Collective Engagement in Organizational Settings

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.