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Procedia - Social and Behavioral Sciences 213 (2015) 654 – 658

20th International Scientific Conference Economics and Management - 2015 (ICEM-2015)

A Critical Analysis of Consumer Engagement Dimensionality

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Abstract

The Marketing Science Institute’s 2014-2016 Research Priorities underline the need for further research in terms of the concept
of consumer engagement and emphasize customer the problematics of engagement‘s measurement as a research priority in its
Guide. So far, studies of consumer engagement and its dimensionality were used widely in social sciences literature, but these
studies are inconsistent whereas results – controversial. Therefore, the paper aims to validate dimensions of consumer
engagement by performing a critical analysis of consumer engagement dimensionality.
The paper presents an analysis of consumer engagement dimensionality based on the overview of conceptual and empirical
studies of consumer engagement. This paper aims to identify and systemize the most common dimensions described in the
scientific literature with reference to previously identified characteristics and specific expressions of consumer engagement
dimensions.
© 2015
© 2015TheTheAuthors.
Authors. Published
Published by Elsevier
by Elsevier Ltd. Ltd.
This is an open access article under the CC BY-NC-ND license
(http://creativecommons.org/licenses/by-nc-nd/4.0/).
Peer-review under responsibility of Kaunas University of Technology, School of Economics and Business.
Peer-review under responsibility of Kaunas University of Technology, School of Economics and Business
Keywords: Consumer engagement; Multidimensional construct; Engagement; Dimensionality; Engagement dimensions.

Introduction

Nowadays, poorly informed and passive consumer changes to the consumer that is active, social and engaged in
business activities (e.g. the creation and development of products and services) (Prahalad & Ramaswamy, 2004).
Noteworthy that Marketing Science Institute (acronym: MSI; MSI identifies priority areas of scientific research)
emphasizes the problematics of conceptualization and measurement of consumer engagement. There is a huge
variety of marketing contexts (scientific and business) where consumer engagement is studied. These contexts
include social networks, value cocreation paradigm, usage of media, consumer experience, loyalty programmes,

* Corresponding author. Tel.: NA

E-mail address: asta.tarute@ktu.lt

1877-0428 © 2015 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license
(http://creativecommons.org/licenses/by-nc-nd/4.0/).
Peer-review under responsibility of Kaunas University of Technology, School of Economics and Business
doi:10.1016/j.sbspro.2015.11.468
 Rita Kuvykaitė and Asta Tarutė / Procedia - Social and Behavioral Sciences 213 (2015) 654 – 658 655

management of consumer relations, development of brand, engagement to the creation and development processes
of products and services, service marketing, consumer behavior and others. Despite the abundance of researches
related to consumer engagement, it is worthy to note that the dimensionality of consumer engagement remains
relevant and timely research object.
According to this, the paper aims to validate dimensions of consumer engagement by performing a critical
analysis of consumer engagement dimensionality. The paper presents an analysis of consumer engagement
dimensionality based on the overview of conceptual and empirical studies of consumer engagement. Based on the
consumer engagement dimensions described in the scientific literature and previously identified characteristics and
specific expressions of consumer engagement dimensions, the most common dimensions are identified and
systemized in this paper.

1. Literature review on the dimensionality of consumer engagement

The concept of engagement has been studied in various scientific disciplines including organizational behavior,
psychology, sociology and political sciencies. A variety of engagement forms (e.g. engagement of employees, civic
engagement, consumer engagement etc.) determined the variety of interpretations of the concept. Brodie, Hollebeek,
Juric, Ilic (2011) performed studies of conceptualization of engagement construct in social sciences. Brodie et al.
(2011) cites researchers who emphasize that engagement is a form of social and interactive behavior which can be
defined as transitive state developed through the time in the relevant engagement processes. The terms „engage“ and
„engagement“ usually are used in the discussions concerning cocreation, development of decisions and interaction.
According to Hollebeek (2011a), engagement is potentially strongly oriented to the context, and it can be influenced
by consumers decision related to particular engagement objects, e.g. brands, products or organizations. The studies
of consumer engagement also are related to deeper analysis of consumer engagement causes.
Javornik, Mandelli (2013) performed the significant study in terms of the development of the consumer
engagement concept and identification of research perspectives. First of all, authors performed a thorough analysis
of existing consumer engagement literature (Brodie et al., 2011; Gambetti, Graffigna, 2010; Hollebeek, 2011a;
Hollebeek, 2011b; Vivek, Beatty, Morgan, 2012). Secondly, according to the results of the analysis, Javornik,
Mandelli (2013) suggested four research perspectives of consumer engagement: behavioral, psychological, social
and multidimensional. The last mentioned perspective has been comprehensively analysed by Brodie, Hollebeek,
Juric, Ilic (2011), Hollebeek (2011a, 2011b), Hollebeek, Glynn, Brodie (2014). According to Javornik and Mandelli
(2013), based on the generalization of consumer engagement dimensionality researches, the number of dimensions
is defined by the perspective of consumer engagement (is it considered to be unidimensional or multidimensional
construct). Moreover, the definition of dimensions depends on the object of engagement (e.g. brand, brand
community, advertisement, online social platform, website etc.). In the case of both perspectives, there is no
consensus on which and what dimensions should be included in the concept of consumer engagement.
In the case of first perspective, (unidimensional view to engagement) one dimension is identified as the dominant
one. Usually, different researchers identify different dimensions. According to Hollebeek (2011a), Guthrie, Cox
(2001) emphasized the importance of cognitive dimension, whereas Catteeuw et al. (2007) claimed emotional
dimension, and Pomerantz (2006) – behavioral dimension to be the most significant one. It is necessary to note that
there also are no consensus in the researches of a multidimensional perspective.
The very first studies of consumer engagement dimensionality were performed in 2005-2006. Patterson, Yu, De
Ruyter (2006) stated that the main dimensions of consumer engagement are absorption, dedication, vigor, and
interaction. Authors argued that the consumer must be focused on the engagement object, enthusiastic, determined
to devote energy and to interact with the object of engagement. Vivek (2009) agreed that consumer engagement is a
multidimensional construct – researcher performed a qualitative study in order to classify attributes of the
engagement construct. According to the results of this study, Vivek (2009) identified five conceptual consumer
engagement dimensions:
x Awareness – being conscious of and having knowledge of the focus of engagement i.e. object of engagement;
x Enthusiasm – Strong excitement about the object of engagement;
x Interaction – interchange of ideas, thoughts, feelings about the object of engagement with others;
x Activity – actions focused on the program or offering the person is engaged in;
656 Rita Kuvykaitė and Asta Tarutė / Procedia - Social and Behavioral Sciences 213 (2015) 654 – 658

