Monday, 2 August 2010

Engagement - an intermediate variable

Supervisor sent me a paper about engagement in a different context, where engagement is seen as an intermediate variable for on-line web advertising. Wilson notes that
"engagement is a volitional commitment by the customer to an active relationship over time"
and supervisor now realises we need to discuss volition.

Anne Mollen wrote her Cranfield MRes on engagement as an intermediate variable for on-line marketing. I read it some years ago, and discarded the ideas then after a short discussion with the then supervisor #1, because her systematic review showed that she was situating her research in e-learning and advertising literature, rather than in organisational development and change. I recommend reading the paper because she writes well, and because her Master of Research dissertation is an exemplar of a systematic review. Find it here at Cranfield research theses.

Mollen, A. 2010. Engagement, Telepresence and Interactivity in Online Consumer Experience: Reconciling Scholastic and Managerial Perspectives. Journal of business research, 63(9-10): 919-925.

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