Optimizing Millennial Consumer Engagement With Mood Analysis

Optimizing Millennial Consumer Engagement With Mood Analysis

Sabyasachi Dasgupta (O.P. Jindal Global University, India) and Priya Grover (Symbiosis International (Deemed University), India)
Release Date: July, 2018|Copyright: © 2019 |Pages: 351
ISBN13: 9781522556909|ISBN10: 1522556907|EISBN13: 9781522556916|DOI: 10.4018/978-1-5225-5690-9

Description

Consumer engagement is becoming crucial to the recall and survival of brands in intense competitive markets. Due to digital innovations, businesses have seen the emergence of the millennial population as a target audience, and many businesses are struggling with adopting methods to engage the generation to leverage an enriched brand experience.

Optimizing Millennial Consumer Engagement With Mood Analysis is a critical scholarly resource that explores how companies ensure brand sustainability through influencing the minds and moods of consumers to create an interactive customer experience. Featuring coverage on a broad range of topics such product presentation, brand fandom, social media, lifestyle products, and buying behavior, this book is geared towards marketers, business managers, business practitioners, international business strategists, academicians, consumer researchers, and upper-level graduate students attempting to understand consumer engagement through mood analysis.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Brand Quality
  • Branding
  • Buying Behavior
  • Consumer Behavior
  • Consumer Satisfaction
  • Lifestyle Branding
  • Millennial Marketing
  • Mood Analysis
  • Product Presentation
  • Purchase Intention
  • Social Media

Table of Contents and List of Contributors

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