positive customer experience that helps companies in many ways to promote and attract more potential consumers. Using comprehensive literature review, the research gave businesses legit reasons for embracing social media as one of the support mediums along with mainstream media to improve consumer experience. During the dissertation, there are some complications to be found. Some literature reviews have been outdated, and some possible researches could not be available online. Though from the existing research we found the possible materials to bring an accomplishment of this research. This paper gathered data from a sample of 200 Bangladeshi consumers through questionnaire- based survey, and performed data analyzes using map analysis tool. There are three main problems in this research, the first question is, “What are the influencing factors that influence customers of using social media marketing?”. The second question is, “Why Daraz Bangladesh is failing customer involvement in its business?”. The third question is, “How Daraz Bangladesh can improve their customer satisfaction through social media advertising? After this research, we find out the solutions by planning strong and competitive Daraz marketing strategy on social media, improve its service quality and attract their customers by satisfying their desires.

People are the most important element in the success and failure of an organization. Employees of an organization will play a vital role in achieving the competitive edge through enhancing customer satisfaction through providing an effective service.
The main objective of this research is to conduct a research in order to assess the Frontline staff contribution towards customer satisfaction of ABC (Pvt.) Ltd of Sri Lanka.
The main purpose of the research is to facilitate a sound guidance to the management of ABC (Pvt.) Ltd in discovering the various measures that can be embraced to ensure a satisfaction of the workforce towards achievement of the organizational goals and objectives effectively in a systematic way. The education industry is a service industry that harvest a knowledgeable generation to the world in future and the selected company for the research is well known leading institute for ICT education in Sri Lanka.
A qualitative case study research methodology is planned to use to study and analyze the existing situation prevailing within the context of the company, using a voluntary and anonymous questionnaire providing for both customers and employees in order to identify the most crucial information in a most effective manner.
The literature review will reflect theoretical aspects of the research which will provide a clear assistance in justification of the research problem. This will formulate suggestions in approaching towards establishing a satisfied working environment within the company and how enhancement of the front office staff satisfaction will relate towards achieving the customer satisfaction, whilst driving towards enhanced productivity. Further, the proposal will direct to investigate the above problem statement which will ultimately help the company to identify their current destructives in maintaining their workforce and to provide a quality service to their customers.

Social media technology offers a new way of modern and powerful marketing strategy due to its interactivity, popularity and audience reach. Industry managers are getting aware the importance of social media adoption to engage their customers as the process to deliver value and strenghten relationship. However, to what extant Malaysian industries engage with social media is still not known. Therefore, this paper aimed to provide an overview of the use of social media for customer engagement among Malaysian Automotive Industry and analysis of their success. Data collected through content analysis method to the top 20 Malaysian automotive companie's website and Facebook found that all Malaysian automotive companies have at least one social media presence and Facebook is the most popular platfrom among others. It indicated that the companies have begun to fully embrace the enormous benefits that social media offers. However, despite their presence in multiple platforms and highly responsive of their customer service, most of the company fails to attract sufficient customer engagement that leads to the failure of their Facebook campaign. Lastly, suggestions to Malaysian managers are also provided.

Customer engagement has recently emerged in both academic literature and practitioner discussions as a new prespective in customer relationship management that aims to build brand loyalty. It is encouraged the emergence of new interaction channels, namely social media and the growing popularity of the Internet, which allows the company to interact more intensively with its customers. However, empirical investigations about customer engagement is relatively limited. This study aims to examine the effect of customer engagement on brand loyalty that mediated by customer satisfaction and brand trust on the mobile phone operator services. Researchers used an online survey approach on a sample of 140 customers who become the followers of twitter company account, namely @XL123. Data were analyzed using path analysis. The results showed that customer engagement influence customer satisfaction and brand trust positively, but has no effect on brand loyalty. Customer satisfaction has positive influence on brand trust, but has no effect on brand loyalty, and brand trust influence brand loyalty positively. This study contributes to the literature on customer engagement in the context of mobile telecommunications, with empirical evidence significant influence of customer engagement to customer satisfaction.

