The Dynamics of Consumer Engagement with Mobile Technologies

Vijay Viswanathan (), Linda D. Hollebeek (), Edward C. Malthouse (), Ewa Maslowska (), Su Jung Kim () and Wei Xie ()
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Vijay Viswanathan: Department of Integrated Marketing Communications, Northwestern University, Evanston, Illinois 60208
Linda D. Hollebeek: Graduate School of Management, University of Auckland, Auckland, New Zealand 1142; NHH Norwegian School of Economics, Department of Strategy and Management/Center for Service Innovation, 5045 Bergen, Norway
Edward C. Malthouse: Departments of Integrated Marketing Communications and Industrial Engineering and Management Science, Northwestern University, Evanston, Illinois 60208
Ewa Maslowska: Amsterdam School of Communication Research, University of Amsterdam, 1018 WV Amsterdam, The Netherlands
Su Jung Kim: Greenlee School of Journalism and Communication, Iowa State University, Ames, Iowa 50011
Wei Xie: Department of Industrial and Systems Engineering, Rensselaer Polytechnic Institute, Troy, New York 12180

Service Science, 2017, vol. 9, issue 1, 36-49

Abstract: While important insights about the customer engagement concept have been gleaned in recent literature, little remains known regarding the nature and dynamics characterizing customers’ engagement with mobile devices, particularly from a longitudinal perspective. Therefore, the objective of this paper is to examine how customer engagement with mobile technology is related to purchase behaviors over time as a dynamic iterative process. A unique database addressing customers’ mobile engagement and purchase behaviors is used for the analysis. The results from a vector autoregressive (VAR) model suggest that customer mobile disengagement, where consumers abandon an app, has a strong negative long-term effect on purchase behaviors. However, purchase behaviors can alleviate the level of disengagement. The study, therefore, provides novel findings pertaining to the dynamic interrelationship between customers’ engagement with new digital media and purchase behaviors, and therefore it has important scholarly and managerial implications.

Keywords: engagement; disengagement; mobile devices; mobile apps; VAR model (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (17)

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Persistent link: https://EconPapers.repec.org/RePEc:inm:orserv:v:9:y:2017:i:1:p:36-49

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