A Consumer-based Taxonomy of Digital Customer Engagement Practices
Abstract
Consumers can engage with brands online in a variety of ways, ranging from playing a branded game to writing a review or viewing branded content. This work presents a consumer-based taxonomy of these digital engagement practices. By means of a literature review and expert surveys, we created an overview of the ways in which consumers digitally engage with brands across different media formats and platforms. A consumer sample then classified all...
Paper Details
Title
A Consumer-based Taxonomy of Digital Customer Engagement Practices
Published Date
Nov 1, 2018
Volume
44
Pages
102 - 121
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