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The purpose of this study is to investigate conceptually the relationship between the customer’s engagement and equity and to determine whether customer engagement could be positively enhanced by business-to-business (B2B) firms to maximize their customer equity, through examining the role of cognitive, emotional and behavioral engagement.

This paper is built on the evolving marketing literature and proposes a comprehensive framework that uses a multidimensional conceptualization for the customer’s engagement and equity constructs; examines the relationships between customer satisfaction, commitment, trust and involvement and customer engagement; and specifies the specific customer engagement dimensions – cognitive, emotional and behavioral – as key mediators of the engagement–equity relationship.

This paper indicated that customer engagement is a multidimensional construct with three dimensions: cognitive, emotional or behavior engagement. Customer’s satisfaction, commitment, trust and involvement would be regarded as antecedents to customer engagement, whereas customer equity would be regarded a consequence for customer engagement. In addition, this paper identified three drivers of customer equity – value, brand and relationship equities – based on reviewing the previous studies.

This paper integrates philosophies from previous marketing studies of customer relationship management and customer engagement and equity into a B2B environment in a more customer-centric approach.

The purpose of this paper is to examine the dual effect of sensory experiences on customer behaviour in the context of retailing. Based on the theoretical framework of the optimal stimulation level theory, the authors propose that sensory experiences reinforce satisfaction, engagement and loyalty, but increase customers’ diversive exploration and curiosity for other experiences and may eventually led to reduced loyalty.

A self-administrated online questionnaire was distributed via e-mail to 1,000 households in a Spanish town, and 325 usable responses of supermarket customers were collected. The hypothesised relationships were tested using the partial least squares approach. The analysis is extended with an experiment in online fashion stores that explores whether a varied sensory experience reinforces consumers’ diversive exploration. In total, 68 students participated in the study. Hierarchical regression analysis is performed to analyse the results of the experiment.

Findings support the notion that a pleasant sensory experience increases customer satisfaction and therefore their engagement and behavioural loyalty (exclusivity) towards the retailer whilst also generating more ambitious consumer expectations vis-à-vis the shopping experience and thus encouraging them to search for new retailers and, so, to be less loyal.

This research warns of the risk of increasing customer’s expectations and reducing their loyalty; hence satisfaction is not enough. Retailers should consider offering new experiences and surprise customers every so often, attempting to curtail the effect of satiation or the effect of over-arousal.

The novelty of this study is the proposal of a twofold effect of sensory experience on loyalty, a positive effect, through satisfaction, and a negative effect, through the search for new experiences.

This study aims to examine the influence of gameful experience (GAMEX) on customer brand engagement in the context of e-tailing. Drawing on the self-determination and social learning theories, the authors have developed a comprehensive model incorporating cognitive, emotional and behavioral factors leading to brand advocacy and re-visit intention for the retail website.

The data for this study were obtained from 715 customers across various e-tailing websites. This research uses both quantitative method (partial least squares structural equation modeling − PLS-SEM) and qualitative method (fuzzy set qualitative comparative analysis − fsQCA) to investigate the relationship between GAMEX and customer brand engagement in the e-tailing context, with a focus on the long-term outcomes of brand advocacy and re-visit intention.

The PLS-SEM results indicate a significant impact of GAMEX on customer brand engagement. In addition, the findings reveal the moderating role of fear of missing out, internet self-efficacy and technoeustress in the association among GAMEX, customer brand engagement, brand advocacy and re-visit intention. The findings from fsQCA support the results obtained from PLS-SEM and reveal four configurations for brand advocacy and five configurations for re-visit intentions.

This research evaluates the impact of GAMEX on customer brand engagement using a mixed-method approach involving qualitative and quantitative procedures. This study offers valuable insights into the design of gamified marketing activities and current practices for fostering greater engagement.

Adopting 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.

We test a sample of hotel-customers to probe this matter using partial least squares structural equation modeling.

The 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.

We focus on SMI, CBE and BCB. This study contributes to the existing marketing and hospitality management research and spawns rich opportunities for further studies.

The study article assists marketers in comprehending the CBE-based antecedents and consequences and facilitates their increasing CBE, BCB and behavioral intentions.

While 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 aim of this exploratory study is to analyze if the most used factors related to the engaging interaction and long-term engagement with online applications can be applied to WhatsApp in a context of everyday life in Madrid and to investigate what parameters would best describe the engagement with WhatsApp in this context.

A qualitative method was employed to explore the cognitive, emotional and behavioral factors that mainly comprise the experience of a user with an online application, both at a point in time and over time. Data from 30 semi-structured interviews and questionnaires from six group chats were collected and analyzed. The sample was made up of people aged from 13 to 58 years old.

Findings suggest that the factors used in this study to evaluate long-term engagement and engaging interactions with WhatsApp are relevant, except for cognitive factors related to engaging interactions, indicating that the cognitive point of view is more difficult to apply in the engaging interaction analysis. Other attributes related to information retrieval are suggested, best suited to the informative use of this tool.

Long-term engagement studies are scarcer concerning Mobile Instant Messaging applications. Regarding engagement interaction, its analysis focusing on WhatsApp has not been approached. This study suggests the convenience of using parameters related to information to evaluate the engaging interaction, according to the informative use of the application.

Travel companies are increasingly hosting online communities to extend their initiatives of customer relationship management and gain additional insight into their business. While the benefits to companies from hosting online communities are clear, another closely related issue has not been given comparative attention: Why do customers engage voluntarily in online travel communities? The purpose of this paper is to answer the question by developing and testing a conceptual model that exploring the influence of socialization interactions on customer engagement with the community.

Hypotheses were tested by applying structural equation modeling based on survey data collected from an online travel community (n=665).

