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A netnographical approach to typologizing customer engagement and corporate misconduct

Author

Listed:
  • Hua, Lian-Lian
  • Prentice, Catherine
  • Han, Xiaoyun

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.

Suggested Citation

  • Hua, Lian-Lian & Prentice, Catherine & Han, Xiaoyun, 2021. "A netnographical approach to typologizing customer engagement and corporate misconduct," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    • Handle: RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920313746
    DOI: 10.1016/j.jretconser.2020.102366
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    References listed on IDEAS

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    4. María Iborra & Marta Riera, 2023. "Corporate social irresponsibility: What we know and what we need to know," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(3), pages 1421-1439, May.

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