Customer Engagement Marketing (CEM) framework

a strategic perspective

Research output: Contribution to conferencePaper

31 Downloads (Pure)

Abstract

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.
Original languageEnglish
Number of pages2
Publication statusPublished - 13 Jun 2019
Event16th International Research Symposium on Advancing Service Research and Practice (2019) - Karlstad, Sweden
Duration: 10 Jun 201913 Jun 2019
https://www.kau.se/ctf/quis16-2019

Conference

Conference16th International Research Symposium on Advancing Service Research and Practice (2019)
CountrySweden
CityKarlstad
Period10/06/1913/06/19
Internet address

Fingerprint

Customer engagement
Marketing
Marketing function
Marketers
Planning

Keywords

  • customer engagement
  • engagement marketing
  • experimental research

Cite this

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.
Karam, Esraa ; Alexander, Matthew ; Kumar, V. / Customer Engagement Marketing (CEM) framework : a strategic perspective. Paper presented at 16th International Research Symposium on Advancing Service Research and Practice (2019), Karlstad, Sweden.2 p.
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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, 10/06/19 - 13/06/19, .

Customer Engagement Marketing (CEM) framework : a strategic perspective. / Karam, Esraa; Alexander, Matthew; Kumar, V.

2019. Paper presented at 16th International Research Symposium on Advancing Service Research and Practice (2019), Karlstad, Sweden.

Research output: Contribution to conferencePaper

TY - CONF

T1 - Customer Engagement Marketing (CEM) framework

T2 - a strategic perspective

AU - Karam, Esraa

AU - Alexander, Matthew

AU - Kumar, V

PY - 2019/6/13

Y1 - 2019/6/13

N2 - 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.

AB - 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.

KW - customer engagement

KW - engagement marketing

KW - experimental research

M3 - Paper

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Karam E, Alexander M, Kumar V. Customer Engagement Marketing (CEM) framework: a strategic perspective. 2019. Paper presented at 16th International Research Symposium on Advancing Service Research and Practice (2019), Karlstad, Sweden.