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What is Consumer Engagement

Chapter 13
Cases on Developing Effective Research Plans for Communications and Information Science
Outputs of consumer behavior that emerge as liking, commenting, or sharing of a post in social networking sites.
Published in Chapter:
More Than a Thousand Words!: Emoji Engagement on Turkish Airline Instagram Pages
Bahri Baran Koçak (Dicle University, Turkey)
Copyright: © 2022 |Pages: 17
DOI: 10.4018/978-1-6684-4523-5.ch013
Abstract
Consumer engagement (CE) has become one of the marketing problems that many airlines strive to solve. In this sense, emojis implemented to increase CE on social media have gained a stronger popularity as a form of communication among brands. This chapter will provide readers with a deeper understanding of how emoji usage and emoji types affect CE using the highly standardized Unicode classification based on emoji semiotics. Therefore, the author concludes with a case study that investigates the relationship between emoji usage and CE in the official Instagram pages of Turkish airline companies. Also, the author discusses the state of the art in semiotics and concludes by suggesting that the use of emojis by brands may change activism on social media through consumer behavior.
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Chapter 9
User-Generated Content and Consumer Brand Engagement
Consumer engagement is an action-oriented relationship and commitment that extends beyond purchasing.
Published in Chapter: User-Generated Content and Consumer Brand Engagement; From: Leveraging Computer-Mediated Marketing Environments
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Chapter 11
Sophisticated Segments of the Market: Changes in Consumer Dynamics and Behaviors
The level of emotional commitment, attraction and/or captivation of a consumer with a product/brand which results in attitudes and behaviors towards the product/brand.
Published in Chapter: Sophisticated Segments of the Market: Changes in Consumer Dynamics and Behaviors; From: Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior
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Chapter 12
Library Consumer Engagement Practices
The intensity of an individual's participation in and connection with an organisation's offerings and/or organisational activities, which either the customer or the organisation initiate.
Published in Chapter: Library Consumer Engagement Practices; From: Technological Advancements in Library Service Innovation
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Chapter 5
How Does Firm- and User-Generated Content Benefit Firms and Affect Consumers?: A Literature Review
Connection between consumers and firms through various communication channels.
Published in Chapter: How Does Firm- and User-Generated Content Benefit Firms and Affect Consumers?: A Literature Review; From: Managing Social Media Practices in the Digital Economy
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Chapter 1
The Dynamics of Social Media Marketing Content and Customer Retention
A communication connection between an organisation and consumers through different channels of communication. This can be linked to the customers experience in communicating with organizations regarding its products and services and how effective it is in retaining customer satisfaction.
Published in Chapter: The Dynamics of Social Media Marketing Content and Customer Retention; From: Leveraging Computer-Mediated Marketing Environments
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Chapter 12
Mixed Reality in Confronting Consumer Security and Privacy Issues in Digital Marketing: Integrating the Best of Both Worlds for Better Interaction With Users
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Chapter 12
The Rise of Virtual Influencers in the Metaverse: A New Era of Customer Engagement
This can be defined as status, process, and behavior and involves key elements such as subject (who: consumer, customer, consumer or etc.), object (with whom: company, brand, influencer, fan page, advertising, etc.) and dimensions of engagement (cognitive, emotional and behavioral). There are several consumer engagement perspectives such as multidimensional perspective, psychological perspective, social perspective, experiential perspective, and behavioral perspective.
Published in Chapter: The Rise of Virtual Influencers in the Metaverse: A New Era of Customer Engagement; From: Connecting With Consumers Through Effective Personalization and Programmatic Advertising
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Chapter 19
Transmedia Storytelling as a Branding Strategy Through Neuromarketing
The intensity of interactive consumer experiences generated through the participation in the brand related activities in the form of shares, likes, opens, or direct comments.
Published in Chapter: Transmedia Storytelling as a Branding Strategy Through Neuromarketing; From: Handbook of Research on Transmedia Storytelling and Narrative Strategies
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Chapter 156
When Do Working Consumers Become Prosumers?: Exploring Prosumer Characteristics for Organizational Value Creation Strategies
The participation and psychological involvement of the consumer in the creation of products, experiences, or services with an organization.
Published in Chapter: When Do Working Consumers Become Prosumers?: Exploring Prosumer Characteristics for Organizational Value Creation Strategies; From: Encyclopedia of Organizational Knowledge, Administration, and Technology
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