L8: Customer Engagement

Question 1

Customer Journey Model

Answer 1

Se billede af model

Question 2

Rethink the marketing funnel

Answer 2

Se billede

Question 3

What is costumer engagement (CE)?

Answer 3

Customer engagement encompasses customer’s volitional investments of their cognitive, emotional, and behavioral resources in interactions with some engagement object (e.g., brand, firm).

Question 4

What is cognitive CE (Customer Engagement)?

Answer 4

Extent to which customers invest cognitive resources into the interaction with an engagement object. It is characterized by customers spending time thinking about the engagement object.

Question 5

What is Emotional CE (Customer Engagement)?

Answer 5

Extent to which customers invest behavioral resources into the interaction with the engagement object. It is characterized by consumers’ enthusiasm about the engagement object.

Question 6

What is behavioral CE (Customer Engagement)?

Answer 6

Extent to which customers invest behavioral resources into the interaction with the engagement object. Customers display different voluntary behaviors such as content contributions, ratings, sharing, commenting, and helping others

Question 7

Customer’s voluntary contribution to its marketing functions, beyond a core, economic transaction –> Beyond purchase?

Answer 7

Yes

Question 8

Cognitive and emotional engagement cannot directly add value to firm performance –> Cosutomers activities (behavioral engagement) are required

Answer 8

Yes

Question 9

Customer engagement must enchance marketing outcome to be effective?

Answer 9

Yes

Question 10

What does the three CE dimensions relate to?

Answer 10

On average, firms benefit from engaging customers. The three CE dimensions relate to actual purchase behaviors and intentions.

Question 11

Meta-analytic framwork

Answer 11

Se billede

Question 12

What does CE impacts?

Answer 12

Customer engagement directly impacts firm performance, behavioral intention, and wordof-mouth. Behavioral intentions mediate the effects of customer engagement on firm performance, making investments in customer engagement beneficial for companies.

Question 13

Relationshop –> CE Creation –> Customer Engagement Contributions

Answer 13

Se model

Question 14

Owned social media –> Social Media Engagement + Sales

Answer 14

Se Model

Question 15

Which two strategies within CE-marketing?

Answer 15

Task-based and experiential initiatives

Question 16

Strategies within CE-marketing? Task-based initiatives?

Answer 16

Firm initiatives to motivate customers to complete a structured task and make voluntary contributions to marketing functions, beyond purchasing a product (Harmeling et al., 2017).

Question 17

Strategies within CE-marketing: What is Experiential initiatives?

Answer 17

Experiential initiatives
Firm initiatives focusing on the generation of positive emotions to intrinsically motivate customers to contribute to marketing functions, beyond purchasing a product (Harmeling et al., 2017).

Question 18

Type of interaction model

Answer 18

Meta-analytic model

Question 19

Why are Task-based more effective than experiential initiatives?

Answer 19

Task-based initiatives are more effective than experiential initiatives, so managers should prioritize them. Managers also should realize the difficulty of triggering selftransformation in customers and thus exhibit caution when launching experimental initiatives.

Question 20

WHEN SHOULD FIRMS PRIORITIZE DIFFERENT ENGAGEMENT STRATEGIES? : Customer vs. firm-initiated interaction?

Answer 20

No effect arise, managers can employ either kind of initiate in relation to customer- or firminitiated interaction.

Question 21

WHEN SHOULD FIRMS PRIORITIZE DIFFERENT ENGAGEMENT STRATEGIES? : Continuous vs. spot interaction?

Answer 21

Task-based initiatives are more effective on platforms that support continuous interactions (customer learning); experimental initiatives gain importance on platforms that support spot interactions. Managers should assess whether the available platforms support spot or continuous interaction with customers.

Question 22

WHEN SHOULD FIRMS PRIORITIZE DIFFERENT ENGAGEMENT STRATEGIES? : Rich vs. lean interaction?

Answer 22

Task-based initiatives are more effective on platforms that support lean rather than rich interactions. Managers should assess different platforms in terms of available tools (e.g., sharing, liking, commenting) and message tools (e.g., video, audio, high-quality pictures).

Question 23

Three stages of CE in Social Media

Answer 23

Se model

Question 24

What drives CE?

Answer 24

1. Trust and Satisfaction Drive Customer Engagement:

Customer engagement is primarily influenced by trust and satisfaction. Building customer trust, possibly through increased transparency, is crucial for fostering engagement.

2. Positive Emotions Impact Customer Engagement Directly:

Positive emotions have a direct impact on customer engagement, independent of trust and commitment. To enhance engagement, companies should focus on creating positive and pleasant experiences at touchpoints.

Question 25

More followers the better?

Answer 25

It is more important to focus on the quality rather than the quantity of followers to better understand and address customers needs and expectations and create more authentic and intimate interactions.

Question 26

Which platform is best for CE?

Answer 26

1 Contradicting Results:
· X’s Unique Effect on Customer Engagement:
X appears to be more effective than other social media platforms like Facebook in improving customer engagement through satisfaction and positive emotions. Companies should consider investing more in X as an informational tool to enhance customer engagement. (Santini et al. (2020))

· Platform Matters:
Owned social media perform better on social networks (e.g., Instagram, Facebook) than microblogs (e.g., X). Beware of changes in platform dynamics due to advertising introduction. (Liadeli et al. (2023))

Question 27

What is functional content?

Answer 27

Information of the attributes of the product or service

Deals or other aspects of pricing

Question 28

What is hedonic content?

Answer 28

Emotional content: entertainment or triggers emotions

Social orientations: focusses on community building and dialog

Question 29

Which social media content is best for CE?

Answer 29

· Have an overall content strategy
· Stimulate engagement: emotional content is most efficient, deals not
· Stimulate sales: Informational content is as effective as social content
· Deals: lowest effect in engagement, no effect on sales
Content about new products can boost sales

Question 30

What drives virality (sharing) of online digital content?

Answer 30

Information-focused (vs. emotion-focused) ads are less likely to be shared.

Ads that evoke positive emotions of inspiration, warmth, amusement, and excitement stimulate significantly positive social sharing.

Ads that use elements of a drama, such as surprise, likable characters (e.g., celebrities, babies, animals), and a plot, significantly affect positive uplifting emotions and induce sharing.

Brand name

Ad length

Platform

Question 31

What is a shitstorm?

Answer 31

= a widespread and vociferous outrage expressed on the internet

Question 32

What are the three types of shitstorms?

Answer 32

1.) Sudden storm (rises up surprisingly and there is almost no possibility of prevention)

2.) Smoldering indignation (outrage starts to build up incrementaly, possibility of intervention, interest of other media)

3.) Social Pillory: Topics have a long-term/social relevance and company is critizied on the long run, high interest of media

Question 33

What is the Streisand Effect?

Answer 33

= triggered awareness of analogous instances in which attempts to suppress information had the unintended consequence of stimulating greater demand for information than would have occurred if no action had been taken. (Jansen and Martin 2015)

· Reminder on the effect groups and individuals can have online in a very short amount of time

Find smart ways of deal with negative attention