Creating brand engagement on digital, social and mobile media

Research output: Chapter in Book/Report/Conference proceedingChapter

9 Scopus citations

Abstract

As digital, social and mobile media platforms become more common, customer engagement is becoming increasingly important. Consumers are no longer limited to a passive role in their relationships with fi rms. They can easily create their own brand-relevant, user-generated content (UGC) and distribute it to large audiences. The possibility of this type of engagement is changing the way that fi rms interact with their customers (e.g. Malthouse et al., 2013). While most fi rms now react to UGC, especially when it is negative (e.g. Van Noort and Willemsen, 2012), companies increasingly have the opportunity to engage proactively with consumers.

Original languageEnglish (US)
Title of host publicationCustomer Engagement
Subtitle of host publicationContemporary issues and challenges
PublisherTaylor and Francis
Pages85-101
Number of pages17
ISBN (Electronic)9781317533160
ISBN (Print)9781138847385
DOIs
StatePublished - Dec 14 2015

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

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