Tag: engagement
The rules of engagement: how to motivate consumers to engage with branded mobile apps
Stocchi discusses her research with Michaelidou, Pourazad & Micevski, revealing some important steps that marketers can follow to make the most of the engagement opportunities through branded mobile apps.
Read moreEssentials of social media engagement
Laurence Dessart summarises her research into the characteristics of social media engagement with an infographic covering the essential points every manager should keep in mind.
Read moreCapturing consumer engagement
Laurence Dessart discusses her research with Cleopatra Veloutsou & Anna Morgan-Thomas, which developed a 22-question scale to measure the ABC of real online consumer engagement.
Read moreThe Customer Engagement Ecosystem
Ewa Maslowska, Edward C. Malthouse & Tom Collinger propose a new customer engagement model — the customer engagement ecosystem.
Read moreEngage Me: Segmentation Driven Consumer Engagement on Social Media
Monica Hodis, Rajendran Sriramachandramurthy and Hemant Sashittal discuss their simple yet powerful four segment marketing strategy framework that enables brands to effectively engage the Facebook community.
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