{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,1,8]],"date-time":"2026-01-08T16:07:08Z","timestamp":1767888428704,"version":"3.49.0"},"reference-count":75,"publisher":"Emerald","issue":"2","license":[{"start":{"date-parts":[[2018,4,3]],"date-time":"2018-04-03T00:00:00Z","timestamp":1522713600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["ITP"],"published-print":{"date-parts":[[2018,4,3]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>The purpose of this paper is to develop and empirically test a process model (comprising of seven dimensions), for identifying online customer engagement patterns leading to recommendation. These seven dimensions are communication, interaction, experience, satisfaction, continued involvement, bonding, and recommendation.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>The authors used a non-participant form of netnography for analyzing 849 comments from Australian banks Facebook pages. High levels of inter-coder reliability strengthen the study\u2019s empirical validity and ensure minimum researcher bias and maximum reliability and replicability.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The authors identified 22 unique pattern of customer engagement, out of which nine patterns resulted in recommendation\/advocacy. Engagement pattern communication-interaction-recommendation was the fastest route to recommendation, observed in nine instances (or 2 percent). In comparison, C-I-E-S-CI-B-R was the longest route to recommendation observed in ninety-six instances (or 18 percent). Of the eight patterns that resulted in recommendation, five patterns (or 62.5 percent) showed bonding happening before recommendation.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title><jats:p>The authors limited the data collection to Facebook pages of major banks in Australia. The authors did not assess customer demography and did not share the findings with the banks.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>The findings will guide e-marketers on how to best engage with customers to enhance brand loyalty and continuously be in touch with their clients.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>Most models are conceptual and assume that customers typically journey through all the stages in the model. The work is interesting because the empirical study found that customers travel in multiple different ways through this process. It is significant because it changes the way the authors understand patterns of online customer engagement.<\/jats:p><\/jats:sec>","DOI":"10.1108\/itp-02-2017-0035","type":"journal-article","created":{"date-parts":[[2018,2,13]],"date-time":"2018-02-13T19:17:09Z","timestamp":1518549429000},"page":"595-614","source":"Crossref","is-referenced-by-count":26,"title":["A process model for identifying online customer engagement patterns on Facebook brand pages"],"prefix":"10.1108","volume":"31","author":[{"given":"Vidyasagar","family":"Potdar","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Sujata","family":"Joshi","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Rahul","family":"Harish","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Richard","family":"Baskerville","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Pornpit","family":"Wongthongtham","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","reference":[{"issue":"2","key":"key2020092919322996800_ref001","first-page":"209","article-title":"The role of long-term orientation and service recovery on the relationships between trust, bonding, customer satisfaction and customer loyalty: the case of Nigerian retail banks","volume":"10","year":"2014","journal-title":"Asian Social Science"},{"issue":"2","key":"key2020092919322996800_ref002","doi-asserted-by":"crossref","first-page":"91","DOI":"10.1057\/dbm.2010.8","article-title":"Corporate blogs as e-CRM tools \u2013 building consumer engagement through content management","volume":"17","year":"2010","journal-title":"Journal of Database Marketing & Customer Strategy Management"},{"issue":"3","key":"key2020092919322996800_ref003","doi-asserted-by":"crossref","first-page":"19","DOI":"10.1509\/jmkg.69.3.19.66363","article-title":"The social influence of brand community: evidence from European car clubs","volume":"69","year":"2005","journal-title":"Journal of Marketing"},{"issue":"9","key":"key2020092919322996800_ref004","first-page":"26","article-title":"Build loyalty through experience management","volume":"40","year":"2007","journal-title":"Quality Progress"},{"issue":"3","key":"key2020092919322996800_ref005","first-page":"85","article-title":"Managing the total customer experience","volume":"43","year":"2002","journal-title":"MIT Sloan Management Review, April 15"},{"issue":"4","key":"key2020092919322996800_ref006","doi-asserted-by":"crossref","first-page":"46","DOI":"10.1177\/002224299505900404","article-title":"Understanding the bond of identification: an investigation of its correlates among art museum members","volume":"59","year":"1995","journal-title":"Journal of Marketing"},{"issue":"3","key":"key2020092919322996800_ref007","doi-asserted-by":"crossref","first-page":"351","DOI":"10.2307\/3250921","article-title":"Understanding information systems continuance: an expectation-confirmation model","volume":"25","year":"2001","journal-title":"MIS Quarterly"},{"key":"key2020092919322996800_ref008","volume-title":"The Essence of Consumer Behaviour","year":"1997"},{"issue":"1","key":"key2020092919322996800_ref009","doi-asserted-by":"crossref","first-page":"63","DOI":"10.2753\/MTP1069-6679170105","article-title":"The process of customer engagement: a conceptual framework","volume":"17","year":"2009","journal-title":"Journal of Marketing Theory and Practice"},{"issue":"3","key":"key2020092919322996800_ref010","doi-asserted-by":"crossref","first-page":"252","DOI":"10.1177\/1094670511411703","article-title":"Customer engagement: conceptual domain, fundamental propositions, and implications for research","volume":"14","year":"2011","journal-title":"Journal of Service Research"},{"issue":"3","key":"key2020092919322996800_ref011","first-page":"8","article-title":"Engineering customer experiences","volume":"3","year":"1994","journal-title":"Marketing Management"},{"key":"key2020092919322996800_ref012","article-title":"Customer engagement in an online social platform: a conceptual model and scale development","year":"2011"},{"issue":"6","key":"key2020092919322996800_ref013","doi-asserted-by":"crossref","first-page":"385","DOI":"10.1108\/EUM0000000006109","article-title":"Building customer relationships: an inventory of service providers\u2019 objectives and practices","volume":"19","year":"2001","journal-title":"Marketing Intelligence & Planning"},{"key":"key2020092919322996800_ref014","unstructured":"Court, D., Elzinga, D., Mulder, S. and Vetvik, O.J. 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