Strategic customer engagement marketing: A decision making framework

Agarzelim Alvarez-Milán
Agarzelim Alvarez-Milán

Journal of Business Research, pp. 61-70, 2018.

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Abstract:

Abstract Drawing on social exchange theory (SET), this research explores customer engagement (CE) as a firm-initiated resource. Based on interviews with 41 managers from 34 companies, a five-facet, strategic customer engagement marketing (CEM) decision making framework emerges. CE Conceptualization differentiates between behavioral an...More

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