Year: 2023
Type: dissertation
Abstract: In today’s highly networked environment, the engagement concept has become increasingly important for scholars and practitioners. This dissertation offers a better understanding of engagement by providing insights into the nomological network of this concept and by considering the micro- and macro-level perspective. Empirical and conceptual methodological approaches and statistical methods/techniques such as quantitative content analyses, a qualitative case study approach, regression analyses, and partial least squares structural equation modeling are applied to identify key drivers and business consequences of engagement. This dissertation argues that the engagement of actors can have beneficial consequences if it is managed in an adequate and effective manner. Engaged actors offer other actors like companies access to resources. These resources can lead to the improvement of—or the development of new—offerings, activities, and processes. This doctoral thesis shows that actor engagement (macro-level perspective) can be a driver of business model modifications. Practitioners willing to benefit from the engagement of actors should consider the antecedents identified in this dissertation (i.e., shared goals, access to resources, outcome expectations). At the micro level, the quantitative engagement studies of this dissertation examine the dyadic interaction between customers and brands/companies in the social media environment. These studies emphasize the importance of appropriate (crisis) communication on social media. They reveal that post-related attributes such as interactive elements or crisis-related content can influence the behavioral engagement of customers on social media. The insights of this dissertation offer guidance for companies and their managers willing to improve their engagement strategies.
Author: Kleer, Nicola
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7008300275