Customer Engagement Behavior: Theoretical Foundations and Research Directions
定义了客户参与行为（CEB）的概念，即客户在购买之外对品牌或企业的行为表现，如口碑推荐、写评论等，并构建了其前因后果的概念模型，为企业管理CEB提供指导。
This article develops and discusses the concept of customer engagement behaviors (CEB), which we define as the customers’ behavioral manifestation toward a brand or firm, beyond purchase, resulting from motivational drivers. CEBs include a vast array of behaviors including word-of-mouth (WOM) activity, recommendations, helping other customers, blogging, writing reviews, and even engaging in legal action. The authors develop a conceptual model of the antecedents and consequences—customer, firm, and societal—of CEBs. The authors suggest that firms can manage CEBs by taking a more integrative and comprehensive approach that acknowledges their evolution and impact over time.