Using social network theory as a theoretical root, this study introduces the concept of peer engagement behaviors and discusses its characteristics in relation to customer, employee, and actor engagement behaviors. This study identifies several sets of foundational research questions related to peer engagement behaviors that focus on unique attributes such as role duality, role fluidity, platform centrality, tie strength, and multidirectionality of peer engagement behaviors. Directions for broad areas of future research are also discussed to encourage theory-building on topics related to measurement, classification, subjective experiences, antecedents, and consequences of peer engagement behaviors.
AlexanderMatthewJaakkolaElinaHollebeekLinda D. (2018), “Zooming Out: Actor Engagement beyond the Dyadic,” Journal of Service Management, 29 (3), 333–351.
2.
AllenJonathan P. (2017), “Technology and Inequality Case Study: The Sharing Economy,” in Technology and Inequality, AllenJonathan P., ed. Cham, Switzerland: Palgrave Macmillan, 121–135.
3.
BardhiFleuraEckhardtGiana M. (2012), “Access-Based Consumption: The Case of Car Sharing,” Journal of Consumer Research, 39 (4), 881–898.
4.
BarnesStuart J.MattssonJan (2016), “Building Tribal Communities in the Collaborative Economy: An Innovation Framework,” Prometheus, 34 (2), 95–113.
5.
BelkRussell (2014), “You Are What You Can Access: Sharing and Collaborative Consumption Online,” Journal of Business Research, 67 (8), 1595–1600.
6.
BenklerYochai (2004), “Sharing Nicely: On Shareable Goods and the Emergence of Sharing as a Modality of Economic Production,” Yale Law Journal, 114 (2), 273–358.
BotsmanRachelRogersRoo (2010), What’s Mine is Yours. New York, NY: Harper Business.
9.
BourdeauBrian L.Joseph CroninJ.JrVoorheesClay M. (2007), “Modeling Service Alliances: An Exploratory Investigation of Spillover Effects in Service Partnerships,” Strategic Management Journal, 28 (6), 609–622.
10.
BowdenJana Lay-HwaConduitJodieHollebeekLinda D.Luoma-ahoVilmaSolemBirgit Apenes (2017), “Engagement Valence Duality and Spillover Effects in Online Brand Communities,” Journal of Service Theory and Practice, 27 (4), 877–897.
11.
BrassDaniel J.GalaskiewiczJosephGreveHenrich R.TsaiWenpin (2004), “Taking Stock of Networks and Organizations: A Multilevel Perspective,” Academy of Management Journal, 47 (6), 795–817.
12.
BrodieRoderick J.IlicAnaJuricBiljanaHollebeekLinda (2013), “Consumer Engagement in a Virtual Brand Community: An Exploratory Analysis,” Journal of Business Research, 66 (1), 105–114.
13.
BrodieRoderick J.FehrerJulia A.JaakkolaElinaConduitJodie (2019), “Actor Engagement in Networks: Defining the Conceptual Domain,” Journal of Service Research, 22 (2), 173–188.
14.
BrodieRoderick J.HollebeekLinda D.JurićBilijanaIlićAna (2011), “Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research,” Journal of Service Research, 14 (3), 252–271.
15.
BrysonColinHandLen (2007), “The Role of Engagement in Inspiring Teaching and Learning,” Innovations in Education and Teaching International, 44 (4), 349–362.
16.
BurtRonald S. (1997), “The Contingent Value of Social Capital,” Administrative Science Quarterly, 42 (2), 339–365.
17.
BurtRonald S. (1992), Structural Holes: The Social Structure of Competition. Cambridge, MA: Harvard University Press.
18.
CabralLuisHortacsuAli (2010), “The Dynamics of Seller Reputation: Evidence from eBay,” Journal of Industrial Economics, 58 (1), 54–78.
19.
CalderBobby J.MalthouseEdward C. (2008), “Media Engagement and Advertising Effectiveness,” in Kellogg on Advertising and Media, CalderBobby J., ed. Hoboken, NJ: Wiley, 1–36.
