New Publication: Strategic Customer Engagement Marketing

How should companies develop a Customer Engagement Marketing Strategy? In our latest research, published in the Journal of Business Research, we develop and present a novel framework for strategic customer engagement marketing. 

The abstract of the paper reads as follows:

Drawing on social exchange theory (SET), this research explores customer engagement (CE) as a firm-initiated resource. Based on interviews with 41 managers from 34 companies, a five-facet, strategic customer engagement marketing (CEM) decision making framework emerges. CE Conceptualization differentiates between behavioral and psychological engagement. CE Target refers to who is engaged with the firm through CE (end-users or intermediaries such as retailers or distributors). CE Domain distinguishes between online and offline contexts. CE Experiential Routes differentiates absorption (controlled by the firm) from appropriation (controlled or transformed by the customer). Finally, CE Value demarcates customer interactional value from customer multiplier value. The decision options identified for each facet are interrelated and firms are advised to follow an integrative approach to CEM. However, acknowledging SET’s emphasis on cost-benefit ratios and opportunity costs, suggestions for potential moderators to the CEM framework are provided.

The paper can be downloaded here.










customer engagement framework



Alvarez-Milán, A., Felix, R., Rauschnabel, P. A., & Hinsch, C. (2018). Strategic customer engagement marketing: A decision making framework. Journal of Business Research92, 61-70.


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