Online Consumer Engagement Behaviour: The Consumer-Based Antecedents

    Research output: Chapter in Book/Report/Conference proceedingConference contribution

    Abstract

    The purpose of this paper is to identify the consumer-based antecedents of online Consumer Engagement Behaviour (CEB). Online CEB refers to non-transactional behavioural manifestation focusing on brands, products or firms, with a direct or indirect and positive or negative impact on firm performance (van Doorn et al. 2010). Online CEB includes e-WOM, online consumer recommendations, blogging, or writing online reviews related to particular product categories or brands. The proliferation of these activities due to the rise of social networking sites enables consumers to interact, share, and create content about many things, including brands. Therefore, it is important for firms to examine the antecedents of online CEB in order to understand its nature and better manage online CEB. This paper proposes a conceptual model of consumer-based antecedents of online Consumer Engagement Behaviour.
    Original languageEnglish
    Title of host publicationLooking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing
    Subtitle of host publicationProceedings of the 2013 World Marketing Congress
    EditorsC. Campbell, J. Ma
    PublisherSpringer
    Pages849-852
    Number of pages4
    ISBN (Electronic)978-3-319-24184-5
    ISBN (Print)978-3-319-24182-1, 978-3-319-37362-1
    DOIs
    Publication statusE-pub ahead of print - 2 Dec 2015
    Event2013 Academy of Marketing Science 16th Biennial World Marketing Congress: Looking forward, looking back: Drawing on the past to shape the future of Marketing - Monash University, Melbourne, Australia
    Duration: 17 Jul 201319 Jul 2013
    https://cdn.ymaws.com/www.ams-web.org/resource/resmgr/Files/2013WMCPRO.pdf

    Publication series

    NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science

    Conference

    Conference2013 Academy of Marketing Science 16th Biennial World Marketing Congress
    Country/TerritoryAustralia
    CityMelbourne
    Period17/07/1319/07/13
    Internet address

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