Customer Engagement Behavior Research Articles

Unveiling the Forces driving expert Activity: The impact of information environment and peer behavior on expert reviewer engagement behavior

Online platform engagement with customers, especially those with high expertise, is crucial for companies. As these expert customer reviews directly impact a company’s brand image and sales volume, an understanding of expert reviewer engagement behavior (EREB) is critical for companies’ marketplace success. This study explores the factors that influence EREB from two key situational cues: those from the company’s information environment and from peer expert behavior. Data from 144,634 Yelp reviewers and 5,080 restaurants were analyzed. The results reveal that companies with higher aggregate ratings are more likely to encourage EREB. The impact of overall and peer expert rating inconsistency on EREB varies: Overall rating inconsistency has a positive effect, while inconsistency among expert peers has a negative effect. Additionally, EREB exhibits herding and differentiation patterns in response to changes in peer expert engagement density. This results in a U-shaped relationship between EREB and peer expert engagement density, moderated by aggregate rating, overall rating inconsistency, and peer expert rating inconsistency. This study provides practical insights for marketers looking to engage expert customers and expands on the literature on expert customer engagement behavior.

Understanding the formation process of positive customer engagement behaviors: a quantitative and qualitative interpretation

PurposeTo investigate the impact of cognition, emotion and other factors on positive customer engagement behaviors and to identify the differential formation processes and dynamic changes in these behaviors.Design/methodology/approachWe used cognitive appraisals and coping theory as well as justice theory, to analyze comment data from the Xiaomi Community with natural language processing and binary logistic regression.FindingsOur results indicate that cognition and emotion are unnecessary for positive customer engagement. Users expressing different cognitions and emotions exhibit varied positive engagement behaviors. The behavioral dimension was the most frequently combined, followed by the affective and cognitive dimensions. Managers should adopt material or spiritual incentives to encourage users with positive emotions and cognition to become loyal. Additionally, addressing comments with distributive justice cognition can promote positive customer engagement.Originality/valueThis study clarifies the complex interplay between cognition, emotion and customer engagement behaviors, providing actionable insights for brand managers to foster customer loyalty and positive customer engagement.

AR atmospherics and virtual social presence impacts on customer experience and customer engagement behaviours

PurposeFew studies have examined technology-enhanced atmospheres for strengthening customer experience and brand engagement in physical store settings. This study builds on the social presence theory to test for the first time the moderating effects of virtual social presence on customer responses, through AR adoption in-store. Our study aims to understand the impact of technology-enhanced in-store atmospherics (TEISAs) with emphasis on AR elements and virtual social presence on customer experience and engagement behaviours (CEBs) in luxury settings.Design/methodology/approachHypotheses are developed and a survey using 566 responses were collected using Qualtrics. T-tests, two-way ANOVA and structural equation modelling were used for analysis of CEBs. Moreover, using PLS-SEM, we test whether virtual social presence moderates this relationship in a cross-country context; Britain and China, two of the largest economies for luxury growth.FindingsThe findings demonstrate that TEISAs have a positive impact on emotion and perceived value, with virtual social presence moderating this relationship. The cross-cultural comparison results show that the impact of TEISAs on emotion and perceived value is stronger for British than for Chinese millennials.Originality/valueOur model is the first to incorporate technology into various store atmospherics, to employ virtual social presence as a new moderator, and to provide empirical evidence on the effects of AR on customer experience and CEBs in the real-time luxury retail environment. This study is also the first to consider virtual social presence on social media as a moderating variable.

Does robotic service quality determine robotic restaurant diners’ engagement behaviors? Role of customer engagement and attachment to the restaurant

