Handbook of Research on Customer Engagement
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Handbook of Research on Customer Engagement

Edited by Linda D. Hollebeek and David E. Sprott

Customer engagement is now a critical research priority in contemporary marketing. In this Handbook, a cadre of international scholars offer an overview of current research on this rapidly growing field of study.
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Chapter 4: Online reviews as customers’ dialogues with and about brands

Ewa Maslowska, Su Jung Kim, Edward C. Malthouse and Vijay Viswanathan

Abstract

In this chapter we define online reviews as a form of customer engagement behavior and provide an overarching framework for understanding the relationships between different elements of customer review ecosystem, its effects on purchase behaviors and consumption experiences, and moderators of these relationships. We discuss what has been examined in the extant literature about the effects of customer reviews and what research questions still need to be addressed. Finally, we provide directions for future research on customer reviews that will help us understand the mechanisms and effects of customer engagement.

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