Customer engagement and online reviews

Rakhi Thakur

Journal of Retailing and Consumer Services, 2018, vol. 41, issue C, 48-59

Abstract: This study aims at understanding the role of customer engagement in writing online reviews by shoppers with specific focus on mobile devices for shopping. Mobile devices are becoming first screen for the customers and are being used by marketers to have interactive communication making it more suitable for building customer engagement. The research in this space however is in a very nascent stage. Current study is one of the first few empirical studies exploring the role of customer engagement in writing online reviews. The study explores mediating role of customer engagement in satisfaction - online review intention and trust - online review intention relationships. Further moderating role of trust and satisfaction levels in customer engagement - online review intention is explored. This study contributes to marketing literature in the space of customer engagement, online reviews and mobile shopping behaviour. Further, this study provides a framework to managers for motivating the customers in writing online reviews. Also recommendations for retailers in exploiting customer engagement on mobile platforms are provided to address merchants and advertisers for better management of a new technology.

Keywords: Online reviews; customer engagement; satisfaction; trust; mobile shopping; moderation; mediation (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (57)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698917300954
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:41:y:2018:i:c:p:48-59

DOI: 10.1016/j.jretconser.2017.11.002

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().