Exploring pre-purchase engagement in digital B2B settings

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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 languageEnglish
Number of pages2
Publication statusPublished - 9 Jun 2023
EventNaples Forum on Services 2023 - Italy, Naples
Duration: 6 Jun 20239 Jun 2023
https://naplesforumonservice.com/call-for-paper-2023/

Conference

ConferenceNaples Forum on Services 2023
CityNaples
Period6/06/239/06/23
Internet address

Keywords

  • pre-purchase engagement
  • customer engagement
  • marketing automation
  • B2B customer journeys

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