Journal Press India^®

Author Details ( * ) denotes Corresponding author

The concept of customer engagement is emerging in the marketing literature as previous research indicates that the customers remain more loyal to brands when they feel connected with the firm either through task-based or experiential engagement. The firms can also make good business performance if they leverage customer resources (network, influence, creativity and knowledge). This paper's motivation is to conduct a literature review and develop a concept on customer engagement explaining the various factors as Hollebeek (2011) has also highlighted that customer engagement is robust and will influence loyalty outcomes. In this literature review, a conceptual model is defined, which covers various factors and constructs.

Keywords

Customer Engagement, Marketing metrics

1. Baumöl, U., Hollebeek, L., & Jung, R. (2016). Dynamics of customer interaction on social media platforms.Electronic Markets, 26(3), 199-202. https://link.springer.com/article/10.1007/s12525-016-0227-0
2. Bijmolt, T. H., Leeflang, P. S., Block, F., Eisenbeiss, M., Hardie, B. G., Lemmens, A., & Saffert, P. (2010). Analytics for customer engagement. Journal of Service Research, 13(3), 341-356. https://doi.org/10.1177/1094670510375603
3. Bitter, S., & Grabner-Kräuter, S. (2016). Consequences of customer engagement behavior: when negative Facebook posts have positive effects. Electronic Markets, 26(3), 219-231. https://link.springer.com/article/10.1007/s12525-016-0220-7
4. Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114. https://doi.org/10.1016/j.jbusres.2011.07.029
5. Campbell, C., Ferraro, C., & Sands, S. (2014). Segmenting consumer reactions to social network marketing. European Journal of Marketing. https://www.emerald.com/insight/content/doi/10.1108/EJM-03-2012-0165/full/pdf
6. Cova, B., & Salle, R. (2008). Marketing solutions in accordance with the SD logic: Co-creating value with customer network actors. Industrial Marketing Management, 37(3), 270-277.  https://doi.org/10.1016/j.indmarman.2007.07.005
7. Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of marketing management, 27(7-8), 785-807. https://doi.org/10.1080/0267257X.2010.500132
8. Islam, J. U., & Rahman, Z. (2016). The transpiring journey of customer engagement research in marketing. Management Decision. https://doi.org/10.1108/MD-01-2016-0028
9. Jaakkola, E., & Alexander, M. (2014). The role of customer engagement behavior in value co-creation: a service system perspective. Journal of Service Research, 17(3), 247-261 https://doi.org/10.1177/1094670514529187
10. Kunz, W., Aksoy, L., Bart, Y., Heinonen, K., Kabadayi, S., Ordenes, F. V., ... & Theodoulidis, B. (2017). Customer engagement in a big data world. Journal of Services Marketing.
11. Ling-Yee, L. (2011). Marketing metrics' usage: Its predictors and implications for customer relationship management. Industrial Marketing Management, 40(1), 139-148. https://doi.org/10.1016/j.indmarman.2010.09.002
12. Maslowska, E., Malthouse, E. C., & Collinger, T. (2016). The customer engagement ecosystem. Journal of Marketing Management, 32(5-6), 469-501. https://doi.org/10.1080/0267257X.2015.1134628
13. Meire, M., Hewett, K., Ballings, M., Kumar, V., & Van den Poel, D. (2019). The role of marketer-generated content in customer engagement marketing. Journal of Marketing, 83(6), 21-42. https://journals.sagepub.com/doi/abs/10.1177/00222429990634s113
14. Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294-311. https://link.springer.com/content/pdf/10.1007/s11747-016-0485-6.pdf
15. Rosado-Pinto, F., & Loureiro, S. M. C. (2020). The growing complexity of customer engagement: a systematic review. EuroMed Journal of Business. https://doi.org/10.1108/EMJB-10-2019-0126
16. Sashi, C. M. (2012). Customer engagement, buyer‐seller relationships, and social media. Management Decision. https://doi.org/10.1108/00251741211203551
17. Sim, M., & Plewa, C. (2017). Customer engagement with a service provider and context: an empirical examination. Journal of Service Theory and Practice. https://doi.org/10.1108/JSTP-03-2016-0057
18. Smith, A. M. (2013). The value co-destruction process: a customer resource perspective. European Journal of Marketing.  https://www.emerald.com/insight/content/doi/10.1108/EJM-08-2011-0420/full/pdf
19. Varadarajan, R. (2020). Customer information resources advantage, marketing strategy and business performance: A market resources based view. Industrial Marketing Management. https://doi.org/10.1016/j.indmarman.2020.03.003