Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 59, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2020.102366
Keywords
Corporate misconduct; Customer engagement; Netnography; Social media
Categories
Funding
- National Natural Science Foundation of China [71972188]
- Natural Science Foundation of Guangdong Province, China [2018A030313862]
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Customer engagement is categorized into organizational and peer engagement, with negative corporate misconduct potentially eliciting positive or indifferent engagement behaviors. This study contributes to research by exploring under-explored aspects of consumer behavior.
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 under-explored aspects of consumer behavior.
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