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Designing an emotional strategy: Strengthening digital channel engagements

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  • Straker, Karla
  • Wrigley, Cara

Abstract

The emergence of new technologies has revolutionized the way companies interact and build relationships with customers. The channel–customer relationship has traditionally been managed via a push approach in communication (“What can we sell customers?”) with the hope of cultivating customer loyalty. However, emotional understandings of customers and how they feel about a product, service, or business can drastically alter consumers’ engagement, behavior, and purchasing preferences. This rapidly evolving landscape has left managers at a loss, and what they are experiencing is likely the beginning of a tectonic shift in the way digital channels are designed, monitored, and managed. In this article, digital channel relationships are examined, and useful concepts for clarifying and refining the emotional meaning behind company strategy and their relationship to corresponding digital channels are detailed. Using three case study examples, we discuss the process and impact of such emotionally aware digital channel designs. Recommendations are made regarding how companies can select, design, and maintain digital engagements based on their strategy and industry needs.

Suggested Citation

  • Straker, Karla & Wrigley, Cara, 2016. "Designing an emotional strategy: Strengthening digital channel engagements," Business Horizons, Elsevier, vol. 59(3), pages 339-346.
    • Handle: RePEc:eee:bushor:v:59:y:2016:i:3:p:339-346
    DOI: 10.1016/j.bushor.2016.01.010
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    References listed on IDEAS

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    Cited by:

    1. Jingyi Zhang & Sha Zhang & Xiongkai Tan & Hong Zhao, 2025. "The impact of digitalization on organizational agility: evidence from the enterprise survey for innovation and entrepreneurship in China," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-15, December.
    2. Crittenden, Andrew B. & Crittenden, Victoria L. & Crittenden, William F., 2019. "The digitalization triumvirate: How incumbents survive," Business Horizons, Elsevier, vol. 62(2), pages 259-266.
    3. Stefanus Hendriatno & Wilhelmus Hary Susilo, 2019. "The Distinctive - Organization Performance In The Private - Water Treatment Firms: The Conducted Within Employee On Job Satisfaction," Noble International Journal of Business and Management Research, Noble Academic Publsiher, vol. 3(9), pages 118-124, September.
    4. Paulo Botelho Pires & José Duarte Santos & Pedro Quelhas de Brito & David Nunes Marques, 2022. "Connecting Digital Channels to Consumers’ Purchase Decision-Making Process in Online Stores," Sustainability, MDPI, vol. 14(21), pages 1-21, November.

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