publication . Article . 2017

Literature review on conceptualisation of online consumer engagement

Unal, G.; Schivinski, Bruno; Brzozowska-Woś, M.;
Open Access English
  • Published: 22 Nov 2017
  • Publisher: CEJSH
  • Country: United Kingdom
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 market- ing 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 al...
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45 references, page 1 of 3

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45 references, page 1 of 3
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