The present study assessed the social media use behavior of luxury
hospitality facilities and offers suggestions to improve organic post
effectiveness. All five-star tourism facilities operating in Turkey were
incorporated into the study and publicly available post data on
Facebook accounts of 441 facilities (out of a total of 612) were
examined in the high tourist season (August) for one month. Data
on 2,012 Facebook posts were obtained manually and filtered down
to 1,847. The collected post data were subsequently coded using
a content analysis form and analyzed via ordinal regression. The
results highlighted the positive effects of interactive content and
vivid content as well as the significance of the content type in
achieving higher interaction among followers. The facility location
and category (hotel, holiday village, thermal hotel) also emerged as
significant factors affecting follower interactions.
本研究对豪华酒店设施的社交媒体使用行为进行了评估，并提出了
提高有机岗位效能的建议.所有在土耳其运营的五星级旅游设施均纳
入研究，并在Facebook账户上公开发布数据，其中441个设施（共
612个）在旅游旺季（8月）进行了为期一个月的调查.2012年facebook
帖子的数据是手动获取的，并过滤到1847年.随后，使用内容
分析表对收集的岗位数据进行编码，并通过顺序回归进行分析.研究
结果突出了互动内容和生动内容的积极作用，以及内容类型对提高
追随者互动的意义.设施位置和类别（酒店、度假村、热酒店）也成
为影响追随者互动的重要因素.

In today's highly dynamic and interactive business environment, the role of 'customer engagement' (CE) in co-creating customer experience and value is receiving increasing attention from business practitioners and academics alike. Despite this interest, systematic scholarly inquiry into the concept and its conceptual distinctiveness from other, associated relational concepts is limited to-date. This paper explores the theoretical foundations of CE by drawing on relationship marketing theory, and the service-dominant (S-D) logic. The analysis also examines the use of the term 'engagement' in the social science, management and marketing academic literatures, as well as in specific business practice applications. Five fundamental propositions (FPs) derived from this analysis are used to develop a general definition of CE, and distinguish the concept from other relational concepts, including participation and involvement. The five propositions are used in the development of a framework for future research, the undertaking of which would facilitate the subsequent refinement of the conceptual domain of CE. Overall, CE, based on its relational foundations of interactive experience and the co-creation of value, is shown to represent an important concept for research in marketing and service management. 2

Purpose-Despite Schau et al.'s (2009) pioneering research addressing consumers' community engagement practices, scholarly understanding of the nature and dynamics characterizing consumers' engagement practices in virtual (online) brand communities, and their interrelationships , is limited to-date. Building on these authors, we develop a refined typology and process model of virtual brand community engagement practices (VBCEPs). Design/methodology/approach-Employing netnographic methodology, we analyze 20 Louis Vuitton community members' entries posted on the Louis Vuitton section of The Purse Forum. Findings-We develop an eight-component VBCEP typology that refines Schau et al.'s (2009) four-component model of brand community engagement practices. The model comprises 'greeting,' 'regulating,' 'assisting,' 'celebrating,' 'appreciating,' 'empathizing,' 'mingling' and 'ranking' (the italicized practices are newly-developed, thus extending Schau et al. in the virtual brand community context). These practices contribute to and maintain the community's vision and identity, and strengthen shared community consciousness. Research limitations/implications-A key limitation of this research lies in its findings being generated from a single, luxury virtual brand community. Future research may thus wish to validate our VBCEP typology and model across different contexts. Practical implications-We provide strategic managerial recommendations designed to leverage virtual brand community performance, which center predominantly on the social (altruistic) and achievement-based VBCEP sub-processes. Originality/value-Our eight-component VBCEP typology refines Schau et al.'s four-component model of brand community engagement practices with particular applicability to virtual brand communities.

Abstract
Purpose – To understand how customer engagement has been researched in the last decade, the
purpose of this paper is to provide a systematic review of customer engagement research in the
existing literature, derive a comprehensive definition of customer engagement and summarize few
important and basic issues that future research should address.
Design/methodology/approach – An extensive literature review was carried out on customer
engagement spread over 38 journals identified from online academic databases of Scopus, Emerald,
EBSCOS and Science Direct. A total of 66 conceptual and empirical articles on customer engagement
research spanning from 2005 to 2015 were analyzed based on different classification schemes.
Findings – Customer engagement is becoming a key concept in marketing. Customer engagement is a
multi-dimensional concept comprising of cognitive, emotional, behavioral and social dimensions.
The theoretical foundations of this concept predominantly lie with relationship marketing and servicedominant
logic. Research on customer engagement has gained a significant pace in the last six years
(2010-2015) but most of the articles on customer engagement have come from developed countries.
Research limitations/implications – By providing the distribution schema of customer
engagement articles based on different criteria and by highlighting the future research avenues,
this study is believed to serve as a valuable tool for researchers to understand the current scenario
of customer engagement research in the marketing discipline and take this research area forward.
This study acknowledges limitations with respect to its exclusive search criteria, which might affect
its generalizability.
Practical implications – This study exhibits the favorable outcomes organizations can derive by
building and managing an engaged customer base. The more an organization knows about how to engage
its customers, the better adept it will be to enact so. Therefore, understanding customer engagement is
imperative in that regard; this review will help organizations comprehend that better.
Originality/value – This is the first systematic review of customer engagement that provides a
detailed understanding of the current state of customer engagement research on a single platform and
also draws a comprehensive customer engagement conceptualization.
Keywords Customer engagement, Literature review, Consumer engagement,
Consumer brand engagement, Customer brand engagement
Paper type Literature review

