{"title":"跨文化维度对顾客参与行为表现的影响","authors":"C. Connell, R. Marciniak, Lindsey Carey","doi":"10.1177/1069031X221130690","DOIUrl":null,"url":null,"abstract":"Today's technology-enabled customer with instant access to a global marketplace has led to firms facing intense competition from around the world. As a result, customer engagement has emerged as an important marketing strategy and for more than a decade has fueled intense attention from academe and professionals. However, despite this focus, there is a paucity of research considering customer engagement in a cross-cultural context. This exploratory study provides empirical clarification as to whether culture at a national level impacts the manifestation of specific customer engagement behaviors exhibited by customers engaged with a brand. A conceptualization of customer engagement behaviors according to Hofstede's six dimensions of culture is presented, and a netnographic study focusing on an online brand community reveals that while national culture exerts no impact on the behaviors of engaged customers, the culture associated with a brand does. These findings serve as a foundation for future academic inquiry and present the opportunity for managers to foster and nurture a brand culture that encourages customer engagement.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"31 1","pages":"32 - 48"},"PeriodicalIF":4.9000,"publicationDate":"2022-09-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The Effect of Cross-Cultural Dimensions on the Manifestation of Customer Engagement Behaviors\",\"authors\":\"C. Connell, R. Marciniak, Lindsey Carey\",\"doi\":\"10.1177/1069031X221130690\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Today's technology-enabled customer with instant access to a global marketplace has led to firms facing intense competition from around the world. As a result, customer engagement has emerged as an important marketing strategy and for more than a decade has fueled intense attention from academe and professionals. However, despite this focus, there is a paucity of research considering customer engagement in a cross-cultural context. This exploratory study provides empirical clarification as to whether culture at a national level impacts the manifestation of specific customer engagement behaviors exhibited by customers engaged with a brand. A conceptualization of customer engagement behaviors according to Hofstede's six dimensions of culture is presented, and a netnographic study focusing on an online brand community reveals that while national culture exerts no impact on the behaviors of engaged customers, the culture associated with a brand does. These findings serve as a foundation for future academic inquiry and present the opportunity for managers to foster and nurture a brand culture that encourages customer engagement.\",\"PeriodicalId\":48081,\"journal\":{\"name\":\"Journal of International Marketing\",\"volume\":\"31 1\",\"pages\":\"32 - 48\"},\"PeriodicalIF\":4.9000,\"publicationDate\":\"2022-09-20\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of International Marketing\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1177/1069031X221130690\",\"RegionNum\":2,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of International Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/1069031X221130690","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
The Effect of Cross-Cultural Dimensions on the Manifestation of Customer Engagement Behaviors
Today's technology-enabled customer with instant access to a global marketplace has led to firms facing intense competition from around the world. As a result, customer engagement has emerged as an important marketing strategy and for more than a decade has fueled intense attention from academe and professionals. However, despite this focus, there is a paucity of research considering customer engagement in a cross-cultural context. This exploratory study provides empirical clarification as to whether culture at a national level impacts the manifestation of specific customer engagement behaviors exhibited by customers engaged with a brand. A conceptualization of customer engagement behaviors according to Hofstede's six dimensions of culture is presented, and a netnographic study focusing on an online brand community reveals that while national culture exerts no impact on the behaviors of engaged customers, the culture associated with a brand does. These findings serve as a foundation for future academic inquiry and present the opportunity for managers to foster and nurture a brand culture that encourages customer engagement.
期刊介绍:
As the globalization of markets continues at a rapid pace, business practitioners and educators alike face the challenge of staying current with the developments. Marketing managers require a source of new information and insights on international business events. International marketing educators require a forum for disseminating their thoughts and research findings. Journal of International Marketing(JIM) is an international, peer-reviewed journal dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing management are published each quarter.