Capturing value from non-paying consumers' engagement behaviours: field evidence and development of a theoretical model

The emerging 'customer engagement behaviour' (CEB) literature predominantly discusses behaviours displayed by paying customers. However, the rise of free offerings, including free product trials, generates a need for re-examining the relevance of the existing paradigm based on paying custo...

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Veröffentlicht in:	Journal of strategic marketing 2016-06, Vol.24 (3-4), p.190-209
Hauptverfasser:	Groeger, Lars, Moroko, Lara, Hollebeek, Linda D.
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumer behavior Consumers customer engagement behaviours (CEBs) mixed method approach model development non-paying CEB product seeding Studies WOM
Online-Zugang:	Volltext
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