Literature Review on Conceptualisation of Online Consumer Engagement

• Autorzy: Gizem Unal , Bruno Schivinski , Magdalena Brzozowska-Woś

Warianty tytułu

Konceptualizacja zaangażowania konsumenta on-line - przegląd literatury

• Języki publikacji: EN

Abstrakty

EN

The purpose of the current study is to develop a literature review on "online consumer engagement" (OCE). Articles from 2006 to 2016 published in the marketing journals and other related journals have been reviewed to summarise the OCE concept. Although there is not an agreed definition and conceptualisation of OCE, this study classified the concept as either behavioural or psychological within the dimensions of cognitive, emotional, and behavioural type. The objects of OCE also were grouped as engagement with a brand, online brand community, and multiple engagement objects to address the importance of interactive nature of "customer engagement" (CE), which allows customers to engage with multiple objects at the same time. Finally, this study provides the most updated review on the OCE concept in the context of online engagement. (original abstract)

Celem opracowanego przeglądu literatury jest zrozumienie znaczenia pojęcia "zaangażowania on-line konsumenta" (OCE). Analizie poddano artykuły opublikowane m.in. w marketingowych czasopismach naukowych w latach 2006-2016. W badanych tekstach autorzy nie są zgodni co do definicji i konceptualizacji OCE. Na podstawie literatury dokonano podziału tych definicji na dwie grupy - behawioralne i psychologiczne. Prócz tego wyodrębniono trzy wymiary OCE - kognitywny, emocjonalny i behawioralny. Definicje OCE pogrupowano również według typu. Wyodrębniono zaangażowanie: wobec marki, wobec społeczności on-line związanej z marką oraz wobec wielu obiektów. Z punktu widzenia przyszłych badań, szczególnie istotna jest skłonność do jednoczesnego angażowania się klientów w Internecie względem wielu obiektów. Przedstawiona analiza stanowi najnowszy przegląd koncepcji zaangażowania on-line konsumentów. (abstrakt oryginalny)

Słowa kluczowe

EN

Customer engagement; Internet users; Conceptualisation

PL

Zaangażowanie klienta; Użytkownicy internetu; Konceptualizacja

• Czasopismo: Handel Wewnętrzny
• Rocznik: 2017
• Numer: nr 6
• Strony: 353--362

Twórcy

autor

Gizem Unal

• Nottingham Trent University

autor

Bruno Schivinski

• Nottingham Trent University

autor

Magdalena Brzozowska-Woś

• Politechnika Gdańska

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