20.
CatteeuwFrankFlynnEileenVonderhorstJames (2007), “Employee Engagement: Boosting Productivity in Turbulent Times,” Organization Development Journal, 25 (2), 151–157.
21.
ChandlerJennifer D.LuschRobert F. (2015), “Service Systems: A Broadened Framework and Research Agenda on Value Propositions, Engagement, and Service Experience,” Journal of Service Research, 18 (1), 6–22.
22.
ChangHsin-HsinWuLi Hsuan (2014), “An Examination of Negative e-WOM Adoption: Brand Commitment as a Moderator,” Decision Support Systems, 59 (March), 206–218.
23.
ChengMingming (2016), “Sharing Economy: A Review and Agenda for Future Research,” International Journal of Hospitality Management, 57 (2016), 60–70.
24.
ChungJin Young (2017), “Online Friendships in a Hospitality Exchange Network: A Sharing Economy Perspective,” International Journal of Contemporary Hospitality Management, 29 (12), 3177–3190.
25.
ColemanJames S. (1990), Foundations of Social Theory. Cambridge, MA: Harvard University Press.
26.
CrawfordEaan R.LePineJeffery A.RichBruce Louis (2010), “Linking Job Demands and Resources to Employee Engagement and Burnout: A Theoretical Extension and Meta-Analytic Test,” Journal of Applied Psychology, 95 (5), 834–848.
27.
CusumanoMichael A. (2015), “How Traditional Firms Must Compete in the Sharing Economy,” Communications of the ACM, 58 (1), 32–34.
28.
DeenihanGerardCaulfieldBrian (2015), “Do Tourists Value Different Levels of Cycling Infrastructure?” Tourism Management, 46 (C), 92–101.
29.
DeightonJohnKornfeldLeora (2009), “Interactivity’s Unanticipated Consequences for Marketers and Marketing,” Journal of Interactive Marketing, 23 (1), 4–10.
30.
DellaertBenedict G. C. (2019), “The Consumer Production Journey: Marketing to Consumers as Co-Producers in the Sharing Economy,” Journal of the Academy of Marketing Science, 47 (2), 238–254.
31.
DellarocasChris (2003), “The Digitization of Word-of-Mouth: Promise and Challenges of Online Feedback Mechanisms,” Management Science, 49 (10), 1407–1424.
32.
DengXuefeiJoshiK. D.GalliersRobert D. (2016), “The Duality of Empowerment and Marginalization in Microtask Crowdsourcing: Giving Voice to the Less Powerful through Value Sensitive Design,” MIS Quarterly, 40 (2), 279–302.
33.
De VignemontFrederiqueSingerTania (2006), “The Empathic Brain: How, When and Why?” Trends in Cognitive Sciences, 10 (10), 435–441.
34.
DredgeDianneGyimóthySzilvia (2015), “The Collaborative Economy and Tourism: Critical Perspectives, Questionable Claims and Silenced Voices,” Tourism Recreation Research, 40 (3), 286–302.
35.
DubrovskiDrago (2001), “The Role of Customer Satisfaction in Achieving Business Excellence,” Total Quality Management, 12 (7-8), 920–925.
EricksonTamara J. (2005), “The 21st Century Workplace: Preparing for Tomorrow’s Employment Trends Today,” Testimony Submitted Before the U.S. Senate Committee on Health, Education, Labor and Pensions, National Consumer Law Center (NCLC), May 26.
38.
FreedmanSethJinGinger Zhe (2008), “Do Social Networks Solve Information Problems for Peer-to-Peer Lending? Evidence from Prosper.Com,” NET Institute Working Paper 08-43, (accessed November 8, 2018), [available athttps://ssrn.com/abstract=1304138].
39.
FriedkinNoah E. (1980), “A Test of Structural Features of Granovetter’s Strength of Weak Ties Theory,” Social Networks, 2 (4), 411–422.
40.
GalleseVittorioKeysersChristianRizzolattiGiacomo (2004), “A Unifying View of the Basis of Social Cognition,” Trends in Cognitive Sciences, 8 (9), 396–403.
