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    Literature review on conceptualisation of online consumer engagement

    Unal, G. and Schivinski, Bruno and Brzozowska-Woś, M. (2017) Literature review on conceptualisation of online consumer engagement. Handel Wewnętrzny 371 (6), pp. 353-362. ISSN 0438-5403.

    Unal, Schivinski, Brzozowska-woś - 2017 - Literature Review on Conceptualisation of Online Consumer Engagement.pdf - Published Version of Record

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    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 allows customers to engage with multiple objects at the same time. Finally, this study provides the most updated review on the OCE concept in the context of online engagement.


    Item Type: Article
    Keyword(s) / Subject(s): conceptualisation, dimensions of engagement, online consumer engagement
    School: Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School
    Depositing User: Bruno Schivinski
    Date Deposited: 24 Nov 2017 08:22
    Last Modified: 02 Aug 2023 17:37


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