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Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value

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Beckers, Sander F. M., van Doorn, Jenny, Verhoef, Peter C.·2018·Journal of the Academy of Marketing Science
DOI 10.1007/s11747-017-0539-4
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Abstract

In today’s connected world, customer engagement behaviors are very important. Many companies launch initiatives to stimulate customer engagement. However, despite evidence that customer engagement behavior also matters to shareholders, academic research on the firm value consequences of customer engagement campaigns is limited. This study is the first to investigate the value-related consequences of firm-initiated customer engagement behaviors, using shareholder evaluations of the public announcements of such initiatives. We find that companies’ customer engagement initiatives, on average, decrease market value, which is likely because the shareholders are sensitive to the risk of these initiatives backfiring. Nevertheless, initiatives that stimulate word-of-mouth are viewed less negatively than initiatives that solicit customer feedback, as are initiatives that are supported by social media. Companies that operate in a competitive environment or do not advertise much can create value by stimulating customer engagement, while companies with a strong corporate reputation are likely to not benefit from it.

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Metadata

Authors
Beckers, S. F. M., van Doorn, J., & Verhoef, P. C.
Venue
Journal of the Academy of Marketing Science
Publisher
Springer Science and Business Media LLC
Published
2017-05-19
Volume
46
Issue
3
Pages
366-383
ISSN
  • 0092-0703 (ISSN-L)
  • 1552-7824
DOI
10.1007/s11747-017-0539-4
OpenAlex
W2615165738
Cited by
303
References
14
FWCI
60.10
Type
journal article
Language
en
Open access
hybrid
Licence
creativecommons.org/licenses/by/4.0 (unspecified)
Funders
University of Groningen

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Beckers, S. F. M., van Doorn, J., & Verhoef, P. C. (2018). Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-017-0539-4

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