Inauthentic engagement : the role of self-presentation in consumer engagement behaviour

The role of consumers has evolved over time, with consumers becoming more active contributors to the activities of firms (Kozinets et al., 2010). This blurring of boundaries has resulted in an evolution of firms’ marketing strategies, in which many firms now desire deeper engagement from customers (Harmeling et al., 2017). Engagement is broadly understood as a genuine disposition of a customer towards a brand, associated with the voluntary...