Business actor engagement: Exploring its antecedents and types

Peter Ekman*, Jimmie G. Röndell, Elena Anastasiadou, Christian Kowalkowski, Randle D. Raggio, Steven M. Thompson

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

10 Citations (Scopus)


Building on recent engagement research, this study contributes to a deepened understanding of business actor engagement (BAE) dimensions that includes both behaviors and emotions. Following a systematic combining approach, this study contextualizes and clarifies BAE. Through an analysis of dyadic data (providing firm and customers), we offer in-depth knowledge of the antecedents and types of BAE. This study identifies engagement disposition combined with engagement connectedness as the antecedents of an engagement initiative's overall BAE. Building on these dynamics, we propose a conceptual BAE framework with a set of testable propositions that links BAE with its proposed antecedents. Finally, we use the empirical and theoretical insights to derive a BAE taxonomy consisting of four types that offers guidance on how to manage customers with different engagement characteristics in practice.

Original languageEnglish
Peer-reviewed scientific journalIndustrial Marketing Management
Pages (from-to)179-192
Number of pages14
Publication statusPublished - 28.08.2021
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • customer engagement
  • actor engagement
  • engagement disposition
  • engagement connectedness
  • engagement initiative
  • valence


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