41.
GilbertEricKarahaliosKarrie (2009), “Predicting Tie Strength with Social Media,” in Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (pp. 221–220). Boston, USA, 4–9 April.
42.
GranovetterMark S. (1983), “The Strength of Weak Ties: A Network Theory Revisited,” Sociology Theory, 1 (1), 201–233.
43.
GranovetterMark S. (1973), “The Strength of Weak Ties,” American Journal of Sociology, 78 (6), 1360–1380.
44.
HamariJuhoSjöklintMimmiUkkonenAntti (2016), “The Sharing Economy: Why People Participate in Collaborative Consumption,” Journal of the Association for Information Science and Technology, 67 (9), 2047–2059.
45.
HansenMorten T. (1999), “The Search-Transfer Problem: The Role of Weak Ties in Sharing Knowledge across Organization Subunits,” Administrative Science Quarterly, 44 (1), 82–111.
46.
HemelrijkCharlotte K. (1990), “Models of, and Tests for, Reciprocity, Unidirectionality and Other Social Interaction Patterns at a Group Level,” Animal Behaviour, 39 (6), 1013–1029.
47.
Hennig-ThurauThorstenGwinnerKevin P.WalshGianfrancoGremlerDwayne D. (2004), “Electronic Word-of-Mouth Via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?,” Journal of Interactive Marketing, 18 (1), 38–52.
48.
Hennig-ThurauThorstenMalthouseEdward C.FriegeChristianGenslerSonjaLobschatLaraRangaswamyArvindSkieraBernd (2010), “The Impact of New Media on Customer Relationships,” Journal of Service Research, 13 (3), 311–330.
49.
HoferAdriana RossiterSmithRonn J.MurphyPaul R. (2014), “Spillover Effects of a Firm’s Relationship Marketing Orientation in the Logistics Triad,” International Journal of Logistics Management, 25 (2), 270–288.
50.
HuShouping (2010), “Scholarship Awards, College Choice, and Student Engagement in College Activities: A Study of High-Performing Low-Income Students of Color,” Journal of College Student Development, 51 (2), 150–161.
51.
JaakkolaElinaAarikka-StenroosLeena (2018), “Customer Referencing as Business Actor Engagement Behavior—Creating Value in and beyond Triadic Settings,” Industrial Marketing Management, (accessed May 2, 2019), [available athttps://doi.org/10.1016/j.indmarman.2018.06.014].
52.
JaakkolaElinaAlexanderMatthew (2014), “The Role of Customer Engagement Behavior in Value Co-Creation: A Service System Perspective,” Journal of Service Research, 17 (3), 247–261.
53.
JenningsM. KentStokerLaura (2004), “Social Trust and Civic Engagement across Time and Generations,” Acta Politica, 39 (4), 342–379.
54.
KadushinCharles (2004), Introduction to Social Network Theory. Boston, MA.
55.
KahnWilliam A. (1990), “Psychological Conditions of Personal Engagement and Disengagement at Work,” Academy of Management Journal, 33 (4), 692–724.
KilduffMartinBrassDaniel J. (2010), “Organizational Social Network Research: Core Ideas and Key Debates,” Academy of Management Annals, 4 (1), 317–357.
58.
KozinetsRobert V. (1999), “E-tribalized Marketing? The Strategic Implications of Virtual Communities of Consumption,” European Management Journal, 17 (3), 252–264.
59.
KrackhardtDavid (1992), “The Strength of Strong Ties: The Importance of Philos in Organizations,” in Networks and Organizations: Structure, Form, and Action, NohriaN.EcclesR., eds. Boston, MA: Harvard Business School Press, 216–239.
60.
KsiazekThomas B.PeerLimorLessardKevin (2014), “User Engagement with Online News: Conceptualizing Interactivity and Exploring the Relationship between Online News Videos and User Comments,” New Media & Society, 18 (3), 502–520.
61.
