TY - JOUR
T1 - Who are you and what do you value? Investigating the role of personality traits and customer-perceived value in online customer engagement
AU - Marbach, Julia
AU - Lages, Cristiana Raquel
AU - Nunan, Dan
PY - 2016/1/15
Y1 - 2016/1/15
N2 - While the importance of customer engagement has been widely acknowledged, a gap remains in terms of our understanding of how customers engage with products and services delivered online. Addressing this gap is important given the increasing proportion of time spent interacting with companies online and the key role of customer engagement in delivering an effective customer experience. This paper seeks to address this gap through developing a theoretical framework of online customer engagement (OCE) anchored in 28 semi-structured interviews with members of social media brand communities. This study?s contribution to the customer engagement literature is twofold. First, the study will bring new insights regarding personality traits as an antecedent of OCE and, second, customer-perceived value emerges as a novel consequence of OCE. Understanding what personality traits drive customers to engage online and what value they perceive to receive in this digital age can help managers to better segment and evaluate their customers? online engagement. Online brand communities can be improved accordingly.
AB - While the importance of customer engagement has been widely acknowledged, a gap remains in terms of our understanding of how customers engage with products and services delivered online. Addressing this gap is important given the increasing proportion of time spent interacting with companies online and the key role of customer engagement in delivering an effective customer experience. This paper seeks to address this gap through developing a theoretical framework of online customer engagement (OCE) anchored in 28 semi-structured interviews with members of social media brand communities. This study?s contribution to the customer engagement literature is twofold. First, the study will bring new insights regarding personality traits as an antecedent of OCE and, second, customer-perceived value emerges as a novel consequence of OCE. Understanding what personality traits drive customers to engage online and what value they perceive to receive in this digital age can help managers to better segment and evaluate their customers? online engagement. Online brand communities can be improved accordingly.
UR - https://researchportal.port.ac.uk/en/publications/166da6b6-1616-4b45-8f1b-4e306787bb6f
U2 - 10.1080/0267257X.2015.1128472
DO - 10.1080/0267257X.2015.1128472
M3 - Article
SN - 0267-257x
JO - Journal of Marketing Management
JF - Journal of Marketing Management
ER -