PurposeRobotic restaurants are very novel, and service robots in these restaurants are identified as offering unique advantages in terms of efficiency, tireless service and potentially lower operational costs. However, studying customer engagement with the robots can reveal aspects of robotic service that resonate with diners. Understanding how diners interact with robots can help create a more engaging and enjoyable atmosphere, bringing more business to restaurants. Building on the stimulus-organism-response (SOR) theory and place attachment theory, the purpose of this paper is to study the impact of the robotic service quality (RSQ) on the customer attachment to the robotic restaurant with the mediating role of the different dimensions of the customer engagement, like the Absorptive Attention, Enthusiastic Participation and Social Connection. Subsequently, the impact of the customer attachment to the robotic restaurant on different dimensions of customer engagement behaviors like augmenting, co-developing, influencing and mobilizing behaviors was also studied.Design/methodology/approachThe cross-sectional data from 786 robotic restaurant diners in India who answered the self-administered structured questionnaires is utilized for this descriptive study. The study employed a purposive sampling strategy. The SMART-PLS 4.0 program was used to run structural equation modeling and analyze the data.FindingsThe results indicate that customer engagement dimensions like Absorptive Attention, Enthusiastic Participation and Social Connection differentially mediate the relationship between RSQ and customer attachment with the robotic restaurant. Customer attachment to the restaurant and the robotic services subsequently positively impact customer engagement behaviors.Research limitations/implicationsThe study relied upon cross-sectional data from the Indian population above 18 years to test the proposed model. Further studies could test the model across different populations to generalize the study results.Originality/valueThis study addresses the need to investigate robotic restaurant diners’ engagement behaviors. By testing place attachment theory and the SOR framework, this study is the first to show that RSQ will impact the customer attachment with the robotic restaurant and that different dimensions of customer engagement mediate the relationship. It also validates the previous research findings that customer engagement is not a single global construct, and different sub-dimensions are to be explored. This study is also the first to show customer attachment to the robotic restaurant will impact customer engagement behaviors differently.

Fostering customer engagement behaviour with gamified loyalty programmes: a study from the “value get, value give” perspective

Fostering customer engagement behaviour with gamified loyalty programmes: a study from the “value get, value give” perspective

The effect of corporate social responsibility on customer engagement and citizenship behavior

AbstractDue to the hybrid‐competitive market and the economic crisis, consumers are more ethically concerned about companies failing to adhere to environmental and human rights standards. Thus, companies have implemented corporate social responsibility (CSR) initiatives to improve their ethical performance and establish the groundwork for sustainable growth and competitive advantage. Relationship marketing orientation (RMO) contributes to strengthen customers relationships and value co‐creation. Drawing from the stakeholder theory, this study aims to examine how CSR initiatives, that is, customer‐oriented and employee‐oriented, affect customer participation behavior (CPB) and customer citizenship behavior (CCB) in the banking sector. The main findings highlight a significant correlation between the CSR initiatives and customer value co‐creation behavior. Finally, by triangulating CSR, RMO, and value co‐creation, this study aims to provide more insights on RMO and CSR strategies for academicians and practitioners.

Enhancing customer engagement behaviors via customer-to-customer interactions and identification

Purpose The e-services market is expected to reach nearly $500bn globally by 2028. As this marketplace grows, customer-to-customer interactions (CCIs) occurring through virtual channels will likely increase. Consequently, the purpose of this research is to examine how the context in which CCI’s occur (i.e. virtual vs in-person) and the frequency of their occurrence affects customer identification, leading to increased customer engagement and more favorable purchase behaviors. Design/methodology/approach Two studies were conducted to test the proposed models and hypotheses. The sample for Study 1 is comprised of college students taking in-person or online classes (n = 290). In Study 2, members of an online brand community (n = 125) were surveyed. Hypotheses were tested using structural equation modeling (SEM). Findings Overall, results support a mediation effect such that CCI context (virtual vs in-person) affects customer engagement and purchase behaviors via customer identification. Specifically, Study 1 finds that customer engagement behaviors (CEBs) are greater for in-person CCIs due to the frequency of interactions and heightened identification between customers. Study 2 further examines the CCI frequency-identification link and finds that customer-firm identification is the only form of identification that affects CEBs and purchase behaviors. Originality/value Limited customer engagement research has examined the effects of CCIs on CEBs, and research has rarely compared in-person to virtual CCI contexts. This paper addresses these shortcomings by testing the effects of in-person and virtual CCIs on CCI frequency, identification and CEBs. This research fills another important gap in the literature by considering the unique effects of specific dimensions of customer identification on CEBs and purchase behaviors.

The influence of risk tolerance and brand trust on investment decision and customer engagement behavior

Understanding the impact of Risk Tolerance and Brand Trust on Investment Decisions and Customer Engagement Behavior is imperative in today's competitive financial environment. This study investigates the direct and mediating effects of Risk Tolerance and Brand Trust on Investment Decisions and Customer Engagement Behavior. Utilizing a quantitative approach with a survey method, data were collected from 144 private customers of Bank BRI in East Java through random sampling techniques. Structural Equation Modeling (SEM) was employed for data analysis. The research reveals significant direct effects of Risk Tolerance and Brand Trust on Investment Decisions. Likewise, the direct effects of brand trust and investment decision on customer engagement behavior are significant. However, the influence of risk tolerance on customer engagement behavior is not significant. These findings underscore the intricate dynamics of consumer behavior in the financial sector. This study contributes to a deeper understanding of how risk perception and trust in the brand affect investment decisions and customer engagement behavior, offering insights for strategic decision-making in the banking industry.

