149:
dialogue will redefine the role of the consumer as they no longer assume the end user role in the process. Instead of the traditional transaction and/or exchange, the concept becomes a process of partnership between organizations and consumers. Particularly since the internet has provided consumers with the accumulation of much diverse knowledge and understanding, consumers now have increasingly high expectations, developed stronger sensory perceptions, and hence have become more attracted to experiential values. Therefore, it would only be profitable for businesses to submit to the new criteria, to provide the opportunity for consumers to further immerse in the consumption experience. This experience will involve organizations and consumers sharing and exchanging information, which will generate increased awareness, interest, desire to purchase, retention, and loyalty among consumers, evolving an intimate relationship. Significantly, total openness and strengthening customer service is the selling point here for customers, to make them feel more involved rather than just a number. This will earn trust, engagement, and ultimately word of mouth through endless social circles. Essentially, it is a more dynamic and transparent concept of
83:(emotional) and activation (behavioral). It was also defined as "a psychological state that occurs by virtue of interactive, co-creative customer experiences with a particular agent/object (e.g. a brand)". Researchers have based their work on customer engagement as a multi-dimensional construct, while also identifying that it is context-dependent. Engagement gets manifested in the various interactions that customers undertake, which in turn get shaped up by individual cultures. The context is not limited to geographical context, but also includes the medium with which the user engages. Moreover, customer engagement is the emotional involvement and psychological process in which both new and existing consumers become loyal to specific types of services or products. The degree to which customers pay attention to companies or products, as well as their participation in operations, is referred to as customer engagement.
75:, Various definitions have translated different aspects of customer engagement. Forrester Consulting's research in 2008, has defined customer engagement as "creating deep connections with customers that drive purchase decisions, interaction, and participation, over time". Studies by the Economist Intelligence Unit result in defining customer engagement as, "an intimate long-term relationship with the customer". Both of these concepts prescribe that customer engagement is attributed to a rich association formed with customers. With aspects of relationship marketing and service-dominant perspectives, customer engagement can be loosely defined as "consumers' proactive contributions in co-creating their personalized experiences and perceived value with organizations through active, explicit, and ongoing dialogue and interactions". The book,
202:
compared to previous decades. As customer audiences have become smaller and more specialised, the fragmentation of media, audiences and the accompanying reduction of audience size have reduced the effectiveness of the traditional top-down, mass, 'interrupt and repeat' advertising model. A Forrester
Research's North American Consumer Technology Adoption Study found that people in the 18-26 age group spend more time online than watching TV. Furthermore, the Global Web Index reported that in 2021, YouTube beats any mainstream media platforms when it comes to monthly engagement. This is partly due to the fact that 51% of U.S. and U.K. consumers use YouTube for shopping and product research, a service that traditional media can't really provide.
42:, for example, are spaces where people can communicate and socialize in ways that cannot be replicated by any offline interactive medium. Online customer engagement is a social phenomenon that became mainstream with the wide adoption of the internet in the late 1990s, which has expanded the technical developments in broadband speed, connectivity and social media. These factors enable customers to regularly engage in online communities revolving, directly or indirectly, around product categories and other consumption topics. This process often leads to positive engagement with the company or offering, as well as the behaviors associated with different degrees of customer engagement.
145:
capturing the attention of and interacting with well-informed consumers in order to serve and satisfy them. Connecting with customers establishes exclusivity in their experience, which potentially will increase brand loyalty, and word of mouth, and provides businesses with valuable consumer analytics, insight, and retention. Customer engagement can come in the form of a view, an impression, a reach, a click, a comment, or a share, among many others. These are ways in which analytics and insights into customer engagement can now be measured on different levels, all of which are information that allows businesses to record and process results of customer engagement.
435:
they are willing to do so for free. And to the extent they cannot, they do it for them. If enough people like the band Groove Armada as well as the band The
Crystal Method, there may well be a stylistic connection between them, despite the fact that one's categorised as 'downtempo' and the other 'beats and breaks'. Such strong associations tell Yahoo! to put the two on the same playlist more often, and if the positive ratings continue to come in, that connection is reinforced. Amazon does the same with their ‘customers who bought this item also bought…’ recommendations.
625:: The relative weighting associated with each CE-component in an algorithm. For instance, is subscribing to RSS more important than contributing a comment? If yes how much more important exactly? Relative weighting links up with the issue of flexible vs. standardised metrics: Is the relative weighting going to be solid – as will be required if the CE-metric is to be standardised – or is it going to differ depending on the industry, organisation, business goals etc.?
87:
outcomes, businesses analyze customer interactions, identify areas for improvement, and iterate their strategies. The landscape of customer engagement is characterized by merging data-driven insights, innovative strategies, and a commitment to delivering outstanding customer experiences. By prioritizing customer engagement, businesses can cultivate long-lasting customer relationships, drive customer loyalty, and thrive in increasingly competitive markets.
