Collective Engagement in Organizational Settings

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

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


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.
Original languageEnglish
Title of host publicationProceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC) 2018 : Connect. Engage. Transform
EditorsJodie Conduit, Carolin Plewa, Dean Wilkie
Number of pages4
Place of PublicationAdelaide
PublisherUniversity of Adelaide
Publication date2018
ISBN (Print)9781877040658
Publication statusPublished - 2018
EventThe Australian & New Zealand Marketing Academy Conference. ANZMAC 2018: Connect. Engage. Transform - Adelaide, Australia
Duration: 3 Dec 20185 Dec 2018
Conference number: 20


ConferenceThe Australian & New Zealand Marketing Academy Conference. ANZMAC 2018
Internet address


  • Actor engagement
  • Collective engagement
  • Customer engagement

Cite this