Table 1 Selected engagement studies and... | Emerald Publishing

Table 1

Selected engagement studies and their contributions to the understanding of engagement journeys

Article	Focus	Insights for developing the understanding of engagement journeys
van Doorn et al. (2010)	Conceptualizes antecedents and consequences of engagement behavior	• Engagement behaviors occur beyond purchases and have consequences for customers, firms, and other actors • Firms should seek to identify, evaluate, and react to engagement behaviors
Brodie et al. (2011)	Explores the theoretical foundations of engagement and revisits its definition and conceptual scope	• Engagement relates to customers’ psychological states, resulting from experiences with the firm/brand • Engagement occurs both within and outside relationships with focal firms • Engagement encompasses cognitive, emotional, and behavioral responses to the firm/brand
Vivek et al. (2012)	Explores the nature and scope of engagement as a component of relationship marketing	• Engagement increases intensity of participation with a firm/brand, influencing an individual’s value perceptions and affective commitment to a firm • Engaged customers are more likely to communicate positive WOM and to engage in exogenous activities (e.g. brand communities)
Brodie et al. (2013)	Explores consumer engagement in an online brand community environment	• Engagement differs in intensity over time, reflecting different states • Engagement is precipitated by an individual’s need for information, with a likely increase in interaction with various touchpoints • Engagement is highly interactive and influences exchange value and value in use, indicating its role in both the purchase and use phases of the journey
Jaakkola and Alexander (2014)	Conceptualizes the role of customer engagement behavior (CEB) in value co-creation within a multi-stakeholder service system	• Engagement behaviors can augment or co-develop firm offerings, affecting other purchase journeys • Engaged customers contribute resources that may influence and/or mobilize other customers by changing their attitudes and behaviors toward the focal firm • Engagement affects value co-creation at the systemic level by attracting additional actors
Dessart et al. (2015)	Investigates engagement in online brand communities in terms of engagement with the brand and with other community members	• Consumers engage with a brand and with other engaged individuals • Engagement creates strong bonds between actors around learning, sharing, and endorsing activities • Engaged customers invest extensive time in engagement activities • Online engagement has a magnetic effect, attracting other actors and stimulating prolonged activity
Harmeling et al. (2017)	Introduces two forms of engagement marketing and links strategic elements to customer outcomes and firm performance	• Engaged customers contribute resources beyond financial patronage • Engagement marketing can strengthen customers’ existing engagement bonds • Engagement marketing increases engagement through psychological ownership and self-transformation
Alexander et al. (2018)	Examines engagement within a service ecosystem framework at multiple levels of aggregation	• Actors balance multiple parallel engagement contexts, which may result in role conflict • Actors can disengage from a focal object, thus ending the journey • Interactions with others affects actor’s engagement by subjecting them to social norms
Fehrer et al. (2018)	Operationalizes engagement dynamics within a customer–brand dyad and tests interrelationships in a network setting	• Engagement behaviors can influence other customers’ disposition toward a focal firm • The presence of other engaged customers (social proof) may affect the likelihood to engage
Sim et al. (2022)	Provides a comprehensive framework of customers’ disposition to engage with a service provider	• Engagement dispositions comprise a customer’s internal tendencies and capacity to act, as well as tendencies triggered in relation to a brand/firm • Sense of similarity, sense of social connection, and trust in the service provider facilitate engagement dispositions
Wang et al. (2023)	Offers a comprehensive understanding of actor engagement intensity from an individual, dyadic, and network perspective	• Engagement intensity at the individual level refers to actors’ affective and cognitive tone and varying magnitudes of resource investments (i.e. efforts, duration, and activeness) • Engagement intensity at the dyad level represents relational strength • Engagement intensity at the network level refers to the degree of connectedness within a network

Article	Focus	Insights for developing the understanding of engagement journeys
van Doorn et al. (2010)	Conceptualizes antecedents and consequences of engagement behavior	• Engagement behaviors occur beyond purchases and have consequences for customers, firms, and other actors • Firms should seek to identify, evaluate, and react to engagement behaviors
Brodie et al. (2011)	Explores the theoretical foundations of engagement and revisits its definition and conceptual scope	• Engagement relates to customers’ psychological states, resulting from experiences with the firm/brand • Engagement occurs both within and outside relationships with focal firms • Engagement encompasses cognitive, emotional, and behavioral responses to the firm/brand
Vivek et al. (2012)	Explores the nature and scope of engagement as a component of relationship marketing	• Engagement increases intensity of participation with a firm/brand, influencing an individual’s value perceptions and affective commitment to a firm • Engaged customers are more likely to communicate positive WOM and to engage in exogenous activities (e.g. brand communities)
Brodie et al. (2013)	Explores consumer engagement in an online brand community environment	• Engagement differs in intensity over time, reflecting different states • Engagement is precipitated by an individual’s need for information, with a likely increase in interaction with various touchpoints • Engagement is highly interactive and influences exchange value and value in use, indicating its role in both the purchase and use phases of the journey
Jaakkola and Alexander (2014)	Conceptualizes the role of customer engagement behavior (CEB) in value co-creation within a multi-stakeholder service system	• Engagement behaviors can augment or co-develop firm offerings, affecting other purchase journeys • Engaged customers contribute resources that may influence and/or mobilize other customers by changing their attitudes and behaviors toward the focal firm • Engagement affects value co-creation at the systemic level by attracting additional actors
Dessart et al. (2015)	Investigates engagement in online brand communities in terms of engagement with the brand and with other community members	• Consumers engage with a brand and with other engaged individuals • Engagement creates strong bonds between actors around learning, sharing, and endorsing activities • Engaged customers invest extensive time in engagement activities • Online engagement has a magnetic effect, attracting other actors and stimulating prolonged activity
Harmeling et al. (2017)	Introduces two forms of engagement marketing and links strategic elements to customer outcomes and firm performance	• Engaged customers contribute resources beyond financial patronage • Engagement marketing can strengthen customers’ existing engagement bonds • Engagement marketing increases engagement through psychological ownership and self-transformation
Alexander et al. (2018)	Examines engagement within a service ecosystem framework at multiple levels of aggregation	• Actors balance multiple parallel engagement contexts, which may result in role conflict • Actors can disengage from a focal object, thus ending the journey • Interactions with others affects actor’s engagement by subjecting them to social norms
Fehrer et al. (2018)	Operationalizes engagement dynamics within a customer–brand dyad and tests interrelationships in a network setting	• Engagement behaviors can influence other customers’ disposition toward a focal firm • The presence of other engaged customers (social proof) may affect the likelihood to engage
Sim et al. (2022)	Provides a comprehensive framework of customers’ disposition to engage with a service provider	• Engagement dispositions comprise a customer’s internal tendencies and capacity to act, as well as tendencies triggered in relation to a brand/firm • Sense of similarity, sense of social connection, and trust in the service provider facilitate engagement dispositions
Wang et al. (2023)	Offers a comprehensive understanding of actor engagement intensity from an individual, dyadic, and network perspective	• Engagement intensity at the individual level refers to actors’ affective and cognitive tone and varying magnitudes of resource investments (i.e. efforts, duration, and activeness) • Engagement intensity at the dyad level represents relational strength • Engagement intensity at the network level refers to the degree of connectedness within a network

Source(s): The above table was created by the authors