ABSTRACT

How customers and consumer behavior have been changing due to technology and other forces is of prime interest. This book addresses the central questions regarding new emerging consumer behavior; how does social media affect this behavior; how and at what points do emotions affect consumer decisions; and what triggers this is: How should engagement be conceptualized, defined and measured? How do social media and other marketing activities create engagement?

The book draws on the rich, extensive knowledge of the authors who are pioneers in the field. The book's editors have identified the weakness in the current knowledge and aim to address this gap by touching on significant conceptual and empirical contributions to this emerging literature stream, providing readers with a comprehensive contemporary perspective of customer engagement. The book also endeavors to develop a richer narrative around the notion of social media and customer engagement, and the non-monetary notion of social media within new media-based social networks.

part |82 pages

Engagement conceptualisations

chapter |32 pages

Economic outcomes of customer engagement

Emerging findings, contemporary theoretical perspectives, and future challenges

chapter |14 pages

Partner engagement

A perspective on B2B engagement

chapter |16 pages

Exploring customer engagement

A multi-stakeholder perspective

part |86 pages

Engagement, interactivity, social media and technology

part |85 pages

Managerial applications of engagement

part |40 pages

Emerging customer engagement contexts