The effect of cross-cultural dimensions on the manifestation of customer engagement behaviours

Cara Connell*, Ruth Marciniak, Lindsey Drylie Carey

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

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Today’s technology-enabled customer and their instant access to a global marketplace has led to firms facing intense competition from around the world. Resultantly, engaging customers has emerged as an important marketing strategy and for more than a decade has fuelled intense attention from academe and professionals on the construct of customer engagement (CE). However, despite this focus to date there is a paucity of research considering CE in a cross-cultural context. This exploratory study provides empirical clarification as to whether culture at a national level impacts the manifestation of specific customer engagement behaviours (CEBs) exhibited by customers engaged with a brand. A conceptualisation of CEBs for Hofstede’s six dimensions of culture is presented and a netnographic study focusing on an online brand community (OBC) reveals that whilst national culture exerts no impact on the behaviours of engaged customers, the culture associated with a brand does. These findings serve as a foundation for future academic inquiry and present the opportunity to managers to foster and nurture a brand culture that encourages CE.
Original languageEnglish
JournalJournal of International Marketing
Publication statusE-pub ahead of print - 20 Sep 2022


  • customer engagement
  • cultural dimensions
  • online brand community
  • netnography


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