Social Media is today an essential aspect of each brand's customer engagement. But brands still act as if they have not mastered the medium, found the right tone, or offered the right relationship anchor to its fans on the social space. Social media is a fast growing part of the Internet usage for Indians. This study focuses on utilitarian websites like Classified Advertising Websites on the social space. The study has focused on leading real estate websites in India and their social media usage on major social media networks such as Facebook, Twitter and Youtube. This method of observation and documentation has been used to gain insight into the social media space usage. The authors have used a snapshot of content and measured engagement actions of the followers to offer insight into the social media usage. The key purpose of social media messaging were found to be informational /educational content to the users. This is a primary driver for utilitarian websites. The cognitive nature of brand posts were then amplified by detailed articles on the respective websites. The brands have been able only to drive consumption of content and were yet to develop strategies that would allow the brands to have a conversation with fans, or co-create content with them.

The aim of this study is to examine the influence of customer engagement on affective commitment in hospitality sector. Customer engagement has recently emerged in both academics and practitioners as an outstanding customer relationship construct and as a predictor of affective commitment. However, empirical examination on customer engagement is relatively limited. As hospitality sectors have widely adopted customer engagement practices for managing customer relationships, further understanding of this notion is important. Descriptive statistics, correlation, regression analysis and a sample of two hundred thirty service customers were used in the hospitality sector. Samples consisted of customers from four star hotels, (sixty one percent) and five star hotels, (thirty nine percent) in Jammu and Kashmir, India. The findings suggest that customer engagement have significant and positive effects on affective commitment in the hospitality sector. The results can prove vital to practitioners in engaging customers while branding and marketing their products and services so as to strengthen a customer emotional and loyal base. Moreover, customer engagement acts as a useful tool in the relationship building strategies in hospitality sector. This research not only expands the academic research on customer engagement but also presents an outline for service firms particularly hospitality to improve and design their customer engagement activities. This research also offers number of vital avenues for future research.

In today’s fully connected world, companies seek new ways to increase marketing communication effectiveness and customer loyalty towards brands. They adopt various kinds of new communication methods to reach target customers and personalize experiences through new online tools. Marketing communications become extremely integrated with the digital world.
Research claims, that in these settings, in order to increase brand engagement, establish stronger relationships with customers, and simply, build strong brands, companies must adopt and/or increase the levels of social media usage.

Purpose-In recent years, customer engagement (CE) with brands, which has been shown to yield enhanced firm sales, competitive advantage, and stock returns, has risen to occupy a prominent position in brand management research and practice. Correspondingly, scholars have explored CE's conceptualization, operationalization, and its nomological networks as informed by different theoretical perspectives. However, despite important advances, the intellectual structure of the overall corpus of CE research remains tenuous, as therefore explored in this paper.

Design/methodology/approach-Based on this gap, this study deploys bibliometric-and network analysis to map CE's literature-based landscape. Using bibliometric analysis, important CE-publishing journals, authors, and influential CE articles (2005-2020) are uncovered. Using network analysis, prominent CE themes are also unearthed.

Findings-The results document key CE-publishing journals and authors, and their respective contributions to the literature. Five CE themes are also identified, including CE Measurement/Methods, Online CE, CE's Value Co-creating Capacity, CE Conceptualization, and Customer/Consumer Brand Engagement. Further, an agenda for future CE research is provided based on the presented network analysis results.

Practical implications-The reported findings generate important implications for brand managers. For example, the identified critical role of online (vs. offline) CE offers a range of strategic opportunities, as outlined.

Originality/value-This paper offers a pioneering bibliometric-and network analysis of the CE literature, thus mapping the field. From the identified CE themes, important avenues for further CE research are also identified.

Social media marketing (SMM) is a form of Internet marketing that utilizes social networking websites as a marketing tool. The goal of SMM is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach. Customer engagement means that customers, stakeholders and groups that criticize companies are active participants rather than passive viewers. The opinion of customers on the products, services and brands whether it may be positive or negative can be shared to others via weblinks and feedback can be given to the company also. Companies keep track of these feedback and formulate their marketing strategies and products in line with the same. Each participating customer who is participating online via social media becomes part of the marketing department, as other customers read their positive or negative comments or reviews. New social media marketing strategies enhances customer engagement and this psychologically motivates the Customers to buy the products.