79:, defines customer engagement as, "mutually beneficial relationships with a constantly growing community of online consumers". The various definitions of customer engagement are diversified by different perspectives and contexts of the engagement process. These are determined by the brand, product, or service, the audience profile, attitudes and behaviours, and messages and channels of communication that are used to interact with the customer.
448:) Consumers do not filter and rate companies and their offerings within company websites only. Being able, with little effort, cost or technical skills, to create their own online localities, a large percentage of the filtering and rating takes place in non-sponsored, online spaces. Organisations must go and meet their target customers at their favoured online hangouts to not only listen but also participate in the dialogue.
388:"CE is the best measure of current and future performance; an engaged relationship is probably the only guarantee for a return on your organization's or your clients' objectives." Simply attaining a high level of customer satisfaction does not seem to guarantee the customer's business. 60% to 80% of customers who defect to a competitor said they were satisfied or very satisfied on the survey just prior to their defection.
34:) through various online or offline channels. According to Hollebeek, Srivastava and Chen, customer engagement is "a customer’s motivationally driven, volitional investment of operant resources (including cognitive, emotional, behavioral, and social knowledge and skills), and operand resources (e.g., equipment) into brand interactions," which applies to online and offline engagement.
619:: According to some, CE "measurement has never been one size fits-all" but should vary according to industry, organisation, business goal etc. On the other hand, corporate clients and even agencies also desire some type of solid index. Internal metrics could, perhaps, be developed in addition to a comparative, industry-wide one.
206:
more on niche websites have a better chance of reaching their audiences. Customer audiences are also broadcasters with the power for circulation and permanence of CGM, businesses lose influence. Rather than trying to position a product using static messages, companies can become the subject of conversation amongst a
141:, the geographical widening of the market and the vast choice of content, services and products available online have weakened customer loyalty. Enhancing customers' firm- and market-related expertise has been shown to engage customers, strengthen their loyalty, and emotionally tie them more closely to a firm.
205:
In response to the fragmentation and increased amount of time spent online, marketers have also increased spending in online communication. ContextWeb analysts found marketers who promote on sites like
Facebook and New York Times are not as successful at reaching consumers while marketers who promote
193:
Customer engagement marketing is necessitated by a combination of social, technological and market developments. Companies attempt to create an engaging dialogue with target consumers and stimulate their engagement with the given brand. Although this must take place both on and off-line, the internet
144:
Since the world has reached a population of over 3 billion internet users, it is conclusive that society's interactive culture is significantly influenced by technology. Connectivity is bringing consumers and organizations together, which makes it critical for companies to take advantage and focus on
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ideally during peak and/or high trafficked allocations. However, the only conclusive results of campaigns were sales and/or return on investment figures. The widespread adoption of the internet during the late 1990s has enhanced the processes of customer engagement, in particular, the way in which it
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encourage their consumers to filter, categorise and rate; that is, to market their products. They realise consumers are not only much more adept at creating highly targeted taxonomies (folksonomies) given that they are more adept at delineating the segment they themselves constitute, but, also, that
161:
The utilization of social media platforms has emerged as a modern way of improving customer engagement strategies. By curating content that resonates with the interests of customers, businesses cultivate authentic connections and communities online. Platforms such as
Instagram and Twitter serve
132:
The concept and practice of online customer engagement enables organisations to respond to the fundamental changes in customer behaviour that the internet has brought about, as well as to the increasing ineffectiveness of the traditional 'interrupt and repeat', broadcast model of advertising. Due to
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where people engage online in communities that do not necessarily revolve around a particular product but serve as meeting or networking places. This online engagement has brought about both the empowerment of consumers and the opportunity for businesses to engage with their target customers online.
