![]() The empirical analysis and validation of the proposed model will surely help companies to understand the role of EGE in the overall engagement model. Future studies, specifically those employing quantitative and experimental methods, are suggested to test the model across a variety of industries and contexts. Further empirical research is recommended to establish the model. The present study is based on a review of the literature and, hence, is theoretical in nature. Several key research questions have also been outlined based on the gap analysis conducted in the area of eWOM and consumer engagement. A conceptual model is proposed to link these seemingly related constructs. In this study, concepts like word of mouth (WOM), eWOM, eWOM volume and valence, content quality, and generator/user engagement are discussed at length. While there is considerable literature on electronic word of mouth (eWOM), eWOM generator engagement (EGE), and consumer engagement, there are very few studies which explore the relationships between these constructs. The scale lends itself to further theory tests regarding antecedents, consequences and moderators of consumer power. A critical analysis of and a predictive validity test of the scale against existing power scales highlight its unique contribution. Results suggest that the scale is useful in comparative and longitudinal tracking of consumers’ perceptions of power in relation to a firm.īuilding on a comprehensive literature review and rigorous scale development, this paper introduces a scale of consumer power that comprises a personal and a social power dimension. This research uses episodic recall tasks to elicit power perceptions in various contexts. Consumer power mediates the relation between consumers’ cognitive control and consumer satisfaction and between perceived choice and emotional responses. The consumer power scale is psychometrically sound and possesses external and discriminant validity with regard to other power-related measures. Social power refers to consumers’ perceived ability to influence a firm’s actions.įollowing established scale development procedures, the construct definition and item generation preceded five studies that establish the scale’s dimensionality, psychometric properties and external, predictive and nomological validity.Ĭonsumer power was modeled as a reflective first-order, formative second-order latent construct. Personal power refers to consumers’ perceived ability to resist and ignore a firm’s marketing efforts. The purpose of this paper is to report on the development and validation of a consumer power scale comprising a personal and a social power dimension. Research exploring the concept of integrated empowerment and contributes toĬurrent understanding of the empowerment phenomenon and its integral role in Only possible because of integrated empowerment. Integrated empowermentĬreates/constructs episodes of service provisioning and service provisioning are Imparted with the required autonomy (power) to participate in a way thatĮnhances the overall health of the service ecosystem. Proposing and arguing for a macro-level conceptualisation, coined integratedĮmpowerment, in which each entity/participant within a given ecosystem is Understanding of empowerment as a micro-level (enabling) phenomenon, Symmetry also called the state of empowerment. Power grab/power share/power transfer to achieve outcomes of power The micro-level conceptualisation of empowerment heavily relies on forms of We reviewed andĬritically analysed extant literature on empowerment theory and noted that the Phenomenon within the service ecosystems framework. This paper broadens the current understanding of the empowerment The study‘s findings reveal that both exit-based and voice-based consumer power enhanced the general power of consumers and lead to market equalization, resulting in consumers who feel that on the Internet they are on the same footing with companies. Therefore this study proposes a new consumer power and market equalization model that can be investigated in two ways: (1) exit-based consumer power, and (2) voice-based consumer power. However, there has not been enough investigation of how these consumer empowerment and market equalization processes work, or how they will likely change markets and society in both the near and long term future. Furthermore, such digitally empowered consumers can now easily generate and organize anti-consumption movements and change the dynamics of the consumption markets. We are now re-discovering the nature of active consumer power in this new age of digital communication. Consumers today are able to control many marketing communications and relationships as a result of the increasing digitalization in consumer markets.
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