Add to ORKGThe aim of this research is to add to the growing empirical research around customer engagement and examine if motivational drivers mediate the relationship between personality traits and the online customer engagement behaviours (OCEB); sharing, learning and endorsing. The research was undertaken using an online survey with 401 respondents who interacted with brands online using social media sites; Facebook, Twitter and Instagram. The study provides evidence that the antecedents to online customer engagement behaviour not only interact but that together personality traits and motivational drivers impact specific types of OCEB. These findings help to deepen the understanding of what influences customers to take part in specific OCEBs, and c...
YesThe current research is concerned with identifying and testing the role of three main predictors:...
As consumers increasingly adopt online rather than offline as their preferred communication channel...
Customer engagement has been defined as “the customer’s behavioral manifestations that have a brand ...
It is becoming increasingly important for firms to encourage customer's voluntary contributions beyo...
While the importance of customer engagement has been widely acknowledged, a gap remains in terms of ...
Customer learning is regarded as a process that alters either individual cognition or the outcomes o...
Utilising qualitative and quantitative methods, this thesis examines customer engagement in value co...
Customer engagement behaviours (CEB) on social media have the potential to strengthen relationships ...
Background: As a newly developed industry, online social selling lives has become highly prevalent o...
The rapid development of Internet technologies and pervasive spread of social media in the last deca...
AbstractCustomer engagement is one of todays key research issues and can be defined as first, a psyc...
In recent years, many companies have used social media as part of their marketing and brand building...
This thesis advances the concept of consumer engagement as a valid approach to the conceptualisation...
The current service landscape is increasingly dynamic, and consumers’ engagement in market-related b...
Customer engagement is becoming a more important area in online brand community management. There ar...
YesThe current research is concerned with identifying and testing the role of three main predictors:...
As consumers increasingly adopt online rather than offline as their preferred communication channel...
Customer engagement has been defined as “the customer’s behavioral manifestations that have a brand ...
It is becoming increasingly important for firms to encourage customer's voluntary contributions beyo...
While the importance of customer engagement has been widely acknowledged, a gap remains in terms of ...
Customer learning is regarded as a process that alters either individual cognition or the outcomes o...
Utilising qualitative and quantitative methods, this thesis examines customer engagement in value co...
Customer engagement behaviours (CEB) on social media have the potential to strengthen relationships ...
Background: As a newly developed industry, online social selling lives has become highly prevalent o...
The rapid development of Internet technologies and pervasive spread of social media in the last deca...
AbstractCustomer engagement is one of todays key research issues and can be defined as first, a psyc...
In recent years, many companies have used social media as part of their marketing and brand building...
This thesis advances the concept of consumer engagement as a valid approach to the conceptualisation...
The current service landscape is increasingly dynamic, and consumers’ engagement in market-related b...
Customer engagement is becoming a more important area in online brand community management. There ar...
YesThe current research is concerned with identifying and testing the role of three main predictors:...
As consumers increasingly adopt online rather than offline as their preferred communication channel...
Customer engagement has been defined as “the customer’s behavioral manifestations that have a brand ...