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Abstract
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.
Authors (3)
-
Gizem Unal
- Nottingham Trent University Nottingham Business School
-
Bruno Schivinski dr
- Nottingham Trent University Nottingham Business School, Department of Marketing
Cite as
Full text
- Publication version
- Accepted or Published Version
- License
- Copyright (2017 Instytut Badań Rynku, Konsumpcji i Koniunktur)
Keywords
Details
- Category:
- Articles
- Type:
- artykuły w czasopismach recenzowanych i innych wydawnictwach ciągłych
- Published in:
-
Handel Wewnętrzny
pages 353 - 362,
ISSN: 0438-5403 - Language:
- English
- Publication year:
- 2017
- Bibliographic description:
- Unal G., Schivinski B., Brzozowska-Woś M.: Literature Review on Conceptualisation of Online Consumer Engagement// Handel Wewnętrzny. -., iss. 6 (371) (2017), s.353-362
- Verified by:
- Gdańsk University of Technology
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