An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness

By Bobby J. Calder, Edward C. Malthouse, Ute Schaedel. 2009

1,042 citations recorded by the source corpus.

Subfields: Information Systems and Management, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/62a60e37751a4d8b25ece758d2e74268bcaea427

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Information Systems and Management

1. Ali Abdallah Alalwan
2. Nripendra P. Rana
3. Abdullah Mohammed Baabdullah
4. Linda D. Hollebeek
5. Raed Salah Algharabat
6. E. V. van Reijmersdal
7. Clay M. Voorhees
8. Brian J. Baldus

In Marketing

1. Linda D. Hollebeek
2. Tom Chen
3. Mathew S. Isaac
4. E. V. van Reijmersdal
5. Sandra Maria Correia Loureiro
6. Edward C. Malthouse
7. G. van Noort
8. Bobby J. Calder

In Sociology and Political Science

1. Linda D. Hollebeek
2. Ali Abdallah Alalwan
3. Nripendra P. Rana
4. Tom Chen
5. Mathew S. Isaac
6. E. V. van Reijmersdal
7. Sandra Maria Correia Loureiro
8. Abdullah Mohammed Baabdullah

Citations in the corpus

• S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM (2019, background): “To illustrate, scales gauging brand engagement in self-concept (Sprott et al. 2009), online engagement (Calder et al. 2009), online brand community engagement (Baldus et al. 2015), and consumer engagement with brand-related social media content (Schivinski et al. 2016) each propose a unique set of…”
• Capturing value from non-paying consumers’ engagement behaviours: field evidence and development of a theoretical model (2016, neutral): “So, while Calder et al. (2009) identify eight ‘online engagement’ dimensions, Hollebeek and Chen (2014) proposed threedimensional (3D) perspectives of engagement. Concurring with van Doorn et al. (2010) and Verleye et al. (2014), we focus on the behavioural dimension of ‘engagement’, applied in the ”
• Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media (2018, background): “…into the circumstances of other individuals, finding a basis for conversation and social interaction, having a substitute for real-life companionship, helping perform social roles, and being provided with an opportunity to socialize (e.g., Calder et al., 2009; Chiu & Huang, 2015; McQuail, 1983).”
• Exploring online customer engagement with hospitality products and its relationship with involvement, emotional states, experience and brand advocacy (2019, background): “…of particular cognitive, emotional and behavioral dimensions depends, extensively, on the engagement actors – engagement subjects/objects – and contexts (Brodie et al., 2011), including media contexts (new online media in contrast to traditional advertising media) (Calder et al., 2009).”
• Engagement-Based Loyalty: The Effects of Social Media Engagement on Customer Loyalty in the Travel Industry (2018, background): “Calder, Malthouse, and Schaedel (2009) and Vivek, Beatty, and Morgan (2012) also emphasized the behavioral aspects of engagement (i.e., the act of involvement and connecting with a brand).”
• Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media (2020, background): “Moreover, Carlson et al. (2018) argue that consumers’ involvement shapes their brand experience.”