Positive and negative valence influencing consumer engagement

Abstract

Purpose The current service landscape is increasingly dynamic, and consumers’ engagement in market-related behavior is constantly changing. Developments in technology further influence this continuous dynamism. Therefore, it is important to understand the factors that may cause different engagement valence, especially as only some consumers actively engage in online platforms. The purpose of this paper is to characterize factors that positively and negatively influence consumer engagement and suggest theoretical and managerial implications for the different factors that determine consumer engagement. Design/methodology/approach This paper conceptualizes factors that influence consumer engagement based on their characteristics (behavioral, emotional, and cognitive) and the type of influence (positive or negative). The study uses customer-dominant logic of service, which focuses on emancipated customers and idiosyncratic customer logic, rather than on provider-orchestrated customer experiences of brands, firms, or offerings. An abductive research approach is used to qualitatively explore consumer engagement in the context of online interest communities. Findings The study identifies the behavioral, emotional, and cognitive factors that positively and negatively determine consumer engagement in the context of online interest communities. Research limitations/implications Through the focus on customer logic, the study provides a detailed and nuanced view of factors that influence consumer engagement. Future research is needed to explore how this framework can be applied to other online communities and different service contexts. Practical implications The paper provides insights into the presence of an interest area in consumers’ lives. The study indicates how firms may be involved in consumers’ lives and how firms may create successful customer relationships based on consumer engagement. Originality/value This study enhances previous research in four ways: by characterizing factors that determine engagement, paying particular attention to its negatively valenced factors and examining the interplay of the factors that positively and negatively influence engagement, by describing consumers’ connection to the interest area instead of positioning the brand as the link between the consumers and the provider, and by discussing the theoretical and practical challenges associated with understanding and managing consumer engagement.

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