Title
Business Actor Engagement: Exploring Its Antecedents and Types.
DOI
10.1016/j.indmarman.2021.08.009
Abstract
Building on recent engagement research, this study contributes to a deepened understanding of business actor engagement (BAE) dimensions that includes both behaviors and emotions. Following a systematic combining approach, this study contextualizes and clarifies BAE. Through an analysis of dyadic data (providing firm and customers), we offer in-depth knowledge of the antecedents and types of BAE. This study identifies engagement disposition combined with engagement connectedness as the antecedents of an engagement initiative's overall BAE. Building on these dynamics, we propose a conceptual BAE framework with a set of testable propositions that links BAE with its proposed antecedents. Finally, we use the empirical and theoretical insights to derive a BAE taxonomy consisting of four types that offers guidance on how to manage customers with different engagement characteristics in practice.
Document Type
Article
Publication Date
10-2021
Publisher Statement
Copyright © 2021, ScienceDirect.
Recommended Citation
Ekman, Peter, Jimmie G. Rondell, Elena Anastasiadou, Christian Kowalkowski, Randle D. Raggio, and Steven M. Thompson. “Business Actor Engagement: Exploring Its Antecedents and Types.” Industrial Marketing Management 98 (October 2021): 179–92. https://doi.org/10.1016/j.indmarman.2021.08.009.