Article2016

Brand marketing, big data and social innovation as future research directions for engagement

Bobby J. Calder · Edward Carl Malthouse · Ewa Masłowska

129 citations0/0 files storedJournal of Marketing Management

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Digital Marketing and Social Media Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

The articles by Leckie, Nyadzayo, and Johnson (2016), Marbach (2016) and Dessart, Veloutsou, and Morgan-Thomas (2016) presented in this issue provide a suitable reflection of the current state of e...

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References

2011Customer Engagement 2014Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation 2003To Do or to Have? That Is the Question.2009An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness 2016Capturing consumer engagement: duality, dimensionality and measurement 2009Engaging the consumer: The science and art of the value creation process 2015On Integrating the Components of Self-Control 2016Antecedents of consumer brand engagement and brand loyalty

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2020The Moderating Effect of Brand Trust on The Relationship Between Customer Brand Engagement and Brand Loyalty: A Conceptual Review 2025Consumer climate change engagement in fostering well-being and mitigation behaviors

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