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Type: Journal article
Title: Initiating actor engagement with novel products
Author: Ayi Wong, D.
Conduit, J.
Plewa, C.
Citation: Marketing Theory, 2019; 20(3):299-319
Publisher: SAGE Publications
Issue Date: 2019
ISSN: 1470-5931
Statement of
Diana Ayi Wong, Jodie Conduit, 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: © The Author(s) 2019
RMID: 1000026296
DOI: 10.1177/1470593119887474
Appears in Collections:Business School publications

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