Beyond the dyadic: customer engagement in increasingly networked environments

Linda Hollebeek, Elina Jaakkola, Matthew Alexander

Research output: Contribution to journalEditorial

30 Citations (Scopus)
93 Downloads (Pure)


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.
Original languageEnglish
Pages (from-to)330-332
Number of pages3
JournalJournal of Service Management
Issue number3
Publication statusPublished - 6 Jul 2018


  • customer engagement
  • actor engagement
  • networks
  • eco-systems


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