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Effectiveness of engagement initiatives across engagement platforms: A meta‑analysis

Blut, Markus; Kulikovskaja, Viktorija; Hubert, Marco; Brock, Christian; Grewal, Dhruv

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Authors

Viktorija Kulikovskaja

Marco Hubert

Christian Brock

Dhruv Grewal



Abstract

As part of their customer engagement (CE) marketing, firms use different platforms to interact with customers, in ways that go beyond purchases. Task-based CE strategies call for customers’ participation in structured, often incentivized tasks; experiential CE initiatives instead aim to stimulate pleasurable experiences for customers. But the optimal uses of these two strategies, in terms of improving customer engagement to produce more positive marketing outcomes, are unclear. With a meta-analysis and data from 395 samples, pertaining to 434,233 customers, the present study develops and tests a unifying framework of how to optimize investments in both two engagement strategies across different engagement platforms. On average, task-based initiatives are more effective in driving customer engagement, but the effects depend on the platform. If platforms support continuous or lean interactions, task-based initiatives are more effective; on platforms that encourage spot interactions, experiential initiatives are preferable. Three customer engagement dimensions (cognitive, emotional, and behavioral) in turn lead to positive marketing outcomes, though in ways that depend on the platforms’ interaction characteristics (intensity, richness, initiation) and differ across digital versus physical platforms. These results provide clear guidance for managers regarding how to plan their CE marketing activities to benefit both their firms and their customers.

Citation

Blut, M., Kulikovskaja, V., Hubert, M., Brock, C., & Grewal, D. (2023). Effectiveness of engagement initiatives across engagement platforms: A meta‑analysis. Journal of the Academy of Marketing Science, 51, 941–965. https://doi.org/10.1007/s11747-023-00925-7

Journal Article Type Article
Acceptance Date Jan 28, 2023
Online Publication Date Feb 28, 2023
Publication Date 2023
Deposit Date Feb 28, 2023
Publicly Available Date Mar 1, 2023
Journal Journal of the Academy of Marketing Science
Print ISSN 0092-0703
Electronic ISSN 1552-7824
Publisher Springer
Peer Reviewed Peer Reviewed
Volume 51
Pages 941–965
DOI https://doi.org/10.1007/s11747-023-00925-7
Public URL https://durham-repository.worktribe.com/output/1180616

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Publisher Licence URL
http://creativecommons.org/licenses/by/4.0/

Copyright Statement
This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/.





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