Online Consumer Engagement Behaviour: The Consumer-Based Antecedents

Yeshika Alversia; Nina Michaelidou; Caroline Moraes

doi:10.1007/978-3-319-24184-5_206

Online Consumer Engagement Behaviour: The Consumer-Based Antecedents

Yeshika Alversia, Nina Michaelidou, Caroline Moraes

Research output: Chapter in Book/Report/Conference proceeding › Conference 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 language	English
Title of host publication	Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing
Subtitle of host publication	Proceedings of the 2013 World Marketing Congress
Editors	C. Campbell, J. Ma
Publisher	Springer
Pages	849-852
Number of pages	4
ISBN (Electronic)	978-3-319-24184-5
ISBN (Print)	978-3-319-24182-1, 978-3-319-37362-1
DOIs	https://doi.org/10.1007/978-3-319-24184-5_206
Publication status	E-pub ahead of print - 2 Dec 2015
Event	2013 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 2013 → 19 Jul 2013 https://cdn.ymaws.com/www.ams-web.org/resource/resmgr/Files/2013WMCPRO.pdf

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science

Conference

Conference	2013 Academy of Marketing Science 16th Biennial World Marketing Congress
Country/Territory	Australia
City	Melbourne
Period	17/07/13 → 19/07/13
Internet address	https://cdn.ymaws.com/www.ams-web.org/resource/resmgr/Files/2013WMCPRO.pdf

Access to Document

10.1007/978-3-319-24184-5_206Licence: None: All rights reserved

Cite this

Alversia, Y., Michaelidou, N., & Moraes, C. (2015). Online Consumer Engagement Behaviour: The Consumer-Based Antecedents. In C. Campbell, & J. Ma (Eds.), Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing: Proceedings of the 2013 World Marketing Congress (pp. 849-852). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Springer. Advance online publication. https://doi.org/10.1007/978-3-319-24184-5_206

Alversia, Yeshika ; Michaelidou, Nina ; Moraes, Caroline. / Online Consumer Engagement Behaviour: The Consumer-Based Antecedents. Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing: Proceedings of the 2013 World Marketing Congress. editor / C. Campbell ; J. Ma. Springer, 2015. pp. 849-852 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

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title = "Online Consumer Engagement Behaviour: The Consumer-Based Antecedents",

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.",

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booktitle = "Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing",

note = "2013 Academy of Marketing Science 16th Biennial World Marketing Congress : Looking forward, looking back: Drawing on the past to shape the future of Marketing ; Conference date: 17-07-2013 Through 19-07-2013",

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Alversia, Y, Michaelidou, N & Moraes, C 2015, Online Consumer Engagement Behaviour: The Consumer-Based Antecedents. in C Campbell & J Ma (eds), Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing: Proceedings of the 2013 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer, pp. 849-852, 2013 Academy of Marketing Science 16th Biennial World Marketing Congress, Melbourne, Victoria, Australia, 17/07/13. https://doi.org/10.1007/978-3-319-24184-5_206

Online Consumer Engagement Behaviour: The Consumer-Based Antecedents. / Alversia, Yeshika; Michaelidou, Nina; Moraes, Caroline.
Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing: Proceedings of the 2013 World Marketing Congress. ed. / C. Campbell; J. Ma. Springer, 2015. p. 849-852 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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T1 - Online Consumer Engagement Behaviour: The Consumer-Based Antecedents

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N2 - 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.

AB - 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.

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Alversia Y, Michaelidou N, Moraes C. Online Consumer Engagement Behaviour: The Consumer-Based Antecedents. In Campbell C, Ma J, editors, Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing: Proceedings of the 2013 World Marketing Congress. Springer. 2015. p. 849-852. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Epub 2015 Dec 2. doi: 10.1007/978-3-319-24184-5_206

Online Consumer Engagement Behaviour: The Consumer-Based Antecedents

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