Considerable managerial and academic interest has made engagement a key priority in marketing and service research, spurring a rapidly increasing body of literature on this topic. Academic research initially explored customer engagement (CE) and customer engagement behavior within the...

Purpose: Combining institutional work and actor engagement (AE) literature, this paper aims to elucidate how the collective action of market shaping occurs through the interplay between market shapers’ institutional work and engagement of other market actors. While markets are shaped by...

PurposeThe purpose of this study is to diagnose the trajectory of influential conceptual articles in developing a research stream. The authors uncover the knowledge diffusion through influential conceptual articles and identify characteristics that make conceptual articles influential in their...

Purpose: Online innovation communities are central for many organizations seeking to advance their innovation portfolio. While these communities rely on consumers to collaborate in the innovation process, it remains unclear what drives these consumers to perform value co-creation activities and...

Purpose: Market shaping research predominantly focusses on the activities of the market shaper, rather than the equally important roles of other market actors. Market shapers may enhance resource density and value creation within markets, yet such influences cannot exhaustively explain how...

Purpose: Despite recognition that organizations operate in interrelated service systems, extant literature has focused strongly on dyadic engagement relationships (e.g. customer-to-brand). Taking into account the multiple engagement foci that exist within a service system, the purpose of this...