Effect of Augmented Reality (AR) and Virtual Reality (VR) experiences on customer engagement and purchase behavior in retail stores

This review paper explores the impact of Augmented Reality (AR) and Virtual Reality (VR) technologies on customer engagement and purchasing behavior in retail settings. As immersive technologies continue to evolve, AR and VR are increasingly employed to enhance the shopping experience, offering interactive and personalized engagements that traditional retail cannot match. Through a comprehensive analysis of recent literature, the paper highlights how AR applications, such as virtual try-ons and interactive product displays, significantly enhance customer engagement by providing novel and enriched shopping experiences. Similarly, VR facilitates virtual store visits and immersive product interactions, leading to higher levels of customer satisfaction and brand loyalty. The paper discusses key metrics for evaluating engagement and purchase behavior changes, including increased dwell time, higher conversion rates, and enhanced customer satisfaction. Additionally, the review identifies challenges, such as technological integration and user adaptation, which may impede the full potential of AR and VR in retail. The findings underscore the transformative potential of AR and VR in reshaping the retail landscape by bridging the gap between digital and physical shopping environments, thus driving more informed purchasing decisions and fostering deeper customer connections. Future research directions are suggested to address the limitations and further investigate the long-term impacts of these technologies on consumer behavior.

The influence of live video hosts' speech act on purchase behaviour

With the broad adoption of internet, China's e-commerce industry has grown vigorously. The influence mechanism between the host's speech act and the consumer's purchase behaviour deserves further exploration. Based on speech act theory, this study divided the speech acts into four categories: representative, expressive, commissive and directive. We established a model investing the effect of different speech acts on customer engagement and purchase behaviour. We recorded live streaming video and transferred the voice to the text. Our research shows that the representative act and the expressive act negatively affect purchase behaviour, whereas the commissive act has a positive impact on purchase behaviour. Furthermore, customer engagement mediates the negative impact of the directive act and the representative act on purchase behaviour. The conclusions can provide guidance for enhancing the speech skills of the hosts in live streaming.

Determinants of disengagement and negative customer engagement behaviour: expectancy disconfirmation and justice perspectives

PurposeThis study aims to identify the determinants of customer disengagement (CD) and negative customer engagement (NCE) behaviours following service failure.Design/methodology/approachThis study distributed a survey on negative service experiences to 404 customers in Vietnam and analysed the data using structural equation modelling.FindingsBased on the findings, this paper developed a comprehensive model of the determinants of CD and NCE behaviours. CD manifests as “neglect”, while NCE manifests as vindictive, third-party and online complaints and negative word of mouth. The key drivers of CD and NCE are negative expectancy disconfirmation and perceived injustice, mediated by customer outrage. A novel finding is that self-efficacy and risk-taking traits enhance NCE behaviours. Vietnamese customers tend to adopt less confrontational NCE behaviours.Practical implicationsThe findings provide brand managers with insights into unfavourable customer responses to service failure, including CD and NCE behaviours. Customers in Vietnam were predominantly found to disengage. Fulfilling the firm’s promises and treating customers fairly are paramount for preventing customer outrage, CD and NCE.Originality/valueThis study identifies the determinants of CD and NCE, namely, disconfirmation of service quality expectations and perceived injustice, in the context of an emerging market.

Perceived retailer innovativeness and its impact on customer engagement behavior in smart retailing

Perceived retailer innovativeness and its impact on customer engagement behavior in smart retailing

The influence of functionality and innovativeness of smart service systems on customer’s impulse buying behaviors

