Unpacking the dynamic nature of engagement: a conceptual model

Purpose The purpose of this study is to expand knowledge about the dynamic nature of the engagement concept. To this end, the paper proposes a conceptual model of engagement dynamics that offers a systematic and comprehensive understanding of how and why engagement evolves over time, illustrated through the context of climate action. Design/methodology/approach Based on the insights of a semi-systematic literature review and building upon the actor engagement concept, the authors adopted the conceptual paper type and used a propositional conceptual approach to develop the authors’ model. Findings The model, comprising a set of propositions, describes the dynamic elements of engagement as well as the internally and externally caused engagement dynamics and the different levels at which they occur. Originality/value The theoretical derivations of this paper advance the understanding of the engagement construct and its evolving nature, facilitate knowledge diffusion across engagement research fields and provide a theoretical basis for a dynamic approach to engagement in the service and marketing discipline, which becomes particularly relevant when addressing the complex societal and market transformations driven by climate change. In practice, the authors’ model can help foster intended and counteract unintended engagement dynamics across individual, collective and system levels, which is crucial in the context of climate change, where rapid societal and environmental transformations both drive and necessitate changes in actors’ engagement in climate action.