Consumer Engagement

Wilson Ozuem () and Michelle Willis ()
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Wilson Ozuem: University for the Creative Arts
Michelle Willis: London Metropolitan University

Chapter 5 in Digital Marketing Strategies for Value Co-Creation 2e, 2025, pp 89-109 from Springer

Abstract: Abstract The previous chapter sought to examine different layers of loyalty intentions in online brand communities (OBCs). This chapter looks more in depth at what is meant by consumer engagement and how it contributes to a broad range of OBC debates.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-84613-7_5

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DOI: 10.1007/978-3-031-84613-7_5

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