ABSTRACT
This chapter examines consumer engagement's (CE's) contribution to return on social media investment. It highlights the importance of developing sound managerial accountability for firms' brand-related social media investments. The chapter advocates that to make accurate assessments in this area, firms need to consider consumers' cognitive, emotional and behavioural investments made into social-media-based brand interactions, thus reflecting a shift away from the traditional view of managerial control over brand-based communications and performance. It also advocates the incorporation of easy-to-use, easily accessible 'buy' buttons. The chapter invites managers to carefully consider consumers' perceived 'ideal' layout, look and feel of specific social media and social commerce platforms. It investigates key drivers of return on social media engagement (ROSME) effectiveness and recognizes that the majority of promotional and marketing communication campaigns occur by adopting some combination of traditional and new media.