The results supported the research hypotheses and demonstrated that socialization interactions (i.e. information and social exchange) in the online travel community are important catalysts for customer engagement.

The contribution of this study is twofold. First, from a theoretical perspective, it offers new insights into the conceptualization of customer engagement and its antecedents in the context of the online travel community. Second, from a pragmatic perspective, the conceptual model derived from this research aids practitioners in stimulating customer engagement from the perspective of socialization interactions.

By extending the expectancy-disconfirmation theory and integrating the elaboration likelihood model, this study aims to explore the reference effects (i.e. disconfirmation and self-identity) and customer engagement that affect customer experience on satisfaction with a museum visit. The study is designed to test a dual-mediator mechanism involving disconfirmation and self-identity. The moderating role of cognitive, affective or behavioral engagements is also examined with the overall purpose to advance the understanding of customer experience in cultural consumption such as museum visits.

A self-administered field survey in two stages was carried out on visitors to the Hong Kong Museum of Art. A total of 465 valid response sets were used for analysis. Hypotheses were tested using confirmatory factor analysis, three-step mediation test, structural equation modeling and moderation regressions.

Disconfirmation and self-identity are found to be dual mediators in the experience–satisfaction relationship. Cognitive engagement reduces the effect of knowledge experience on disconfirmation and self-identity but increases that of the entertainment experience on disconfirmation and self-identity. Affective engagement amplifies the effect of knowledge experience on self-identity but mitigates the importance of entertainment evaluations.

Findings highlight the importance of both perceived knowledge and entertainment experiences in visitors’ evaluation of a cultural experience. Managers are suggested to craft promotional messages with the psychological appeal that connects visitors with museum services. Appropriate engagement tactics for museums can be developed to avoid overloading visitors with information.

Previous studies treat disconfirmation as the dominant reference effect in the formation of customer satisfaction. This study shows both disconfirmation and self-identity as dual reference effects that link the customer experience to satisfaction in the museum context, serving as a pioneer in defining how the influence of experience on reference effects varies depending on how customers are cognitively and affectively engaged in such context.

The purpose of this paper is to explore the use of a simulator for teaching programming to foster student engagement and meaningful learning.

An exploratory mixed-method research approach was adopted in a classroom-based environment at a UK university. A rich account of student engagement dimensions (behavioural, affective/emotional, and cognitive) was captured through descriptive and inferential statistical analysis. This was triangulated through reflective and in-depth validation of open-ended questions.

Results show higher behavioural and emotional engagement in simulator-based sessions, but relatively low cognitive engagement when compared with traditional programming sessions. A strong interweaving relationship between these three dimensions is evident in both the traditional and simulator approaches. Therefore, a balanced distribution of the dimensions is recommended for effective planning and delivery of programming sessions.

Student engagement is multidimensional as it includes various internal and external/ecological factors. This study did not consider external factors, such as family and societal influence; it focused on the classroom-based environment.

This study critically examined the use of simulation as a means to foster student engagement in programming sessions. Findings suggest that a balanced activities within the three engagement dimensions can facilitate meaningful learning.

This paper aims to uncover the drivers of consumer-brand engagement on Facebook, understood here as users’ behavioral responses in the form of clicks, likes, shares and comments. We highlight which content components, interactivity cues (calls to action [CTA]) and media richness (e.g. video, photo and text) are most effective at inducing consumers to exhibit clicking, liking, commenting and sharing behaviors toward branded content.

This study analyzes 757 Facebook-based brand posts from a media and entertainment brand over a 15-week period. It investigates the relationship between interactive cues and media richness with consumer engagement using a negative binomial model.

Results show positive relationships for both interactivity cues and media richness content components on increasing consumer-brand engagement outcomes. The findings add clarity to previous inconsistent findings in the marketing literature. CTAs enhance all four engagement behaviors. Media richness also strongly influences all engagement behaviors, with visual imagery (photos and videos) attracting the most consumer responses.

The sampled posts pertain to one brand (a radio station) and are thus concentrated within the media/entertainment industry, which limits the generalizability of findings. In addition, the authors limit their focus to Facebook but recognize that findings may differ across more visual or textual social networking sites.

The authors uncover the most effective pairings of media richness and interactivity components to trigger marketer-desired, behavioral responses. For sharing, for example, the authors show that photo-based posts are more effective on average than video-based posts. The authors also show that including an interactive call to act to encourage one type of engagement behavior has a near-universal effect in increasing all engagement behaviors.

This study takes two widely used concepts within the communications and advertising literatures – interactivity cues and media richness – and tests their relationship with engagement using real and actual users’ data available via Facebook Insights. This method is more robust than surveys or wall scrapping, as it mitigates Facebook’s algorithm effect. The results produce more consistent relationships than previous content marketing studies to date.

This study aims to examine the impact of the gameful experience on behavioural outcomes. Drawing from stimulus–organism–response theory, it proposes and tests a new model that investigates the relationship between the gameful experience, brand loyalty and intention to use gamified branded applications in the sports context. In addition, it explores the mediating role of customer–brand engagement (CBE) and the moderating role of self-image congruity (SIC).

A sample of 436 active users of sport-related branded gamified applications was used to test the model. Data was collected from online sports forums, brands’ Facebook communities and during sporting events.

Results indicate that the gameful experience positively and directly impacts behavioural intentions but does not directly influence brand loyalty. This relationship becomes partially significant when mediated by CBE. In addition, results show that users with high levels of SIC are more likely to continue using the gamified application, whereas users with low levels are more likely to engage with the brand.

This study expands the gamification literature in the sports sector by revealing the importance of the gameful experience in driving loyalty, behavioural intentions and CBE. It proposes a new model that sheds light on the emotional aspect of the interaction between a user and a gamified system and the importance of exploring the effects of moderators, such as SIC, in these relationships.