Abstract
Customer engagement has emerged as a central concept in marketing. Despite impressive scholarly citations and managerial relevance, the consideration of customer engagement and emotional connections in business marketing has been scant. Indeed, researchers have focused on individual- level engagement, conceptually inadequate for the multi-actor nature of business-to-business settings. To advance this limited theoretical perspective, the paper contributes a systematic, coherent conceptualization of collective engagement and advances the theoretical domains of customer and actor engagement in particular and business-to-business research in general, while also suggesting a detailed research agenda.
Originalsprog | Engelsk |
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Titel | Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC) 2018 : Connect. Engage. Transform |
Redaktører | Jodie Conduit, Carolin Plewa, Dean Wilkie |
Antal sider | 4 |
Udgivelsessted | Adelaide |
Forlag | University of Adelaide |
Publikationsdato | 2018 |
Sider | 46-49 |
ISBN (Trykt) | 9781877040658 |
Status | Udgivet - 2018 |
Begivenhed | The Australian & New Zealand Marketing Academy Conference. ANZMAC 2018: Connect. Engage. Transform - Adelaide, Australien Varighed: 3 dec. 2018 → 5 dec. 2018 Konferencens nummer: 20 https://anzmac2018.com/ |
Konference
Konference | The Australian & New Zealand Marketing Academy Conference. ANZMAC 2018 |
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Nummer | 20 |
Land/Område | Australien |
By | Adelaide |
Periode | 03/12/2018 → 05/12/2018 |
Internetadresse |
Emneord
- Actor engagement
- Collective engagement
- Customer engagement