Many leading firms consider customer engagement one of their top priorities where success is identified as encouraging customers to be the firm’s Pseudo-marketers where they contribute to the marketing functions of the organisations (Pansari and Kumar, 2018). In that sense, a novel topic has been introduced to the marketing literature namely ‘customer engagement marketing’. According to Harmeling et al. (2017, p.367), Customer Engagement Marketing (CEM) is conceptualized as a “firm’s deliberate effort to motivate, empower and measure customer contributions to marketing functions”. CEM is a strategic aspect of the engagement process focussing on the planning phase of customer engagement from a firm perspective. Consequently, CEM is a fruitful research that implies a number of academic and practical implications on the best approaches and tools used to stimulate customer engagement behaviours.
|Number of pages||2|
|Publication status||Published - 13 Jun 2019|
|Event||16th International Research Symposium on Advancing Service Research and Practice (2019) - Karlstad, Sweden|
Duration: 10 Jun 2019 → 13 Jun 2019
|Conference||16th International Research Symposium on Advancing Service Research and Practice (2019)|
|Period||10/06/19 → 13/06/19|
- customer engagement
- engagement marketing
- experimental research
Karam, E., Alexander, M., & Kumar, V. (2019). Customer Engagement Marketing (CEM) framework: a strategic perspective. Paper presented at 16th International Research Symposium on Advancing Service Research and Practice (2019), Karlstad, Sweden.