Tallinn University of Technology, School of Business and Governance, Department of Business Administration offers a 4-year PhD position in marketing.
Proposed doctoral thesis topic: Customer engagement in service/product innovation: the stakeholders’ interplay
Supervisors: Adjunct Professor Linda Desiree Hollebeek and Associate Professor Iivi Riivits-Arkonsuo
Completely transformed marketing environment has created the need for engagement marketing that drives and increases long-term customer engagement. The research on customer engagement is thriving in a brand community setting with other stakeholders in the broader network. Digital platforms enable to develop and enhance customers’ brand engagement (including experiential engagement that contributes to experience marketing) and value co-creation.
Furthermore, research on customer engagement in service/product innovation is integrative and growing area. The development of enhanced understanding in this field has a pivotal role in securing current and future service/product innovation progress.
The aim of the research project is to contribute to the existing body of marketing literature, both theoretical and practical terms by investigating product/service innovation’s role in driving customer engagement and value. Theoretical nature of these concepts renders a need for further empirical investigation.
Applications are invited from candidates with an interest in, but not limited to, consumer online (and offline) engagement, online (and offline) word-in-mouth, the forming of consumer experience, experiential and experience marketing, digital content marketing, product/service innovation.
The selected candidate is expected to conduct teaching related activities under supervision.
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