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 18: The impact of customer engagement behaviors and majority/minority information on the use of online reviews

Thomas L. Baker, Paul Fombelle, Clay Voorhees, Kristina K. Lindsey Hall and Blake Runnalls

Abstract

While the use of consumer-to-consumer (c2c) online review information by consumers has been well-established, little research has investigated how online reviews impact consumers’ decision-making. Combining a customer engagement perspective (defined as time-on-task via eye-tracking) with the source-context-elaboration model, we propose that customer engagement behaviors along with majority and minority information differentially impact decision-making. Utilizing a mixed-methods approach (eye-tracking and experimental design), we test the extent to which majority (overall summary ratings) and minority (qualitative comments contrary to the overall ratings) information impact satisfaction with a decision and when minority information begins to become predominant. As expected, our results show that majority influence plays an important role; however, under increasing customer engagement with the minority feedback, the impact of the majority information drops precipitously.

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