Please use this identifier to cite or link to this item: https://hdl.handle.net/2440/128233
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Type: Conference item
Title: Initiating actor engagement with novel products
Author: Conduit, J.
Ayi Wong, D.
Plewa, C.
Citation: Abstracts of the 47th European Marketing Academy Conference (EMAC 2018), 2018
Publisher: EMAC
Issue Date: 2018
ISSN: 1470-5931
1741-301X
Conference Name: 47th European Marketing Academy Conference (EMAC) (29 May 2018 - 1 Jun 2018 : Glasgow, United Kingdom)
Statement of
Responsibility: 
Jodie Conduit, Diana Ayi Wong, Carolin Plewa
Abstract: While organizations continue to face extensive pressure to introduce novel products to the market, the question of how customers initiate engagement with novel products remains unanswered. This article draws on the ecosystem perspective of engagement, utilizing the lens of actor engagement, to develop a conceptual framework for actor engagement with novel products. It elaborates our understanding of the indirect interaction that actors have with a focal object through other actors. It demonstrates that through vicarious learning, actors establish cognitive, emotional, behavioral, and social interactions with the novel product. Further, it explicates a process in which legitimacy judgments, at the micro- and macrolevels, play a central role in facilitating and evaluating engagement with products. This framework offers an important contribution to theory by elucidating the facilitating role of learning and introducing the concept of legitimacy to the engagement literature. A set of propositions is presented, and a future research agenda proposed for each of these propositions.
Keywords: Actor engagement; legitimacy; novel products; vicarious learning
Rights: Copyright status unknown
DOI: 10.1177/1470593119887474
Published version: http://www.emac-2018.org/r/default.asp?iId=IDHG
Appears in Collections:Aurora harvest 8
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