Engagement with Online Customers in Emerging Economies: The Power of Online Brand Communities and Social Networking Sites

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dc.authorwosidARIKAN, Esra/Z-3545-2019
dc.contributor.authorArikan, Esra
dc.coverage.doi10.4018/978-1-5225-2206-5
dc.date.accessioned2024-07-18T20:50:44Z
dc.date.available2024-07-18T20:50:44Z
dc.date.issued2017
dc.departmentİstanbul Bilgi Üniversitesien_US
dc.description.abstractIn today's highly dynamic business environment, firms are increasingly seeking customer participation and engagement with their brands. Thus, the role that customer engagement plays in the co-creation of customer experience and value receives utmost attention from both academicians and practitioners and given the inherent characteristics of services, extending firm-customer relationships through customer engagement is especially critical for service firms. However, there still remains a gap in the literature in terms of how customers engage with services online. Drawing mainly on the service-dominant logic along with the relationship marketing and social exchange theories, this chapter addresses this research gap by providing a literature review in this area and examining the key drivers and outcomes of online customer engagement, particularly through online brand communities and social networking sites, so that customer engagement in such virtual environments can be promoted as a new opportunity to create enhanced value, especially in emerging economies.en_US
dc.identifier.doi10.4018/978-1-5225-2206-5.ch009
dc.identifier.endpage209en_US
dc.identifier.isbn978-1-5225-2207-2
dc.identifier.isbn978-1-5225-2206-5
dc.identifier.scopus2-s2.0-85016789224en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.startpage184en_US
dc.identifier.urihttps://doi.org/10.4018/978-1-5225-2206-5.ch009
dc.identifier.urihttps://hdl.handle.net/11411/8203
dc.identifier.wosWOS:000411566300010en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherIgi Globalen_US
dc.relation.ispartofPromotional Strategies and New Service Opportunities in Emerging Economiesen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectWord-Of-Mouthen_US
dc.subjectScale Developmenten_US
dc.subjectConsumer Engagementen_US
dc.subjectCo-Creationen_US
dc.subjectImpacten_US
dc.subjectMediaen_US
dc.subjectBehavioren_US
dc.subjectAntecedentsen_US
dc.subjectEnvironmentsen_US
dc.subjectPerformanceen_US
dc.titleEngagement with Online Customers in Emerging Economies: The Power of Online Brand Communities and Social Networking Sites
dc.typeBook Chapter

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