Purpose – A new player has emerged to influence the buying behavior of customers – the webmaven. Marketers and product developers must take in account that webmavens now have a huge potential audience for their reviews of products and services. An active program of tracking, measuring and...

The use of social media environments that enable consumers to engage with a brand publically is of increasing interest to marketers. In particular, contests in which consumers create user-generate content (UGC) offer the potential of actively engaging consumers with a brand and thereby directly...

Academics and practitioners alike have increasingly embraced the idea of customer engagement as a major objective of marketing. But this raises the question of how engagement should be conceptualized and measured. Existing research has approached this in a conventional way by developing “one...

Customers come and go, and some return. Is their behavior the same, better or worse when they return? To answer this we first define revived customers in a non-contractual setting. Next, we compare the purchasing behavior of revived customers before and after the period of inactivity. The...