KuhnKristine M.MalekiAmir (2017), “Micro-Entrepreneurs, Dependent Contractors, and Instaserfs: Understanding Online Labor Platform Workforces,” Academy of Management Perspectives, 31 (3), 183–200.
62.
KumarV.PansariAnita (2016), “Competitive Advantage through Engagement,” Journal of Marketing Research, 53 (4), 497–514.
63.
KunzWernerAksoyLerzanBartYakovHeinonenKristinaKabadayiSertanOrdenesFrancisco VillarroelSigalaMariannaDiazDavidTheodoulidisBabis (2017), “Customer Engagement in a Big Data World,” Journal of Services Marketing, 31 (2), 161–171.
64.
LampinenAiriCheshireCoye (2016), “Hosting via Airbnb: Motivations and Financial Assurances in Monetized Network Hospitality,” in Proceedings of the 2016 SIGCHI Conference on Human Factors in Computing System (pp. 1669–1680). San Jose, USA, May 7–12.
65.
LeeJuminParkDo-HyungHanIngoo (2008), “The Effect of Negative Online Consumer Reviews on Product Attitude: An Information Processing View,” Electronic Commerce Research and Applications, 7 (3), 341–352.
66.
LeeSang JunLeeZoonky (2006), “An Experimental Study of Online Complaint Management in the Online Feedback Forum,” Journal of Organizational Computing and Electronic Commerce, 16 (1), 65–85.
67.
LeismannKristinSchmittMartinaRohnHolgerBaedekerCarolin (2013), “Collaborative Consumption: Towards a Resource-Saving Consumption Culture,” Resources, 2 (3), 184–203.
68.
MaceyWilliam H.SchneiderBenjamin (2008), “The Meaning of Employee Engagement,” Industrial and Organizational Psychology, 1 (1), 3–30.
MarsdenPeter V.CampbellKaren E. (1984), “Measuring Tie Strength,” Social Forces, 63 (2), 482–501.
71.
MartinCharles L. (1996), “Consumer-to-Consumer Relationships: Satisfaction with Other Consumers’ Public Behavior,” Journal of Consumer Affairs, 30 (1), 146–169.
72.
MarzocchiGianlucaMorandinGabrieleBergamiMassimo (2013), “Brand Communities: Loyal to the Community or the Brand?” European Journal of Marketing, 47 (1/2), 93–114.
73.
MaslowskaEwaMalthouseEdward C.CollingerTom (2016), “The Customer Engagement Ecosystem,” Journal of Marketing Management, 32 (5), 469–501.
MaySpencerKönigssonMarcusHolmstromJonny (2017), “Unlocking the Sharing Economy: Investigating the Barriers for the Sharing Economy in a City Context,” First Monday, 22 (2), (accessed April 22, 2019), [available athttp://firstmonday.org/ojs/index.php/fm/rt/printerFriendly/7110/5918].
76.
MayerRoger C.DavisJames H.David SchoormanF. (1995), “An Integrative Model of Organizational Trust,” Academy of Management Review, 20 (3), 709–734.
77.
McAdamDoug (1986), “Recruitment to High-Risk Activism: The Case of Freedom Summer,” American Journal of Sociology, 92 (1), 64–90.
OstromAmy L.BitnerMary JoBrownStephen W.BurkhardKevin A.GoulMichaelSmith-DanielsVicki L.DemirkanHalukRabinovichElliot (2010), “Moving Forward and Making a Difference: Research Priorities for the Science of Service,” Journal of Service Research, 13 (1), 4–36.
81.
PansariAnitaKumarV. (2017), “Customer Engagement: The Construct, Antecedents, and Consequences,” Journal of Academy of Marketing Science, 45 (3), 294–311.
82.
Pastor-SatorrasRomualdoVespignaniAlessandro (2004), Evolution and Structure of the Internet: A Statistical Physics Approach. Cambridge, UK: Cambridge University Press.
83.
PattersonPaulYuTingDe RuyterKo (2006), “Understanding Customer Engagement in Services,” in Advancing Theory, Maintaining Relevance: Proceedings of ANZMAC 2006 Conference (pp. 4–6), Brisbane, Australia, January 4–6.
