The nature of actor engagement intensity: a classification scheme

What is it about?

For businesses, understanding the engagement intensity of their customers and other stakeholders is crucial because it can impact the success of their engagement strategies. For example, many businesses focus on measuring engagement by counting likes and comments, but this measure may fall short in reflecting and predicting stakeholder engagement adequately. By developing a more holistic picture of engagement intensity, businesses can better design their engagement strategies to engage with and retain their customers and other stakeholders. This article provides a classification scheme of engagement intensity on three levels - individual, dyad, and network. This can help businesses understand engagement intensity in different contexts. For example, businesses can enable individual engagement by offering personalized experiences, while they can facilitate network engagement by creating opportunities for actors to interact with each other. Overall, the article highlights the importance of understanding engagement intensity in today's digital business environment and provides practical insights for businesses to better design their engagement strategies and benchmark instruments for measuring engagement.

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