Exploring pre-purchase engagement in digital B2B settings

Sissi Lehto; Matthew Alexander; Graeme McLean; Elina Jaakkola

Abstract

In attempts to create more meaningful and lasting connections with customers in
complex B2B environments, companies are increasingly interested in the concept of
engagement (Blasco-Arcas et al., 2022). Extant literature has defined customer engagement
behaviours as voluntary resource contributions targeted at a firm or a brand, that go beyond
the transaction (Brodie et al., 2011; Jaakkola & Alexander, 2014). The purpose of the study is
to explore engagement behaviours “beyond the transaction” by focusing on engagement that
occurs on the other side of the customer journey, prior to the purchase. Additionally, the
study explores the role of marketing automation, a software tool used to automate marketing
tasks including online tracking and campaign management (Bagshaw, 2015; Buttle &
Maklan, 2019), in supporting B2B online engagement throughout these customer journeys.

Original language	English
Number of pages	2
Publication status	Published - 9 Jun 2023
Event	Naples Forum on Services 2023 - Italy, Naples Duration: 6 Jun 2023 → 9 Jun 2023 https://naplesforumonservice.com/call-for-paper-2023/

Conference

Conference	Naples Forum on Services 2023
City	Naples
Period	6/06/23 → 9/06/23
Internet address	https://naplesforumonservice.com/call-for-paper-2023/

Keywords

pre-purchase engagement
customer engagement
marketing automation
B2B customer journeys

Access to Document

Lehto-etal-NFS-2023-Exploring-pre-purchase-engagement-in-digital-B2B-settingsAccepted author manuscript, 532 KBLicence: Strath_1

Cite this

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title = "Exploring pre-purchase engagement in digital B2B settings",

abstract = "In attempts to create more meaningful and lasting connections with customers incomplex B2B environments, companies are increasingly interested in the concept ofengagement (Blasco-Arcas et al., 2022). Extant literature has defined customer engagementbehaviours as voluntary resource contributions targeted at a firm or a brand, that go beyondthe transaction (Brodie et al., 2011; Jaakkola & Alexander, 2014). The purpose of the study isto explore engagement behaviours “beyond the transaction” by focusing on engagement thatoccurs on the other side of the customer journey, prior to the purchase. Additionally, thestudy explores the role of marketing automation, a software tool used to automate marketingtasks including online tracking and campaign management (Bagshaw, 2015; Buttle &Maklan, 2019), in supporting B2B online engagement throughout these customer journeys.",

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T1 - Exploring pre-purchase engagement in digital B2B settings

AU - Lehto, Sissi

AU - Alexander, Matthew

AU - McLean, Graeme

AU - Jaakkola, Elina

PY - 2023/6/9

Y1 - 2023/6/9

N2 - In attempts to create more meaningful and lasting connections with customers incomplex B2B environments, companies are increasingly interested in the concept ofengagement (Blasco-Arcas et al., 2022). Extant literature has defined customer engagementbehaviours as voluntary resource contributions targeted at a firm or a brand, that go beyondthe transaction (Brodie et al., 2011; Jaakkola & Alexander, 2014). The purpose of the study isto explore engagement behaviours “beyond the transaction” by focusing on engagement thatoccurs on the other side of the customer journey, prior to the purchase. Additionally, thestudy explores the role of marketing automation, a software tool used to automate marketingtasks including online tracking and campaign management (Bagshaw, 2015; Buttle &Maklan, 2019), in supporting B2B online engagement throughout these customer journeys.

AB - In attempts to create more meaningful and lasting connections with customers incomplex B2B environments, companies are increasingly interested in the concept ofengagement (Blasco-Arcas et al., 2022). Extant literature has defined customer engagementbehaviours as voluntary resource contributions targeted at a firm or a brand, that go beyondthe transaction (Brodie et al., 2011; Jaakkola & Alexander, 2014). The purpose of the study isto explore engagement behaviours “beyond the transaction” by focusing on engagement thatoccurs on the other side of the customer journey, prior to the purchase. Additionally, thestudy explores the role of marketing automation, a software tool used to automate marketingtasks including online tracking and campaign management (Bagshaw, 2015; Buttle &Maklan, 2019), in supporting B2B online engagement throughout these customer journeys.

KW - pre-purchase engagement

KW - customer engagement

KW - marketing automation

KW - B2B customer journeys

M3 - Abstract

T2 - Naples Forum on Services 2023

Y2 - 6 June 2023 through 9 June 2023

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