Customer Engagement Marketing (CEM) framework: a strategic perspective

Esraa Karam, Matthew Alexander, V. Kumar

Research output: Contribution to conferenceUnpublished paperpeer-review


Many leading firms consider customer engagement one of their top priorities where success is identified as encouraging customers to be the firm’s Pseudo-marketers where they contribute to the marketing functions of the organisations (Pansari and Kumar, 2018). In that sense, a novel topic has been introduced to the marketing literature namely ‘customer engagement marketing’. According to Harmeling et al. (2017, p.367), Customer Engagement Marketing (CEM) is conceptualized as a “firm’s deliberate effort to motivate, empower and measure customer contributions to marketing functions”. CEM is a strategic aspect of the engagement process focussing on the planning phase of customer engagement from a firm perspective. Consequently, CEM is a fruitful research that implies a number of academic and practical implications on the best approaches and tools used to stimulate customer engagement behaviours.
Original languageEnglish
Number of pages2
Publication statusPublished - 13 Jun 2019
Event16th International Research Symposium on Advancing Service Research and Practice (2019) - Karlstad, Sweden, Karlstad, Sweden
Duration: 10 Jun 201913 Jun 2019


Conference16th International Research Symposium on Advancing Service Research and Practice (2019)
Internet address


  • customer engagement
  • engagement marketing
  • experimental research


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