How did we do? An experimental study on the role of feedback provision and framing strategy in perceived fairness and customer engagement
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2025-07-07
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en
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The purpose of this research is to examine the influence of feedback provision on participants’ engagement with an organisation after being rejected in an ideation contest. Moreover, the current study investigates the moderating role of framing strategy and the mediating role of fairness perceptions in this relationship. An experimental study with a 2 (feedback provision: present vs. absent) x 2 (framing strategy: community vs. competitive) factorial design was conducted by dividing respondents into four different manipulation conditions. The results showed that the presence of feedback provision significantly increased participants’ post-contest engagement compared to the absence of feedback provision. Additionally, participants’ fairness perception fully mediated this relationship, suggesting that fair treatment during the ideation contest can foster future engagement. While framing strategy did not significantly moderate the relationship between feedback provision and customer engagement, the results showed a significant direct effect of framing strategy, with community framing leading to a higher engagement compared to competitive framing. The current study extends the existing body of literature by highlighting the importance of providing feedback to rejected participants to increase their perceived fairness of the organization, which consequently enhances their post-ideation engagement.
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Faculteit der Managementwetenschappen