Consumer engagement in social media platforms

Hans Ruediger Kaufmann, Agapi Manarioti

    Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

    Abstract

    If 'to be social' is the sum of people's online interaction intentions, that can be monitored by marketers but not coerced, how can we make best use of these powerful new media? The answer lies in understanding the internal, psychological needs that are fulfilled by the social media and how they are demonstrated and testified by liking, sharing and engaging in general with specific pieces of content, while rejecting others. In this environment, marketers are called to develop a "brand as a person" strategy, in order for their brands to mingle and interact with consumers beyond the traditional marketing communication framework. In this chapter, we explore and discuss the strategic use of the social media as a concept that needs to be thoroughly understood but seemingly hasn't been yet by a large majority of marketers.

    Original languageEnglish
    Title of host publicationResearch Anthology on Strategies for Using Social Media as a Service and Tool in Business
    PublisherIGI Global
    Pages480-501
    Number of pages22
    ISBN (Electronic)9781799890218
    ISBN (Print)9781799890201
    DOIs
    Publication statusPublished - 28 May 2021

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