skip to main content
Language:
Search Limited to: Search Limited to: Resource type Show Results with: Show Results with: Search type Index

Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value

Journal of the Academy of Marketing Science, 2018-05, Vol.46 (3), p.366-383 [Peer Reviewed Journal]

The Author(s) 2017 ;COPYRIGHT 2018 Springer ;Journal of the Academy of Marketing Science is a copyright of Springer, (2017). All Rights Reserved. ;ISSN: 0092-0703 ;EISSN: 1552-7824 ;DOI: 10.1007/s11747-017-0539-4

Full text available

Citations Cited by
  • Title:
    Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value
  • Author: Beckers, Sander F. M. ; van Doorn, Jenny ; Verhoef, Peter C.
  • Subjects: Analysis ; Behavior ; Business and Management ; Consumer attitudes ; Consumer behavior ; Customer feedback ; Customer relations ; Marketing ; Marketing information systems ; Online advertising ; Original Empirical Research ; Reputation management ; Social Sciences ; Stakeholder theory ; Stockholders ; Studies ; Word of mouth marketing
  • Is Part Of: Journal of the Academy of Marketing Science, 2018-05, Vol.46 (3), p.366-383
  • Description: In today’s connected world, customer engagement behaviors are very important. Many companies launch initiatives to stimulate customer engagement. However, despite evidence that customer engagement behavior also matters to shareholders, academic research on the firm value consequences of customer engagement campaigns is limited. This study is the first to investigate the value-related consequences of firm-initiated customer engagement behaviors, using shareholder evaluations of the public announcements of such initiatives. We find that companies’ customer engagement initiatives, on average, decrease market value, which is likely because the shareholders are sensitive to the risk of these initiatives backfiring. Nevertheless, initiatives that stimulate word-of-mouth are viewed less negatively than initiatives that solicit customer feedback, as are initiatives that are supported by social media. Companies that operate in a competitive environment or do not advertise much can create value by stimulating customer engagement, while companies with a strong corporate reputation are likely to not benefit from it.
  • Publisher: New York: Springer US
  • Language: English
  • Identifier: ISSN: 0092-0703
    EISSN: 1552-7824
    DOI: 10.1007/s11747-017-0539-4
  • Source: ProQuest One Psychology
    Springer Open Access Journals
    ProQuest Central
Back to results list
INSPIRE LIBRARY - TON DUC THANG UNIVERSITY (84-028) 37 755 057 Feedback
19 Nguyen Huu Tho St. Dist.7, HCM thuvien@tdtu.edu.vn

Copyright © 2017 INSPIRE LIBRARY - TON DUC THANG UNIVERSITY

Searching Remote Databases, Please Wait