Creating brand engagement on digital, social and mobile media

Edward C. Malthouse; Bobby J. Calder; Mark Vandenbosch

doi:10.4324/9781315725185-14

Creating brand engagement on digital, social and mobile media

Edward C. Malthouse, Bobby J. Calder, Mark Vandenbosch

Research output: Chapter in Book/Report/Conference proceeding › Chapter

13 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 language	English (US)
Title of host publication	Customer Engagement
Subtitle of host publication	Contemporary issues and challenges
Publisher	Taylor and Francis
Pages	85-101
Number of pages	17
ISBN (Electronic)	9781317533160
ISBN (Print)	9781138847385
DOIs	https://doi.org/10.4324/9781315725185-14
State	Published - Dec 14 2015

ASJC Scopus subject areas

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

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title = "Creating brand engagement on digital, social and mobile media",

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.",

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Creating brand engagement on digital, social and mobile media

Abstract

ASJC Scopus subject areas

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