About this item
How customers and consumer behavior has been changing due to technology and other forces is of prime interest. This book addresses the central questions regarding new emerging consumer behavior; how does social media affect this behavior; how and at what points do emotions affect consumer decisions; and what triggers this; is: How should engagement be conceptualized, defined and measured? How do social media and other marketing activities create engagement?
The book draws on the rich, extensive knowledge of the authors who are pioneers in the field. The editors of this book has identified the weakness in the current knowledge and aim to address this gap by touching on a number of significant conceptual and empirical contributions to this emerging literature stream, providing readers with a comprehensive contemporary perspective of customer engagement. The book also endeavors to develop a deeper narrative around the notion of social media and customer engagement as well as the non-monetary notion of social media within new media-based social networks.