x Extraordinary experience – sense of newness of perception and process.

It is worth to note that consumer engagement dimensions identified by Patterson et al. (2006) and Vivek (2009)
are similar in main aspects: consumer‘s focus, enthusiasm, willingness to act and interact. Moreover, Hollebeek et
al. (2014) suggests that the term „engagement“ defines a multidimensional concept that consists of three
dimensions: cognitive, emotional and behavioral. Researchers also emphasize that different dimensions of consumer
engagement are interrelated. Brodie, Ilic, Juric, Hollebeek (2013) identified that emotional engagement may cause
an increase of intensity level of other (cognitive and behavioral) dimensions.
Hollebeek (2011a,b), Hollebeek et al. (2014) analyzed previous studies on the characteristics and common
expressions of consumer engagement dimensions. The main result of this analysis was a classification of consumer
engagement dimensions to most commonly identified cognitive, emotional and behavioral dimensions:
x Cognitive dimension - a consumer's level of engagement object related thought processing, concentration and
interest in specific object (business enterprise, brand, online social network, brand community);
x Emotional dimension – a state of emotional activity also known as the feeling of inspiration or pride related to
and caused by engagement object;
x Behavioral dimension – a state of consumer behavior related to engagement object and understood as endeavor
and energy given for an interaction.
Hollebeek (2011a) illustrates a cognitive consumer engagement dimension by the examples related to brand
activities, for example, when consumer focuses on or shows a great interest in the brand. In recent studies,
Hollebeek et al. (2014) identify the dimension of “cognitive processing”. This dimension is defined as “a consumer's
level of brand-related thought processing and elaboration in a particular consumer/brand interaction”. Based on this
interpretation dimension of “cognitive processing” can be referred to “traditional” cognitive dimension. Moreover,
Abdul-Ghani, Hyde, Marshall (2011) identified “utilitarian” (in their study researchers identified three engagement
dimensions: utilitarian, hedonic and social) and Patterson's et al. (2006) „vigor“ dimensions also can be approached
as cognitive dimension of consumer engagement. „Utilitarian“ dimension is reasoned by consumer’s evaluation of
the utility and advantages of the online auction website. A dimension of “vigor” defines consumer’s level of mental
flexibility and stability during the interaction with organization or brand, other consumers. This dimension also
reflects consumer’s willingness to devote energy, time and endeavor for the participation in business activities.
An emotional dimension of engagement can be argued by the statement of Heath (2007) that engagement is
described as a subconscious emotional construct. The term “emotion” defines any stimulation of feelings. Abdul-
Ghani et al. (2011) identifies hedonic dimension of engagement that also can be expressed by consumer’s
experienced pleasure while using online auction sites – it is stated that consumer engaged in the activities of such
websites experience a pleasure, i.e. positive emotions. In the scientific researches whereas the object of engagement
is a particular brand, emotional dimension is expressed by “dedication” (Cheung, Lee, & Jin, 2011; Patterson et al.,
2006) or „affection“ (Hollebeek et al., 2014). Patterson et al. (2006) states that “dedication” refers to „the
consumer’s sense of belonging as a consumer - the consumer is proud of the firm they patronize and is enthusiastic
and passionate to play their role“. According to Hollebeek et al. (2014) emotional dimension of engagement also can
be expressed as consumer‘s „attachment“, i.e. positive feelings for a specific brand in particular consumer-brand
interaction.
The behavioral dimension of consumer engagement is related to direct meaning of the word „engage“. This word
is a verb that has multiple different meanings, but all of them emphasize behavioral aspect – action (van Doorn et
al., 2010). Patterson et al. (2006) identified the equivalent of behavioral engagement dimensions – dimensions of
energy and interaction that define consumer‘s communication with employees, interaction among consumer, brand,
business enterprise or other consumers.
The research results revealed that in the majority of studies consumer engagement is considered to be a
multidimensional construct that consists of behavioral (action), cognitive (thoughts) and emotional (feelings)
dimensions. Malciute (2012) also notes that, even though, there is still a relatively large number of researchers, who
view engagement from the unidimensional perspective, the focus remains on the three mentioned dimensions.
According to Gambetti, Graffigna (2010), Malciute (2012), Gambetti, Graffigna, Biraghi (2012), usually researchers
that support unidimensional perspective of consumer engagement dimensionality signifies the importance of
 Rita Kuvykaitė and Asta Tarutė / Procedia - Social and Behavioral Sciences 213 (2015) 654 – 658 657

