Key theories for consumer engagement
| Theory | Explanation | Selected articles that use this theory |
|---|---|---|
| Value co-creation theory | Value co-creation does not require transactions, but actors may exchange a range of resources that go beyond goods and money. Value co-creation takes place in the context of complex and dynamic network structures or service systems | Brodie et al. (2011) Hollebeek (2011a) Hsieh and Chang (2016) Jaakkola and Alexander (2014) |
| Service-dominant logic (S-D logic) | A service-centered view is inherently beneficiary oriented and relational. Relationships, in turn, are based on interactions, and thus, customer engagement | Brodie et al. (2011a) Brodie et al. (2013) Hollebeek et al. (2014) Chandler and Lusch (2015) Groeger et al. (2016) Hollebeek et al. (2014) |
| Theory | Explanation | Selected articles that use this theory |
|---|---|---|
| Value co-creation theory | Value co-creation does not require transactions, but actors may exchange a range of resources that go beyond goods and money. Value co-creation takes place in the context of complex and dynamic network structures or service systems | |
| Service-dominant logic (S-D logic) | A service-centered view is inherently beneficiary oriented and relational. Relationships, in turn, are based on interactions, and thus, customer engagement |
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