---
_id: '41316'
abstract:
- lang: eng
  text: <jats:p> Relationship marketing managers around the world actively try to
    stimulate customer engagement because of its performance-enhancing effects. Research
    insights into how to engage customers, such that they voluntarily contribute their
    resources to support companies’ marketing efforts, almost exclusively pertain
    to individual, domestic markets. However, the prerequisites of customer engagement
    strategies naturally differ across country-specific market environments. Therefore,
    the authors develop a conceptual, comprehensive battery of cultural, institutional,
    societal, and economic country-level contingency factors (CISE indicators) as
    well as between-country psychic distances on those indicators. A set of 11 high-level
    research propositions aims to enhance marketing researchers’ and managers’ understanding
    of the contingencies of international customer engagement strategy effectiveness
    and customer engagement's performance ramifications. The analysis reflects the
    richness and complexity of potential contingency effects across the four CISE
    categories and encourages empirical research on their separate and joint effects.
    </jats:p>
author:
- first_name: Lena
  full_name: Steinhoff, Lena
  last_name: Steinhoff
- first_name: Juanyi (Sunny)
  full_name: Liu, Juanyi (Sunny)
  last_name: Liu
- first_name: Xiaoling
  full_name: Li, Xiaoling
  last_name: Li
- first_name: Robert W.
  full_name: Palmatier, Robert W.
  last_name: Palmatier
citation:
  ama: Steinhoff L, Liu J (Sunny), Li X, Palmatier RW. Customer Engagement in International
    Markets. <i>Journal of International Marketing</i>. 2022;31(1):1-31. doi:<a href="https://doi.org/10.1177/1069031x221099211">10.1177/1069031x221099211</a>
  apa: Steinhoff, L., Liu, J. (Sunny), Li, X., &#38; Palmatier, R. W. (2022). Customer
    Engagement in International Markets. <i>Journal of International Marketing</i>,
    <i>31</i>(1), 1–31. <a href="https://doi.org/10.1177/1069031x221099211">https://doi.org/10.1177/1069031x221099211</a>
  bibtex: '@article{Steinhoff_Liu_Li_Palmatier_2022, title={Customer Engagement in
    International Markets}, volume={31}, DOI={<a href="https://doi.org/10.1177/1069031x221099211">10.1177/1069031x221099211</a>},
    number={1}, journal={Journal of International Marketing}, publisher={SAGE Publications},
    author={Steinhoff, Lena and Liu, Juanyi (Sunny) and Li, Xiaoling and Palmatier,
    Robert W.}, year={2022}, pages={1–31} }'
  chicago: 'Steinhoff, Lena, Juanyi (Sunny) Liu, Xiaoling Li, and Robert W. Palmatier.
    “Customer Engagement in International Markets.” <i>Journal of International Marketing</i>
    31, no. 1 (2022): 1–31. <a href="https://doi.org/10.1177/1069031x221099211">https://doi.org/10.1177/1069031x221099211</a>.'
  ieee: 'L. Steinhoff, J. (Sunny) Liu, X. Li, and R. W. Palmatier, “Customer Engagement
    in International Markets,” <i>Journal of International Marketing</i>, vol. 31,
    no. 1, pp. 1–31, 2022, doi: <a href="https://doi.org/10.1177/1069031x221099211">10.1177/1069031x221099211</a>.'
  mla: Steinhoff, Lena, et al. “Customer Engagement in International Markets.” <i>Journal
    of International Marketing</i>, vol. 31, no. 1, SAGE Publications, 2022, pp. 1–31,
    doi:<a href="https://doi.org/10.1177/1069031x221099211">10.1177/1069031x221099211</a>.
  short: L. Steinhoff, J. (Sunny) Liu, X. Li, R.W. Palmatier, Journal of International
    Marketing 31 (2022) 1–31.
date_created: 2023-01-31T15:39:21Z
date_updated: 2023-01-31T15:41:32Z
doi: 10.1177/1069031x221099211
intvolume: '        31'
issue: '1'
keyword:
- Marketing
- Business and International Management
language:
- iso: eng
page: 1-31
publication: Journal of International Marketing
publication_identifier:
  issn:
  - 1069-031X
  - 1547-7215
publication_status: published
publisher: SAGE Publications
status: public
title: Customer Engagement in International Markets
type: journal_article
user_id: '4336'
volume: 31
year: '2022'
...