ABSTRACT
Engagement theory is paradigmatic public relations theory that describes a relational process involving communication, interaction, and exchange, with outcomes that are valued and judged by their consequence or significance. As a concept, engagement is multidimensional and founded in cognitive, affective, and behavioral dimensions. Digital environments offer a dynamic communication context for engagement with opportunities for meaningful interaction and outcomes that contribute to building social and relational capital. This chapter conceptualizes digital engagement as a four-dimensional process that considers platform and system features, user attributes, engagement processes, and outcomes that can be measured through value cocreation. This chapter examines the central theoretically derived assumptions of digital engagement to guide measurement of outcomes and future research.
