Electronic Resource

Article - Enhancing customer engagement: Exploration and introduction to the special section Vol: 38 (Issue): 3 Hal: 297–300

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This special section of the Journal of the Academy of Marketing Science presents five impactful studies that explore
customer engagement (CE) through crowdfunding, social media, influencer networks, and live-streaming. These studies
enhance our understanding of CE and how it shapes firm strategy and consumer behavior. As a preface to the studies

featured in this special section, we present an integrated framework—linking triggers, mediators, moderators, and out-
comes—that contextualizes CE. As a part of that contextualization, we introduce a Digital Customer Engagement Maturity

matrix to categorize firms according to their technology adoption and realized CE outcomes. We identify key themes from

recent literature and outline promising avenues for future research. Together, the contributions offered in this special sec-
tion present robust theoretical and methodological insights into the evolving landscape of CE, reinforcing CE’s importance

as a strategic lever in digitally mediated consumer-firm relationships.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

658.812 KUM e

Penerbit

: Springer Science & Business Media., 2010

Deskripsi Fisik

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Bahasa

English

ISBN/ISSN

1552-7824

Klasifikasi

658.812 KUM e

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

Vol: 38 (Issue): 3 Hal: 297–300

Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

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