Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value

By Vikas Kumar, Lerzan Aksoy, Bas Donkers, R. Venkatesan, Thorsten Wiesel, Sebastian Tillmanns. 2010

1,355 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/eb81ecaff4c376c45c3c75a9200399ac279760e0

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Citations in the corpus

Does experience affect engagement? Role of destination brand engagement in developing brand advocacy and revisit intentions (2020, background): “In fact, Kumar et al. (2010) defined CE as a set of activities performed by customers, affecting a firm’s performance; these activities include customer purchases, incentivized referrals provided by customers, feedback, suggestions, and discussions on social media platforms.”
Exploring Social Media Engagement Behaviors in the Context of Luxury Brands (2018, background): “Yet another approach views CEB not as a psychological state but as manifest behaviors exhibited by consumers as they interact with brands (and with other consumers in relation to brands) (Kumar et al. 2010; Van Doorn et al. 2010).”
Online engagement factors on Facebook brand pages (2013, background): “Moreover, achieving these marketing objectives was found to be of significant importance for the companies, leading towards increased profitability (Enders et al. 2008; Hallowell 1996; Kumar et al. 2010).”
Global Customer Engagement (2018, background): “Customer engagement has been discussed in recent marketing literature (Brodie et al. 2011; Kumar et al. 2010; Vivek, Beatty, and Morgan 2012) as an outcome measure of the firm’s activities.”
A Theory of Customer Valuation: Concepts, Metrics, Strategy, and Implementation (2018, background): “…referral value [CRV]), (3) through their power to positively influence other customers about the firm’s offerings on social media (or customer influence value [CIV]), and (4) by providing feedback to the firm for product and service ideas (or customer knowledge value [CKV]) (Kumar et al. 2010).”
Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation (2014, background): “Consequently, CBE has been viewed to represent a key newmetric for gaging brand performance (Bowden 2009; Kumar et al. 2010; MSI—Marketing Science Institute, 2010).”
Engaging customers during a website visit: a model of website customer engagement (2016, background): “and the contribution of feedback to the firm (Kumar et al., 2010).”
Who are you and what do you value? Investigating the role of personality traits and customer-perceived value in online customer engagement (2016, neutral): “…practices and customer value (Misra et al., 2008; Porter et al., 2013; Schau et al., 2009; Seraj, 2012), they have also suggested that online customer engagement might be related to value creation (Higgins & Scholar, 2009; Hollebeek, 2013; Jaakkola & Alexander, 2014; Kumar, Aksoy, et al., 2010).”
Setting the future of digital and social media marketing research: Perspectives and research propositions (2020, background): “For instance, customers can create (destroy) value for an organisation through purchase related behaviors as well as through influencing others, generating knowledge exchanges and co-creation/developing behaviors with brands (c.f. Jaakkola and Alexander 2014; Kumar et al., 2010).”
Consumer engagement in a virtual brand community: An exploratory analysis (2013, background): “Further, Kumar et al. (2010) extend the customer value management framework to “Total Customer Engagement Value,” which represents an important advance in managerial thinking that has implications for managing online brand communities.”
S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM (2019, background): “2015) CE & marketing performance • How can the CE foundational processes be leveraged to optimize marketing performance? (n = 12; Kumar et al. 2010; Kumar 2013)? Enhanced theoretical development/understanding of CE • “We keep the game play in our apps as engaging as possible [by] constantly adding n”