TY - JOUR
T1 - Managing customer engagement at trade shows
AU - Gopalakrishna, Srinath
AU - Malthouse, Edward C.
AU - Lawrence, Justin M.
N1 - Publisher Copyright:
© 2017 Elsevier Inc.
PY - 2019/8
Y1 - 2019/8
N2 - Customer engagement is a buzzword in today's business landscape. It is a key driver of a firm's long-term success. Marketers overwhelmingly agree that engaged customers are valuable because, in all likelihood, they will keep coming back to transact business. In this study, which uses the novel context of B2B trade shows, the authors link engagement with two outcomes – intention to attend the next show and intention to purchase from exhibitors. Based on data collected from attendees before and after the show, they propose and test a conceptual model of customer engagement. They show that satisfaction with the trade show fully mediates the impact of behavioral engagement on the two outcomes. They also find that marketers i.e., the show organizer and exhibitors, benefit when visitors become engaged with the trade show in a fully comprehensive manner, even if some visitor segments may initially have low anticipation with regard to the upcoming event and the activities involved.
AB - Customer engagement is a buzzword in today's business landscape. It is a key driver of a firm's long-term success. Marketers overwhelmingly agree that engaged customers are valuable because, in all likelihood, they will keep coming back to transact business. In this study, which uses the novel context of B2B trade shows, the authors link engagement with two outcomes – intention to attend the next show and intention to purchase from exhibitors. Based on data collected from attendees before and after the show, they propose and test a conceptual model of customer engagement. They show that satisfaction with the trade show fully mediates the impact of behavioral engagement on the two outcomes. They also find that marketers i.e., the show organizer and exhibitors, benefit when visitors become engaged with the trade show in a fully comprehensive manner, even if some visitor segments may initially have low anticipation with regard to the upcoming event and the activities involved.
KW - B2B marketing
KW - Customer engagement
KW - Engagement dynamics
KW - Events
KW - Trade shows
UR - http://www.scopus.com/inward/record.url?scp=85038919980&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85038919980&partnerID=8YFLogxK
U2 - 10.1016/j.indmarman.2017.11.015
DO - 10.1016/j.indmarman.2017.11.015
M3 - Article
AN - SCOPUS:85038919980
SN - 0019-8501
VL - 81
SP - 99
EP - 114
JO - Industrial Marketing Management
JF - Industrial Marketing Management
ER -