Towards a Typology of Visual Customer Engagement Behaviors (CEBs)

Azer, J. and Blasco-Arcas, L. (2020) Towards a Typology of Visual Customer Engagement Behaviors (CEBs). SERVSIG 2020 Conference - High Tech and High Touch: The Future of Human Service, Brisbane, Australia, 09-12 Jul 2020. pp. 35-37.

Abstract

In today’s markets, the rise of social media channels has led to a dramatic influencing role for customers. Not satisfied with the passive role of being a receiver of firms’ offerings; customers proactively engage in engagement behaviors that influence other social actors embedded within networks. Recently, the digital world has been witnessing consistent technological advancements; hence the way customers influence others extends beyond written statements, to include visual content. Despite the acknowledged influence of visual compared to textual customer engagement behaviors (CEBs) in online contexts, a typology of forms of visual influence is yet unknown.

• Item Type: Conference or Workshop Item
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Azer, Dr Jaylan
• Authors: Azer, J., and Blasco-Arcas, L.
• Subjects: H Social Sciences > H Social Sciences (General)
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Copyright Holders: Copyright © 2020 The Authors
• First Published: First published in 11th SERVSIG Conference - High Tech and High Touch: The Future of Human Service: 35-37
• Publisher Policy: Reproduced under a Creative Commons License