A Critical Analysis of Consumer Engagement Dimensionality

Rita Kuvykaitė, Asta Tarute

Abstract


The Marketing Science Institute’s 2014-2016 Research Priorities underline the need for further research in terms of the concept of consumer engagement and emphasize customer the problematics of engagement‘s measurement as a research priority in its Guide.

Purpose. The paper aims to validate dimensions of consumer engagement by performing a critical analysis of consumer engagement dimensionality.

Methodology. The paper presents an analysis of consumer engagement dimensionality based on the overview of conceptual and empirical studies of consumer engagement. This paper aims to identify and systemize the most common dimensions described in scientific literature with reference to previously identified characteristics and specific expressions of consumer engagement dimensions.

Results. Considering the results and insights of the researches of consumer engagement dimensions (Brodie, Hollebeek, Jurić, Ilić, 2011; Hollebeek, 2011a, 2011b; Hollebeek, Glynn, Brodie, 2014), it was concluded that the number of dimensions used for measurement of consumer engagement is determined by the perspective of consumer engagement (engagement as an unidimensional or multidimensional construct). Moreover, the definition of these dimensions depends on the object of engagement (brand, brand community, advertisement, social media sites, websites, etc.)

Usually consumer engagement is associated with certain emotions, behavior and consumer’s cognitive efforts or commitment. It should be noted that studies of marketing researchers usually are based on the active role of consumer emotionally or cognitively engaging to brand, to behavior related to brand after the purchase or participation in value creation processes.  After summarizing consumer engagement studies, the multidimensionality of the construct was reasoned – consumer engagement is a multidimensional construct that consists of three main dimensions – cognitive (consumer focus and interest in a particular engagement object), emotional (feelings of inspiration or pride caused by an engagement object) and behavioral (consumer effort and energy necessary for interaction with an engagement object).

The theoretical contribution. It should be noted that so far studies of consumer engagement and its dimensionality were used widely in social sciences literature, but these studies are inconsistent whereas results – controversial. The consumer engagement dimensions proposed and validated in this paper will let to expand studies on consumer engagement antecedents related to the expression of emotional, behavioural and cognitive dimensions. Also these results will enable researches to perform studies on the identification of the specific impact on consumer behaviour and thus the performance of the company caused by a particular dimension

Keywords: consumer engagement, multidimensional construct, engagement, dimensionality.

Paper type: Theoretical paper.


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