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Enhancing customer engagement: Exploration and introduction to the special section

Author

Listed:
  • V. Kumar

    (Brock University
    HUST
    Prin. L. N. Welingkar Institute of Management Development and Research (WeSchool))

  • Robert P. Leone

    (Texas Christian University)

  • Leigh McAlister

    (The University of Texas at Austin)

Abstract

This special section of the Journal of the Academy of Marketing Science presents five impactful studies that explore customer engagement (CE) through crowdfunding, social media, influencer networks, and live-streaming. These studies enhance our understanding of CE and how it shapes firm strategy and consumer behavior. As a preface to the studies featured in this special section, we present an integrated framework—linking triggers, mediators, moderators, and outcomes—that contextualizes CE. As a part of that contextualization, we introduce a Digital Customer Engagement Maturity matrix to categorize firms according to their technology adoption and realized CE outcomes. We identify key themes from recent literature and outline promising avenues for future research. Together, the contributions offered in this special section present robust theoretical and methodological insights into the evolving landscape of CE, reinforcing CE’s importance as a strategic lever in digitally mediated consumer-firm relationships.

Suggested Citation

  • V. Kumar & Robert P. Leone & Leigh McAlister, 2025. "Enhancing customer engagement: Exploration and introduction to the special section," Journal of the Academy of Marketing Science, Springer, vol. 53(4), pages 955-967, July.
    • Handle: RePEc:spr:joamsc:v:53:y:2025:i:4:d:10.1007_s11747-025-01113-5
    DOI: 10.1007/s11747-025-01113-5
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    References listed on IDEAS

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    1. Sourav Bikash Borah & Srinivas Prakhya & Amalesh Sharma, 2020. "Leveraging service recovery strategies to reduce customer churn in an emerging market," Journal of the Academy of Marketing Science, Springer, vol. 48(5), pages 848-868, September.
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    5. Lim, Weng Marc & Rasul, Tareq & Kumar, Satish & Ala, Mamun, 2022. "Past, present, and future of customer engagement," Journal of Business Research, Elsevier, vol. 140(C), pages 439-458.
    6. Xiaofei Song & Mengyao Fu & Jie Fang & Zhao Cai & Chee-Wee Tan & Eric Tze Kuan Lim & Alain Yee Loong Chong, 2025. "Turning the wheels of engagement: Evidence from entertainment live streaming," Journal of the Academy of Marketing Science, Springer, vol. 53(4), pages 1055-1080, July.
    7. Colleen M. Harmeling & Jordan W. Moffett & Mark J. Arnold & Brad D. Carlson, 2017. "Toward a theory of customer engagement marketing," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 312-335, May.
    8. Elham Yazdani & Anindita Chakravarty & Jeff Inman, 2025. "(Mis)alignment between facial and textual emotions and its effects on donors engagement behavior in online crowdsourcing platforms," Journal of the Academy of Marketing Science, Springer, vol. 53(4), pages 968-988, July.
    9. Hollebeek, Linda D. & Macky, Keith, 2019. "Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 27-41.
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    14. Jessica Gamlin & Maferima Touré-Tillery, 2025. "The bad-influencer effect: Indulgence undermines social connection," Journal of the Academy of Marketing Science, Springer, vol. 53(4), pages 1012-1033, July.
    15. Markus Blut & Viktorija Kulikovskaja & Marco Hubert & Christian Brock & Dhruv Grewal, 2023. "Effectiveness of engagement initiatives across engagement platforms: A meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 941-965, September.
    16. Sander F. M. Beckers & Jenny Doorn & Peter C. Verhoef, 2018. "Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value," Journal of the Academy of Marketing Science, Springer, vol. 46(3), pages 366-383, May.
    17. Castell, Carolin & Kiefer, Jasmin & Schubach, Sebastian & Schumann, Jan H. & Graf-Vlachy, Lorenz & König, Andreas, 2023. "Integrating digital platform dynamics into customer orientation research: A systematic review and research agenda," Journal of Business Research, Elsevier, vol. 163(C).
    18. Lara Stocchi & Naser Pourazad & Nina Michaelidou & Arry Tanusondjaja & Paul Harrigan, 2022. "Marketing research on Mobile apps: past, present and future," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 195-225, March.
    19. Fernando Santini & Wagner Junior Ladeira & Diego Costa Pinto & Márcia Maurer Herter & Claudio Hoffmann Sampaio & Barry J. Babin, 2020. "Customer engagement in social media: a framework and meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 48(6), pages 1211-1228, November.
    20. Brodie, Roderick J. & Ilic, Ana & Juric, Biljana & Hollebeek, Linda, 2013. "Consumer engagement in a virtual brand community: An exploratory analysis," Journal of Business Research, Elsevier, vol. 66(1), pages 105-114.
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