Overview of engagement concepts
| Concept | Author(s) | Definition | Dimensions \ tenets |
|---|---|---|---|
| Consumer engagement | Brodie et al. (2011) | A motivational state that happens by interactive, co-creative customer experiences with a focal agent/object (e.g. a brand) in focal brand relationships | Multi-dimensional: cognitive; emotional; behavioural |
| Sashi (2012) | Customer engagement focusses on satisfying customers by providing greater value than competitors to build trust and commitment in long-term relationships | Multi-dimensional model of the customer engagement cycle with connection, interaction, satisfaction, retention, loyalty, advocacy and engagement | |
| Vivek et al. (2012) | The intensity of an individual’s participation in and connection with an organisation’s offerings and/ or organisational activities, which either the customer or the organisation initiates | Multi-dimensional: cognitive; emotional; behavioural; social elements | |
| Brodie et al. (2013) | A multidimensional concept comprising cognitive, emotional and/or behavioural dimensions, [which] plays a central role in the process of relational exchange where other relational concepts are engagement antecedents and/or consequences in iterative engagement processes within the brand community | Multi-dimensional: cognitive; emotional; behavioural | |
| Pansari and Kumar (2017) | Customers become engaged with the firm when a relationship based on trust and commitment is satisfying and has emotional bonding | Multi-dimensional: satisfaction; emotion | |
| Harmeling et al. (2017) | A customer’s voluntary resource contribution to a firm’s marketing function, going beyond financial patronage | Multi-dimensional through two tenets, namely, cognitive bonds that enrich the product experience; psychological ownership (task-based) and self-transformation (experiential) that is beneficial to the firm | |
| Online brand community engagement | Algesheimer et al. (2005) | Positive influences of identifying with the brand community through the consumer’s intrinsic motivation to interact/co-operate with community members | Multi-dimensional: utilitarian; hedonic; social |
| Raïes et al. (2015) | Community engagement as a formative construct. The frequency and duration of participation in the community, as well as the level of activities performed by the members in the community indicate the behavioural engagement of community members | Multi-dimensional: affective commitment; calculative commitment; normative commitment; | |
| Online brand community engagement | Baldus et al. (2015) | Online brand community engagement is the compelling, intrinsic motivations to continue interacting with an online brand community | Multi-dimensional: brand influence; brand passion; connecting; helping; like-minded discussion; rewards (hedonic); rewards (utilitarian); seeking assistance; self-expression; up-to-date information; validation |
| Consumer brand engagement | Hollebeek (2011b) | The level of an individual customer’s motivational, brand-related and context-dependent state of mind characterised by specific levels of cognitive, emotional and behavioural activity in brand interactions | Multi-dimensional: cognitive; emotional; behavioural |
| Hollebeek (2011a) | A customer’s level of cognitive, emotional and behavioural investment in specific brand interactions. | Multi-dimensional: cognitive; emotional; behavioural | |
| Hollebeek et al. (2014) | A consumer’s positively valenced cognitive, emotional and behavioural brand-related activity during or related to, specific consumer/brand interactions | Multi-dimensional: cognitive processing; affection; activation | |
| de Villiers (2015) | Consumer brand engagement through brand enmeshment: a set of equifinal success recipes that achieve brand support, acquisition, retention and advocacy by loyal consumers, leading to desirable outcomes for the brand owner(s) | Multi-dimensional: cognitive; conative; affection | |
| Ramaswamy and Ozcan (2016) | Engagement through intensive actions of joint agency of experiential co-creators. Individualised brand experiences emerge from the interaction environments provided by brand engagement platforms | Multi-dimensional: persons; artifacts; interfaces; processes | |
| Brand engagement in self-concept | Sprott et al. (2009) | An individual difference representing consumers’ propensity to include important brands as part of how they view themselves | Uni-dimensional |
| Consumer engagement behaviours | van Doorn et al. (2010) | Customer engagement behaviours go beyond transactions and may be specifically defined as a customer’s behavioural manifestations that have a brand or firm focus, beyond purchase, resulting from motivational drivers | Multi-dimensional: valence; form and modality; scope; impact; customers’ purpose |
| Verleye et al. (2014) | Customer engagement behaviours as behavioural manifestations of customer engagement towards a firm, after and beyond purchase | Multi-dimensional: compliance; cooperation; feedback; helping other customers; positive word- of-Mouth | |
| Jaakkola and Alexander (2014) | The customer provision of resources during non-transactional, joint value processes that occur in interaction with the focal firm and/or other stake- holders, thereby affecting their respective value processes and outcomes | Multi-dimensional: augmenting behaviour; codeveloping behaviour; influencing behaviour; mobilizing behaviour | |
| Groeger et al. (2016) | Customer engagement behaviours as a non-paying consumer’s motivationally-driven, positively-valenced behavioural manifestation towards a product, brand or firm, which are predicated on consumption of free offerings | Multi-dimensional: augmenting/co-developing; influencing/mobilising | |
| Media engagement | Calder et al. (2009) | A second-order construct manifested in various types of first-order “experience” constructs, with “experience” being defined as “a consumer’s beliefs about how a (web)site fits into his/her life” | Multi-dimensional: stimulation and inspiration; social facilitation; temporal; self-esteem and civic mindedness; intrinsic enjoyment; utilitarian; participation and socializing; community |