This research aims to analyze the effect of two external factors—the functionality and innovativeness of smart service systems (SSSs)—on customers’ impulse purchasing behavior using the stimulus-organism-response (SOR) model. We collected data using a questionnaire survey, yielding 272 valid responses. The data was then analyzed using structural equation modeling (SEM). The study found that SSS functionality and innovativeness positively influenced experience value, which in turn significantly affected perceived pleasure and usefulness, promoting impulse buying behaviors. This study examines how external environmental stimuli in SSSs prompt impulse buying using the SOR framework, focusing on "experience value." The study found that SSS functionality enhances time-saving, usefulness, customer involvement, and business scale, leading to increased service use and positive customer experiences, ultimately promoting impulse buying behaviors. This study contributes to academic knowledge by integrating experience value into the S-O-R framework, demonstrating that SSS functionality and innovativeness significantly enhance customer experience value, perceived usefulness, and pleasure, thereby promoting impulse buying behaviors. The study shows smart meal-ordering systems enhance efficiency and customer satisfaction. Operators should optimize system value, expand payment options, improve service quality, and use visual and social marketing to boost customer engagement and impulse buying behaviors.

Battle of Influence: Analysing the Impact of Brand-Directed and Influencer-Directed Social Media Marketing on Customer Engagement and Purchase Behaviour

Firms regularly call on multiple social media communication tactics (e.g. influencers, user-generated content and brand messages) to interact with their customers. Drawing on both parasocial relationship and social identity theories, we investigate the relative effectiveness of brand-directed versus influencer-directed social media marketing in stimulating both customer engagement and purchase behaviour. First, we use a survey research design to collect data on customers’ intention to engage with the brand and purchase when exposed to brand-directed and influencer-directed social media marketing. Second, we collect data from a field experiment on a social media platform that captures customer engagement and brand sales at aggregate levels attributed to brand-directed and influencer-directed social media marketing. Consistently across both studies, we find that brand-directed and influencer-directed social media marketing positively impact customer engagement and customer purchase behaviour. Further evidenced across both studies, we find brand-directed social media marketing is more effective than influencer-directed social media marketing in fostering customer engagement, whereas influencer-directed social media marketing is more effective in driving customer purchases. We also find that female customers are more impacted by influencer-directed social media marketing on both dimensions than brand-directed social media marketing. The study provides a strategic direction for brands to optimally allocate their limited digital marketing budget between brand-directed and influencer-directed social media marketing based on their marketing objectives central to customer behaviour – either enhancing longer-term customer relationship building via engagement or generating shorter-term sales.

What drives higher active customer engagement in luxury brands’ social media? Measurement and contingencies

This study investigates customer engagement behaviors related to luxury brands on social media, focusing on the motives driving active and passive engagement. Applying a sequential mixed methods approach, drawing on netnographic and survey data analyses, the study identifies 10 emergent themes across intrinsic and extrinsic motives that shape overall motivation for social media engagement with luxury brands. Findings from the netnographic analysis provide empirical insights into customer motivations, which inform the development of hypotheses tested through quantitative analysis. The results highlight the roles of intrinsic motivations, such as entertainment, authenticity, gratitude, experience sharing, nostalgia, aesthetics, and lifestyle inspiration. Further, extrinsic motivations such as social support, utilitarian rewards, and social status seeking are revealed to influence customers' attitudes and behaviors toward luxury brands on social media. The findings regarding the necessary condition and importance-performance matrix analyses provide additional nuanced insights into the necessity and importance of intrinsic and extrinsic motivations for active and passive engagement on social media by customers. The study also clarifies the moderating effects of customers’ value for money orientation and brand identification on the relationship between overall motivation and engagement behaviors. The findings provide a granular understanding of luxury customer behavior on social media, offering valuable insights for luxury brand managers aiming to foster stronger customer–brand relationships.

Dynamics of social media involvement in building customer engagement and co-creation behavior: the moderating role of brand interactivity

PurposeAdopting a self-congruence theory (SCT) and service dominant logic (SDL)-informed perspectives; we develop a model that investigates the interface between social media involvement (SMI), self-brand congruence (SBC), customer-brand engagement (CBE), brand co-creation behavior (BCB), brand interactivity and behavioral intentions (BIN) with luxury service hotel–brands.Design/methodology/approachWe test a sample of hotel-customers to probe this matter using partial least squares structural equation modeling.FindingsThe results revealed that SBC and SMI positively impact CBE and BCB and behavioral intentions. The findings also exposed SMI’s and SBC’s indirect effect on customers' BCB and behavioral intentions, mediated through CBE. Finally, the results explored the moderating role of brand interactivity to enhance our model’s explanatory power.Research limitations/implicationsWe focus on SMI, CBE and BCB. This study contributes to the existing marketing and hospitality management research and spawns rich opportunities for further studies.Practical implicationsThe study article assists marketers in comprehending the CBE-based antecedents and consequences and facilitates their increasing CBE, BCB and behavioral intentions.Originality/valueWhile the growing insight into social media, customer engagement and co-creation within the service industries, little remains accredited concerning the link of these and related variables in the luxury hotel-brand context.