behavioral dimension and the other dimensions (theoretically considered to be emotional and cognitive) declares as
supplementary but also important and required.

2. Research findings

The analysis of scientific literature and recently performed studies allows to summarize that the majority of
researches of consumer engagement dimensionality are theoretical (Bowden, 2009; Brodie et al., 2011; Hollebeek,
2011; Hollebeek, 2011; Patterson et al., 2006; Pham & Avnet, 2009; van Doorn et al., 2010; Vivek et al., 2012) and
the minority of empirical researches – qualitative (Algesheimer, Dholakia, & Herrmann, 2005; Calder, Malthouse,
& Schaedel, 2009; Phillips & McQuarrie, 2010). All these studies aim to identify and validate dimensions of
consumer engagement. There are two approaches to the dimensionality of consumer engagement in the scientific
literature: (1) consumer engagement – unidimensional construct and (2) consumer engagement – multidimensional
construct. The first approach distinguishes a particular dimension as the most important one that is defined
differently by various authors. Moreover, it is important to note, that in the studies of consumer engagement as a
multidimensional construct there is no consensus. Various researchers suggest different combinations of consumer
engagement: Marks, Printy (2003) – cognitive and emotional; Bejerholm, Eklund (2007) – cognitive and behavioral;
Norris et al. (2003) – emotional and behavioral (Hollebeek, 2011a). Despite the ongoing discussions concerning
dimensionality of consumer engagement, it is noted that different dimensions of consumer engagement are
interrelated and has a significant impact on each other.
Based on the results of researchers related to the dimensionality of consumer engagement, the conclusion that the
conceptual essence of consumer engagement is best revealed by multiple dimensions, i.e. consumer engagement is a
multidimensional construct, whereas mostly cognitive, emotional and behavioral dimensions are identified. This
conclusion is supported by the inherences of the concept of consumer engagement – usually consumer engagement
is related to particular behavior, emotional and cognitive endeavor or commitment. The first consumer becomes
familiar with engagement object that later on evoke particular emotions or associations (positive or negative).
Finally, such emotions motivate actions, i.e. the consumer is not a passive; consumer becomes an active participant
in the interaction with engagement object. Mutual coordination and enabling of dimensions are necessary for the
successful consumer engagement.

Conclusions and implications for future research

Considering the results and insights of the researches of consumer engagement dimensions (Brodie et al., 2011;
Hollebeek, 2011a, 2011b; Hollebeek et al., 2014), it was concluded that the number of dimensions used for
measurement of consumer engagement is determined by the perspective of consumer engagement (engagement as
an unidimensional or multidimensional construct). Moreover, the definition of these dimensions depends on the
object of engagement (brand, brand community, advertisement, social media sites, websites, etc.)
Usually, consumer engagement is associated with certain emotions, behavior and consumer’s cognitive efforts or
commitment. It should be noted that studies of marketing researches usually are based on the active role of
consumer emotionally or cognitively engaging to brand, to behavior related to the brand after the purchase or
participation in value creation processes. After summarizing consumer engagement studies, the multidimensionality
of the construct was reasoned – consumer engagement is a multidimensional construct that consists of three main
dimensions – cognitive (consumer focus and interest in a particular engagement object), emotional (feelings of
inspiration or pride caused by an engagement object) and behavioral (consumer effort and energy necessary for
interaction with an engagement object).
It should be noted that so far studies of consumer engagement and its dimensionality were used widely in social
sciences literature, but these studies are inconsistent whereas results – controversial. The consumer engagement
dimensions proposed and validated in this paper will let to expand studies on consumer engagement antecedents
related to the expression of emotional, behavioral and cognitive dimensions. Also, these results will enable
researches to perform studies on the identification of the specific impact on consumer behavior and thus the
performance of the company caused by a particular dimension.
658 Rita Kuvykaitė and Asta Tarutė / Procedia - Social and Behavioral Sciences 213 (2015) 654 – 658

Acknowledgements

This research (No. VP1-3.1-ŠMM-07-K-03-083) is funded by the European Social Fund under the Global Grant
measure.

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