84.
PaulauskaiteDominykaPowellRaymondAndres Coca-StefaniakJ.MorrisonAlastair M. (2017), “Living Like a Local: Authentic Tourism Experiences and the Sharing Economy,” International Journal of Tourism Research, 19 (6), 619–628.
85.
PeetersGuido (1971), “The Positive-Negative Asymmetry: On Cognitive Consistency and Positivity Bias,” European Journal of Social Psychology, 1 (4), 455–474.
ProtheroAndreaDobschaSusanFreundJimKilbourneWilliam E.LuchsMichael G.OzanneLucie K.ThøgerseJohn (2011), “Sustainable Consumption: Opportunities for Consumer Research and Public Policy,” Journal of Public Policy & Marketing, 30 (1), 31–38.
88.
RauchDaniel E.SchleicherDavid (2015), “Like Uber, But for Local Government Law: The Future of Local Regulation of the Sharing Economy,” Ohio State Law Journal, 76 (4), 901–963.
89.
RegoLopo L.BillettMatthew T.MorganNeil A. (2009), “Consumer-Based Brand Equity and Firm Risk,” Journal of Marketing, 73 (6), 47–60.
90.
ResnickEvan (2001), “Defining Engagement,” Journal of International Affairs, 54 (2), 551–566.
91.
ResnickPaulZeckhauserRichardFriedmanEricKoKuwabara (2002), “Reputation Systems: Facilitating Trust in Internet Interactions,” Communication of the ACM, 43 (12), 45–48.
92.
RogersEverett M. (2003), Diffusion of Innovations, 5th ed. New York, NY: Free Press.
93.
RowleyTimothy J. (1997), “Moving Beyond Dyadic Ties: A Network Theory of Stakeholder Influences,” Academy of Management Review, 22 (4), 887–910.
94.
SchaefersTobiasMoserRogerNarayanamurthyGopalakrishnan (2018), “Access-Based Services for the Base of the Pyramid,” Journal of Service Research, 21 (2), 1–17.
95.
SchaubroeckJohn M.LamSimon S. K.PengAnn C. (2016), “Can Peers’ Ethical and Transformational Leadership Improve Coworkers’ Service Quality? A Latent Growth Analysis,” Organizational Behavior and Human Decision Processes, 133 (3), 45–58.
96.
SchaufeliWilmar B.SalanovaMarisaGonzález-RomáVicenteBakkerArnold B. (2002), “The Measurement of Engagement and Burnout: A Two Sample Confirmatory Factor Analytic Approach,” Journal of Happiness Studies, 3 (1), 71–92.
97.
SchorJuliet B.FitzmauriceConnor J. (2015), “Collaborating and Connecting: The Emergence of the Sharing Economy,” in Handbook of Research on Sustainable Consumption, ReischLuciaThøgersenJohn, eds. Cheltenham, UK: Edward Elgar, 410–425.
98.
SengePeter M. (2006), The Fifth Discipline: The Art and Practice of the Learning Organization. New York, NY: Doubleday/Currency.
99.
ShipilovAndrew V.LiStan Xiao (2012), “The Missing Link: The Effect of Customers on the Formation of Relationships among Producers in the Multiplex Triads,” Organization Science, 23 (2), 472–491.
100.
SimoninBernard L.RuthJulie A. (1998), “Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes,” Journal of Marketing Research, 35 (1), 30–42.
101.
StephanyAlex (2015), The Business of Sharing: Making it in the New Sharing Economy. New York, NY: Palgrave Macmillan.
102.
StockRuth M.BednarekMarei (2014), “As They Sow, So Shall They Reap: Customers’ Influence on Customer Satisfaction at the Customer Interface,” Journal of the Academy of Marketing Science, 42 (4), 400–414.
103.
SundaramD. S.MitraKaushikWebsterCynthia (1998), “Word-of-Mouth Communications: A Motivational Analysis,’’Advances in Consumer Research, 25 (1), 527–531.
