A netnographical approach to typologizing customer engagement and corporate misconduct
Article
Article Title | A netnographical approach to typologizing customer engagement and corporate misconduct |
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ERA Journal ID | 19837 |
Article Category | Article |
Authors | Hua, Lian-Lian (Author), Prentice, Catherine (Author) and Han, Xiaoyun (Author) |
Journal Title | Journal of Retailing and Consumer Services |
Journal Citation | 59, pp. 1-14 |
Article Number | 102366 |
Number of Pages | 14 |
Year | 2021 |
Publisher | Elsevier |
Place of Publication | United Kingdom |
ISSN | 0969-6989 |
1873-1384 | |
Digital Object Identifier (DOI) | https://doi.org/10.1016/j.jretconser.2020.102366 |
Web Address (URL) | https://www.sciencedirect.com/science/article/pii/S0969698920313746 |
Abstract | Customer engagement has important implications for the organization. The study developed a typology to understand customer engagement and its relationship with corporate misconduct. Customer engagement is categorized into co-developing, augmenting, influencing, and mobilizing behaviors, which are typologized into organizational and peer engagement, with co-developing and augmenting behaviors classified as organizational engagement, and the remaining two as peer engagement. In view of a focus on negative engagement in the case of corporate misconduct in previous research, this study deployed a netnographical approach to exploring positive and neutral engagement within the organization and with peers. The findings indicate that corporate misconduct not only elicits a negative response but may also elicit positive or indifferent engagement behaviors. This study contributes to customer engagement and corporate misconduct research by delving into underexplored aspects of consumer behavior. |
Keywords | Corporate misconduct; Customer engagement; Netnography; Social media |
ANZSRC Field of Research 2020 | 350799. Strategy, management and organisational behaviour not elsewhere classified |
350699. Marketing not elsewhere classified | |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | Sun Yat-sen University, China |
Griffith University | |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q7824/a-netnographical-approach-to-typologizing-customer-engagement-and-corporate-misconduct
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