Engagement with online customers in emerging economies: The power of online brand communities and social networking sites [2-s2.0-85041580399]

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dc.authorscopusid57192577064
dc.contributor.authorArikan, E.
dc.date.accessioned2024-07-18T20:17:27Z
dc.date.available2024-07-18T20:17:27Z
dc.date.issued2018
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. © 2018 by IGI Global. All rights reserved.en_US
dc.identifier.doi10.4018/978-1-5225-5187-4.ch046
dc.identifier.endpage927en_US
dc.identifier.isbn9781522551898
dc.identifier.isbn1522551875
dc.identifier.isbn9781522551874
dc.identifier.scopus2-s2.0-85041580399en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.startpage908en_US
dc.identifier.urihttps://doi.org/10.4018/978-1-5225-5187-4.ch046
dc.identifier.urihttps://hdl.handle.net/11411/6558
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherIGI Globalen_US
dc.relation.ispartofDigital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applicationsen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.titleEngagement with online customers in emerging economies: The power of online brand communities and social networking sites [2-s2.0-85041580399]en_US
dc.typeBook Chapteren_US

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