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 Read More »
Author: Julia Fehrer, Herbert Woratschek, Claas Christian Germelmann
Contributor: eb™ Research Team
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 Read More »
Author: Eleni Papaoikonomou, Carmen Valor, Carlos Martínez de Ibarreta
Contributor: eb™ Research Team
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 Read More »
Author: Virginie De Barnier, Stephane Salgado, Anne Marie Guerin
Contributor: eb™ Research Team
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 Read More »
Author: Antonio C. Cuenca, Enrique Bigné, Antonio Hyder
Contributor: eb™ Research Team
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 Read More »
