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<p>This special section of the <i>Journal of the Academy of Marketing Science</i> presents five impactful studies that explore customer engagement (CE) through crowdfunding, social media, influencer networks, and live-streaming. These studies enhance our understanding of CE and how it shapes firm strategy and consumer behavior. As a preface to the studies featured in this special section, we present an integrated framework—linking triggers, mediators, moderators, and outcomes—that contextualizes CE. As a part of that contextualization, we introduce a Digital Customer Engagement Maturity matrix to categorize firms according to their technology adoption and realized CE outcomes. We identify key themes from recent literature and outline promising avenues for future research. Together, the contributions offered in this special section present robust theoretical and methodological insights into the evolving landscape of CE, reinforcing CE’s importance as a strategic lever in digitally mediated consumer-firm relationships.</p>

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Enhancing customer engagement: Exploration and introduction to the special section

  • 期刊论文

  • 发表日期：

    2025年7月1日

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  • V. Kumar,
  • Robert P. Leone,
  • Leigh McAlister

摘要

This special section of the Journal of the Academy of Marketing Science presents five impactful studies that explore customer engagement (CE) through crowdfunding, social media, influencer networks, and live-streaming. These studies enhance our understanding of CE and how it shapes firm strategy and consumer behavior. As a preface to the studies featured in this special section, we present an integrated framework—linking triggers, mediators, moderators, and outcomes—that contextualizes CE. As a part of that contextualization, we introduce a Digital Customer Engagement Maturity matrix to categorize firms according to their technology adoption and realized CE outcomes. We identify key themes from recent literature and outline promising avenues for future research. Together, the contributions offered in this special section present robust theoretical and methodological insights into the evolving landscape of CE, reinforcing CE’s importance as a strategic lever in digitally mediated consumer-firm relationships.