European Journal of Marketing: Volume 53 Issue 9

Guest editorial

Linda D. Hollebeek, David E. Sprott, Tor W. Andreassen

Consumer engagement in online brand communities: the moderating role of personal values

Julia Marbach, Cristiana Lages, Daniel Nunan, Yuksel Ekinci

Despite growing recognition of the importance of consumer engagement with new technologies, a gap remains in terms of understanding the antecedents, consequences and moderators of…

Technology push without a patient pull: Examining digital unengagement (DU) with online health services

Debbie Isobel Keeling, Ko de Ruyter, Sahar Mousavi, Angus Laing

Policymakers push online health services delivery, relying on consumers to independently engage with online services. Yet, a growing cluster of vulnerable patients do not engage…

Customer engagement with brands in social media platforms: Configurations, equifinality and sharing

Jamie Carlson, Siegfried P. Gudergan, Carsten Gelhard, Mohammad Mahfuzur Rahman

Social media brand platforms have become a popular means for engaged customers to share information and experiences with brands and other customers. However, empirical research on…

Fostering brand engagement and value-laden trusted B2B relationships through digital content marketing: The role of brand’s helpfulness

Kimmo Taiminen, Chatura Ranaweera

The purpose of this paper is to explore how digital content marketing (DCM) users can be engaged with business-to-business (B2B) brands and determine how such engagement leads to…

Trade fairs as engagement platforms: the interplay between physical and virtual touch points

Maria Sarmento, Cláudia Simões

The purpose of this paper is to provide insights into the association between physical and virtual trade fairs under the conceptual lens of engagement platforms. The authors build…

Who’s pulling the strings?: The motivational paths from marketer actions to user engagement in social media

Welf H. Weiger, Hauke A. Wetzel, Maik Hammerschmidt

Firms increasingly rely on content marketing to trigger user engagement in social media brand communities. The purpose of this paper is to examine how three generic types of…

Consumers’ online brand-related activities (COBRAs) on SNS brand pages: An investigation of consuming, contributing and creating behaviours of SNS brand page followers

Rico Piehler, Michael Schade, Barbara Kleine-Kalmer, Christoph Burmann

This paper aims to investigate word of mouth as a consequence and information, entertainment, social interaction and remuneration motivations as antecedents of consuming…

Unveiling heterogeneous engagement-based loyalty in brand communities

Laurence Dessart, Joaquín Aldás-Manzano, Cleopatra Veloutsou

Although recent research appreciates that consumers increasingly interact with brands in brand communities and that brand engagement is an important and complex phenomenon in…

Customer engagement with websites: a transactional retail perspective

Cara Connell, Ruth Marciniak, Lindsey I. Carey, Julie McColl

This paper aims to focus on customer engagement (CE) in the underexplored context of transactional retailing websites, providing insight into the drivers, manifestations and…

Consumer engagement on Twitter: perceptions of the brand matter

Wayne Read, Nichola Robertson, Lisa McQuilken, Ahmed Shahriar Ferdous

This paper aims to develop and empirically test a theoretical framework of consumer engagement with brands on Twitter.

Rules of (household) engagement: technology as manager, assistant and intern

Kate Letheren, Rebekah Russell-Bennett, Rory Francis Mulcahy, Ryan McAndrew

Practitioners need to understand how households will engage with connected-home technologies or risk the failure of these innovations. Current theory does not offer sufficient…

Engaging customers through online and offline referral reward programs

Jochen Wirtz, Chiara Orsingher, Hichang Cho

This paper aims to examine the psychological consequences of a customer engagement initiative through referral reward programs (RRPs) in online versus offline environments.

The impact of representation media on customer engagement in tourism marketing among millennials

Kim Willems, Malaika Brengman, Helena Van Kerrebroeck

As online travel marketing is evermore gaining importance, in particular regarding the pre-purchase presentation of travel destinations, it is imperative to examine how various…

Customer engagement in evolving technological environments: synopsis and guiding propositions

Linda D. Hollebeek, David E. Sprott, Tor W. Andreassen, Carolyn Costley, Phil Klaus, Volker Kuppelwieser, Amela Karahasanovic, Takashi Taguchi, Jamid Ul Islam, Raouf Ahmad Rather