A netnographical approach to typologizing customer engagement and corporate misconduct

Hua, Lian-Lian and Prentice, Catherine ORCID: https://orcid.org/0000-0002-7700-3889 and Han, Xiaoyun (2021) A netnographical approach to typologizing customer engagement and corporate misconduct. Journal of Retailing and Consumer Services, 59:102366. pp. 1-14. ISSN 0969-6989


Abstract

Customer engagement has important implications for the organization. The study developed a typology to understand customer engagement and its relationship with corporate misconduct. Customer engagement is categorized into co-developing, augmenting, influencing, and mobilizing behaviors, which are typologized into organizational and peer engagement, with co-developing and augmenting behaviors classified as organizational engagement, and the remaining two as peer engagement. In view of a focus on negative engagement in the case of corporate misconduct in previous research, this study deployed a netnographical approach to exploring positive and neutral engagement within the organization and with peers. The findings indicate that corporate misconduct not only elicits a negative response but may also elicit positive or indifferent engagement behaviors. This study contributes to customer engagement and corporate misconduct research by delving into underexplored aspects of consumer behavior.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions.
Faculty/School / Institute/Centre: No Faculty
Faculty/School / Institute/Centre: No Faculty
Date Deposited: 04 Aug 2022 05:18
Last Modified: 08 Aug 2022 03:44
Uncontrolled Keywords: Corporate misconduct; Customer engagement; Netnography; Social media
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350799 Strategy, management and organisational behaviour not elsewhere classified
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350699 Marketing not elsewhere classified
Identification Number or DOI: https://doi.org/10.1016/j.jretconser.2020.102366
URI: http://eprints.usq.edu.au/id/eprint/49841

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