Beyond the dyadic: customer engagement in increasingly networked environments

In recent years, marketing is witnessing a paradigm shift where traditional boundaries between customer and provider roles are blurring, and markets are becoming increasingly interconnected. That is, contemporary customers are no longer simply fulfilling passive end-user roles in relation to firm-based offerings, but are proactively contributing to their interactions with brands, firms and other stakeholders. Through these interactions, customers are therefore increasingly engaged in shaping firms' offering and cocreating value.