104.
SundararajanArun (2014), “Peer-to-Peer Businesses and the Sharing (Collaborative) Economy: Overview, Economic Effects and Regulatory Issues,” Written Testimony for the Hearing titled The Power of Connection: Peer-to-Peer Business, (accessed March 21, 2016), [available athttps://www.docin.com/p-1781371482.html].
105.
SutherlandWillJarrahiMohammad Hossein (2017), “The Gig Economy and Information Infrastructure: The Case of the Digital Nomad Community,” Proceedings of the ACM on Human-Computer Interaction, 1 (1), 97.
106.
TeubnerTimm (2017), “The Web of Host-Guest Connections on Airbnb—A Social Network Perspective,” Working Paper, (accessed November 14, 2018), [available athttps://www.researchgate.net/publication/319178393].
107.
TsaiWenpinGhoshalSumantra (1998), “Social Capital and Value Creation: The Role of Intrafirm Networks,” Academy of Management Journal, 41 (4), 464–476.
108.
van DoornJennyE. LemonKatherineMittalVikasNaβStephanPickDoréenPirnerPeterVerhoefPeter C. (2010), “Customer Engagement Behavior: Theoretical Foundations and Research Directions,” Journal of Service Research, 13 (3), 253–266.
109.
VerhoefPeter C.ReinartzWernerKrafftManfred (2010), “Customer Engagement as a New Perspective in Customer Management,” Journal of Service Research, 13 (3), 247–252.
110.
VibertAnnSheildsCarolyn M. (2003), “Approaches to Student Engagement: Does Ideology Matter?,” McGill Journal of Education, 38 (2), 221–240.
111.
WangFangMorenoYamirSunYaoru (2006), “Structure of Peer-to-Peer Social Networks,” Physical Review E Statistical Nonlinear & Soft Matter Physics, 73 (3), 036123.
112.
WangYouchengFesenmaierDaniel R. (2004), “Towards Understanding Members’ General Participation in and Active Contribution to an Online Travel Community,” Tourism Management, 25 (6), 709–722.
113.
WeiWeiMiaoLiHuangZhuowei (2013), “Customer Engagement Behaviors and Hotel Responses,” International Journal of Hospitality Management, 33 (1), 316–330.
114.
WongJarridShohamMirit (2011), “The Emotional Strength of Weak Ties: Reevaluating Social Support Online,” in IEEE 2011 44th Hawaii International Conference on System Sciences (HICSS) (pp. 1–9), Kauai, USA, January 1–7.
115.
XuYingziYapSheau Fen CrystalHydeKenneth F. (2016), “Who Is Talking, Who Is Listening? Service Recovery through Online Customer-to-Customer Interactions,” Marketing Intelligence & Planning, 34 (3), 421–443.
116.
YooJaewonArnoldTodd J. (2016), “Frontline Employee Customer-Oriented Attitude in The Presence of Job Demands and Resources: The Influence upon Deep and Surface Acting,” Journal of Service Research, 19 (1), 102–117.
117.
ZeithamlValarie A.BerryLeonard L.ParasuramanArantharanthan (1993), “The Nature and Determinants of Customer Expectations of Service,” Journal of Academy of Marketing Science, 21 (1), 1–12.
118.
ZelizerViviana A. (2010), Economic Lives: How Culture Shapes the Economy. Princeton, NJ: Princeton University Press.
119.
ZervasGeorgiasProserpioDavideByersJohn W. (2015), “A First Look at Online Reputation on Airbnb, Where Every Stay Is above Average,” SSRN Working Paper, (accessed July 15, 2018), [available athttps://ssrn.com/abstract=2554500].
Supplementary Material
Please find the following supplemental material available below.
For Open Access articles published under a Creative Commons License, all supplemental material carries the same license as the article it is associated with.
For non-Open Access articles published, all supplemental material carries a non-exclusive license, and permission requests for re-use of supplemental material or any part of supplemental material shall be sent directly to the copyright owner as specified in the copyright notice associated with the article.