| Concept | Author(s) | Definition | Dimensions \ tenets |
|---|---|---|---|
| Consumer engagement | A motivational state that happens by interactive, co-creative customer experiences with a focal agent/object (e.g. a brand) in focal brand relationships | Multi-dimensional: cognitive; emotional; behavioural | |
| Customer engagement focusses on satisfying customers by providing greater value than competitors to build trust and commitment in long-term relationships | Multi-dimensional model of the customer engagement cycle with connection, interaction, satisfaction, retention, loyalty, advocacy and engagement | ||
| The intensity of an individual’s participation in and connection with an organisation’s offerings and/ or organisational activities, which either the customer or the organisation initiates | Multi-dimensional: cognitive; emotional; behavioural; social elements | ||
| A multidimensional concept comprising cognitive, emotional and/or behavioural dimensions, [which] plays a central role in the process of relational exchange where other relational concepts are engagement antecedents and/or consequences in iterative engagement processes within the brand community | Multi-dimensional: cognitive; emotional; behavioural | ||
| Customers become engaged with the firm when a relationship based on trust and commitment is satisfying and has emotional bonding | Multi-dimensional: satisfaction; emotion | ||
| A customer’s voluntary resource contribution to a firm’s marketing function, going beyond financial patronage | Multi-dimensional through two tenets, namely, cognitive bonds that enrich the product experience; psychological ownership (task-based) and self-transformation (experiential) that is beneficial to the firm | ||
| Online brand community engagement | Positive influences of identifying with the brand community through the consumer’s intrinsic motivation to interact/co-operate with community members | Multi-dimensional: utilitarian; hedonic; social | |
| Community engagement as a formative construct. The frequency and duration of participation in the community, as well as the level of activities performed by the members in the community indicate the behavioural engagement of community members | Multi-dimensional: affective commitment; calculative commitment; normative commitment; | ||
| Online brand community engagement | Online brand community engagement is the compelling, intrinsic motivations to continue interacting with an online brand community | Multi-dimensional: brand influence; brand passion; connecting; helping; like-minded discussion; rewards (hedonic); rewards (utilitarian); seeking assistance; self-expression; up-to-date information; validation | |
| Consumer brand engagement | The level of an individual customer’s motivational, brand-related and context-dependent state of mind characterised by specific levels of cognitive, emotional and behavioural activity in brand interactions | Multi-dimensional: cognitive; emotional; behavioural | |
| A customer’s level of cognitive, emotional and behavioural investment in specific brand interactions. | Multi-dimensional: cognitive; emotional; behavioural | ||
| A consumer’s positively valenced cognitive, emotional and behavioural brand-related activity during or related to, specific consumer/brand interactions | Multi-dimensional: cognitive processing; affection; activation | ||
| Consumer brand engagement through brand enmeshment: a set of equifinal success recipes that achieve brand support, acquisition, retention and advocacy by loyal consumers, leading to desirable outcomes for the brand owner(s) | Multi-dimensional: cognitive; conative; affection | ||
| Engagement through intensive actions of joint agency of experiential co-creators. Individualised brand experiences emerge from the interaction environments provided by brand engagement platforms | Multi-dimensional: persons; artifacts; interfaces; processes | ||
| Brand engagement in self-concept | An individual difference representing consumers’ propensity to include important brands as part of how they view themselves | Uni-dimensional | |
| Consumer engagement behaviours | Customer engagement behaviours go beyond transactions and may be specifically defined as a customer’s behavioural manifestations that have a brand or firm focus, beyond purchase, resulting from motivational drivers | Multi-dimensional: valence; form and modality; scope; impact; customers’ purpose | |
| Customer engagement behaviours as behavioural manifestations of customer engagement towards a firm, after and beyond purchase | Multi-dimensional: compliance; cooperation; feedback; helping other customers; positive word- of-Mouth | ||
| The customer provision of resources during non-transactional, joint value processes that occur in interaction with the focal firm and/or other stake- holders, thereby affecting their respective value processes and outcomes | Multi-dimensional: augmenting behaviour; codeveloping behaviour; influencing behaviour; mobilizing behaviour | ||
| Customer engagement behaviours as a non-paying consumer’s motivationally-driven, positively-valenced behavioural manifestation towards a product, brand or firm, which are predicated on consumption of free offerings | Multi-dimensional: augmenting/co-developing; influencing/mobilising | ||
| Media engagement | A second-order construct manifested in various types of first-order “experience” constructs, with “experience” being defined as “a consumer’s beliefs about how a (web)site fits into his/her life” | Multi-dimensional: stimulation and inspiration; social facilitation; temporal; self-esteem and civic mindedness; intrinsic enjoyment; utilitarian; participation and socializing; community |
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