Purpose: This study aims to deal with actor engagement practices and identifies different roles in actor engagement (AE), using the service-dominant logic (S-D logic) literature and the pivotal concept of value co-creation within the frame of engagement platforms. Design/methodology/approach:...

Purpose: There are different streams of research in the service marketing literature concerning value co-creation. Most of the research focuses on value co-creation for the benefit of the customer. However, value is also co-created for the benefit of the provider, especially in a...

Purpose: The purpose of this paper is to introduce a new business model logic, highlighting value processes in and properties of platform business models to inform business model thinking from a systemic and dynamic perspective. It challenges the idea of firms managing, influencing and...

Purpose: The purpose of this paper is to extend existing engagement research in two directions: first, it operationalizes the dynamic nature of the engagement process within a customer-brand dyad and, second, it tests the interrelationships with other network actors in a triadic network...