Customer Engagement (eBook, PDF)

Contemporary issues and challenges
Redaktion: Brodie, Roderick J.; Conduit, Jodie; Hollebeek, Linda D.

• Format: PDF

Produktbeschreibung

How customers and consumer behavior have 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 book's editors have identified the weakness in the current knowledge and aim to address this gap by touching on 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 richer narrative around the notion of social media and customer engagement, and the non-monetary notion of social media within new media-based social networks.

---

Dieser Download kann aus rechtlichen Gründen nur mit Rechnungsadresse in A, B, BG, CY, CZ, D, DK, EW, E, FIN, F, GR, HR, H, IRL, I, LT, L, LR, M, NL, PL, P, R, S, SLO, SK ausgeliefert werden.

Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 314
• Erscheinungstermin: 14. Dezember 2015
• Englisch
• ISBN-13: 9781317533160
• Artikelnr.: 44472930

Autorenporträt

Roderick J. Brodie is a Professor at the Department of Marketing University of Auckland, New Zealand. Linda D. Hollebeek is a Senior Lecturer at the Graduate School of Management, University of Auckland, New Zealand. She is also Associate Professor (Adjunct) at the NHH Norwegian School of Economics, Bergen, Norway. Jodie Conduit is a Senior Lecturer at the Adelaide Business School, University of Adelaide, Australia.

Inhaltsangabe

Editorial
Roderick J. Brodie
Linda D. Hollebeek and Jodie Conduit Part 1: Engagement Conceptualisations 1. Customer Engagement and Value Co-creation
Matthew Alexander and Elina Jaakkola 2. Economic Outcomes of Customer Engagement: Emerging findings
contemporary theoretical perspectives
and future challenges
Sander F. M. Beckers
Jenny van Doorn and Peter C. Verhoef 3. Partner Engagement: A perspective on B2B engagement
Shiri D. Vivek
Vivek Dalela and Sharon E. Beatty4. Exploring Customer Engagement: A multi-stakeholder perspective
Linda D. Hollebeek Part 2: Engagement
Interactivity
Social Media and Technology 5. Creating Brand Engagement on Digital
Social and Mobile Media
Edward C. Malthouse
Bobby J. Calder and Mark Vandenbosch 6. Social Media Engagement: A construct of positively and negatively valenced engagement behaviours
Rebecca Dolan
Jodie Conduit and John Fahy 7. Nature and Purpose of Engagement Platforms
Christoph F. Breidbach and Roderick J. Brodie 8. Customer Engagement in Technology-Based and High-Contact Interfaces
Katrien Verleye and Arne De Keyser 9. Website Engagement
Antonio Hyder and Enrique Bigné Part 3: Managerial Applications of Engagement 10. Strategic Drivers of Customer and Employee Engagement: Practical applications
Christopher Roberts
Frank Alpert and Carissa Roberts 11. Customer Engagement with a Service Offering: A framework for complex services
Sylvia Ng
Carolin Plewa and Jillian C. Sweeney 12. Brand Co-creation Through Social Actor Engagement
Kamer Yuksel
David Ballantyne
and Sergio Biggemann 13. Extending the Tourism Experience: The role of customer engagement
Kevin Kam Fung So
Ceridywn King and Beverley Sparks Part 4: Emerging Customer Engagement Contexts 14. Developing a Spectrum of Positive to Negative Citizen Engagement
Jana Lay-Hwa Bowden
Vilma Luoma-Aho
and Kay Naumann 15. Negative Customer Brand Engagement: An overview of conceptual and blog-based findings
Biljana Juric
Sandra D. Smith and George Wilks