Year: 2019
Type: conference-paper
Abstract: Recent research reveals technology playing an increasingly important and versatile role in customer and actor engagement (AE), but focused analysis on these roles is lacking. This paper examines five key roles that technology can play in AE, Technology as: 1) focal engagement object; 2) engagement platform, 3) initiator of engagement, 4) shaper of engagement institutional context; and 5) focal engaging actor. This paper enriches literature on AE by introducing postphenomenology and technological environmentality and serves as the first attempt to systematically analyse and organize this phenomenon.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2980082893