The Effect of Extrinsic Characteristics of Live Streaming e-commerce on Customer Engagement Behavior: User Stickiness as a Mediating Variable

Nowadays, live streaming e-commerce is in the trend of emergence, analyzing the impact of live e-commerce extrinsic characteristics on consumers is of great significance, providing practical guidance for the direction that live e-commerce development needs to focus on. This study used the SOR (Stimulus-Organism-Response) framework to develop a theoretical model for investigating the impact of live streaming e-commerce's extrinsic attributes on customer engagement behavior，with user stickiness as a mediating variable. We collected data by using the questionnaire, analyzed it with SPSS software, and employed the Bootstrap sampling method. The empirical results showed that anchor, product, platform, community and user stickiness have a significant positive impact on customer engagement behavior, among which community factors have the most significant impact on customer engagement behavior. At the same time, user stickiness can act as a mediator between the extrinsic characteristics of live streaming and customer engagement behavior. Finally, this paper put forward opinions such as tapping the role of community opinion leaders.

Brand loyalty in FinTech services: The role of self-concept, customer engagement behavior and self-brand connection

The concurrent effects of customer predispositions, customer engagement behaviour (CEB) and self-brand connections (SBC) on loyalty are less understood. This article will examine how relationship quality and consumer predispositions (self-concept, brand communal focus) affect loyalty, with customer engagement behaviour and self-brand connection acting as mediating factors. A cross-sectional survey with a quantitative study design was used to gather information from 380 users of FinTech apps in the Indian state of Karnataka. The main findings indicate that self-concept does not generate loyalty by itself but rather fosters loyalty through the mediation of SBC and CEBs. Similarly, a trusted and satisfied customer remains brand loyal. A sense of communal focus among consumers results in self-brand connections only if they are positively engaged with the brand. Customer interactions and engagement in social media can have a significant impact on the development of digital self-brand relationships. Contrary to the literature, we found that positive engagement fosters loyalty only if it leads to brand connection. Repeat patronage and willingness to buy new products or price insensitivity depend on strong emotional brand connections and CEBs. Hence, FinTech companies should match their experiences, offerings, and brand messages to the way that consumers view themselves. To engage customers in new ways and establish a connection with them, they should also offer stimulating and compelling virtual experiences on their platforms. Therefore, FinTech consumers can maintain brand loyalty through self-brand connections and brand engagement through self-concepts.

From Green Lovemarks to Brand Loyalty: Examining the Underlining Role of Customer Engagement Behaviour and Altruism

From Green Lovemarks to Brand Loyalty: Examining the Underlining Role of Customer Engagement Behaviour and Altruism

Effects of green authenticity on well-being, customer engagement and approach behavior toward green hospitality brands

PurposeThis study aims to develop a robust theoretical framework to explain the impact of hotels’ green brand authenticity on guests’ perceptions of well-being, customer engagement and approach behaviors toward green brands.Design/methodology/approachIn this study, the authors examined the effect of green brand authenticity on perceptions of well-being, customer engagement and approach behaviors toward green brands. For the quantitative empirical analysis, 352 samples were used. Green brand authenticity integrates quality commitment, heritage, uniqueness and symbolism as high-dimensional factors.FindingsThe study conceptualizes green brand authenticity as a multi-dimensional phenomenon with four dimensions: quality commitment, heritage, uniqueness and symbolism. The results showed that green brand authenticity has a positive effect on hotel guests’ perceived well-being and behavioral intentions. Interestingly, environmental values did not have a statistically significant regulatory role, while green behavior in everyday life had a partial regulatory role.Practical implicationsThis study aims to develop and empirically test a conceptual model that depicts the function of green authenticity in explaining customer responses to green brands. The results and the theoretical framework proposed in this study provide significant insights for researchers and practitioners in the hotel industry.Originality/valueFurther than evaluating brand authenticity generally, this study evaluates the authenticity of a brand's environmental protection efforts. As a result of the empirical analysis conducted in this study, the green brand authenticity of a hotel had a positive effect on customers’ emotional and behavioral aspects. This finding provided valuable and meaningful insights for green hotels and hotel brand-related research.