Collective Engagement in Organizational Settings

Michael Kleinaltenkamp, Ingo Karpen, Carolin Plewa, Elina Jaakkola, Jodie Conduit

Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review

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.
OriginalsprogEngelsk
TitelProceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC) 2018 : Connect. Engage. Transform
RedaktørerJodie Conduit, Carolin Plewa, Dean Wilkie
Antal sider4
UdgivelsesstedAdelaide
ForlagUniversity of Adelaide
Publikationsdato2018
Sider46-49
ISBN (Trykt)9781877040658
StatusUdgivet - 2018
BegivenhedThe Australian & New Zealand Marketing Academy Conference. ANZMAC 2018: Connect. Engage. Transform - Adelaide, Australien
Varighed: 3 dec. 20185 dec. 2018
Konferencens nummer: 20
https://anzmac2018.com/

Konference

KonferenceThe Australian & New Zealand Marketing Academy Conference. ANZMAC 2018
Nummer20
Land/OmrådeAustralien
ByAdelaide
Periode03/12/201805/12/2018
Internetadresse

Emneord

  • Actor engagement
  • Collective engagement
  • Customer engagement

Citationsformater