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The proliferation of media that provide consumers with more control over their advertising consumption (subscription-based digital radio and TV) and the simultaneous decrease of trust in advertising and increase of trust in peers point to the need for communications that the customer will desire to
201:
The effectiveness of the traditional 'interrupt and repeat' model of advertising is decreasing, which has caused businesses to lose control of communications agendas. In August 2006, McKinsey & Co published a report which indicated that traditional TV advertising would decrease in effectiveness
118:
Offline customer engagement predates online, but the latter is a qualitatively different social phenomenon, unlike any offline customer engagement that social theorists or marketers recognize. In the past, customer engagement has been generated irresolutely through television, radio, media, outdoor
95:
Efforts to boost user engagement at any expense can lead to social media addiction for both service providers and users. Facebook and several other social media platforms have faced criticism for manipulating user emotions to enhance engagement, even if it is knowingly false content. Professor Hany
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is hard to achieve. The increasing ineffectiveness of television advertising is due to the shift of consumer attention to the internet and new media, which controls advertising consumption and causes a decrease in audience size. A study conducted by
Salesforce shows an overwhelming 8% of customers
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Taking into consideration the widespread information and connections for consumers, the way to develop penetrable customer engagement is to proactively connect with customers by listening. Listening will empower the consumer, give them control, and endorse a customer-centric two-way dialogue. This
232:
CE behaviour became prominent with the advent of the social phenomenon of online CE. Creating and stimulating customer engagement behaviour has recently become an explicit aim of both profit and non-profit organisations in the belief that engaging target customers to a high degree is conducive to
214:
Research shows the importance of customer engagement in the modern market. The lowering of entry barriers, such as the need for a sales force, access to channels and physical assets, and the geographical widening of the market due to the internet have brought about increasing competition and a
534:
In order to be operational, CE-metrics must be combined with psychodemographics. It is not enough to know that a website has 500 highly engaged members, for instance; it is imperative to know what percentage are members of the company's target market. As a metric for effectiveness, Scott Karp
86:
To effectively navigate customer engagement, businesses establish objectives that align with their organizational goals. Whether the aim is to enhance customer loyalty, drive revenue growth, or deliver personalized experiences, having a plan serves impactful engagement initiative. To optimize
631:: Most of the components of a CE-metric face problems of measurement. Duration of visit for example suffers from (a) failing to capture the most engaged users who like to peruse RSS feeds; (b) inaccuracy arising from leaving a tab open during breaks, stopping to converse with co-workers, etc.
236:
Shevlin's definition of CE is well suited to understanding the process that leads to an engaged customer. In its adaptation by
Richard Sedley the key word is 'investment'. "Repeated interactions that strengthen the emotional, psychological or physical investment a customer has in a brand."
82:
Since 2009, a number of new definitions have been proposed in the literature. In 2011, the term was defined as "the level of a customer’s cognitive, emotional and behavioral investment in specific brand interactions," and identifies the three CE dimensions of immersion (cognitive), passion
57:
has directly influenced levels of advocacy. Customer engagement targets long-term interactions, encouraging customer loyalty and advocacy through word-of-mouth. Although customer engagement marketing is consistent both online and offline, the internet is the basis for marketing efforts.
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that has already discussed, positioned and rated the product. This also means that consumers can now choose not only when and how but, also, if they will engage with marketing communications. In addition, new media provides consumers with more control over advertising consumption.
52:
into a more strategic context and is premised on the understanding that a focus on maximising conversions can, in some circumstances, decrease the likelihood of repeat conversions. Although customer advocacy has always been a goal for marketers, the rise of online
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A 2011 market analysis revealed that 80% of online customers, after reading negative online reviews, report making alternate purchasing decisions, while 87% of consumers said a favorable review has confirmed their decision to go through with a purchase.
530:
ARF envisages CE exclusively as a metric of engagement with communication, but it is not necessary to distinguish between engaging with the communication and with the product since CE behaviour deals with, and is influenced by, involvement with both.
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Awareness – Effectiveness of communications: When customers are exposed to communication from a company that they are highly engaged with, they tend to actively elaborate on its central idea. This brings about high degrees of central processing and
240:
A customer's degree of engagement with a company lies in a continuum that represents the strength of his investment in that company. Positive experiences with the company strengthen that investment and move the customer down the line of engagement.
96:
Farid summarized
Facebook’s approach, stating, “When you’re in the business of maximizing engagement, you’re not interested in truth." Various other techniques used to increase engagement are also considered abusive. For example, FOMO (
367:
Word-of-mouth advertising – advocacy: Highly engaged customers are more likely to engage in free (for the company), credible (for their audience) word-of-mouth advertising. This can drive new customer acquisition and can have viral
538:
The CE-metric is synthetic and integrates a number of variables. The World
Federation of Advertisers calls it 'consumer-centric holistic measurement'. The following items have all been proposed as components of a CE-metric:
395:
From 'reach or awareness focused' marketing communications and their metrics (GRP or pageview) towards more targeted and customised interactions that prompt the consumer to engage with and act on the content from the
70:
announced the first definition of customer engagement as "turning on a prospect to a brand idea enhanced by the surrounding context." However, the ARF definition was criticized by some for being too broad. The ARF,
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From absolute distinctions and barriers between an organisation and its target customers towards the participation of consumers in product development, customer service and other aspects of the brand experience.
37:
Online customer engagement is qualitatively different from offline engagement as the nature of the customer's interactions with a brand, company and other customers differ on the internet. Discussion forums or
352:
Engagement is a holistic characterization of a consumer's behavior, encompassing a host of sub-aspects of behaviour such as loyalty, satisfaction, involvement, word-of-mouth advertising, complaining and more.
244:
What is important in measuring degrees of involvement is the ability of defining and quantifying the stages on the continuum. One popular suggestion is a four-level model adapted from
Kirkpatrick's Levels:
220:
acknowledge that their experience with the business is equivalent to the quality of its products or services. Therefore, it is important to prioritize customer engagement as a business strategy.
671:
Hollebeek, Linda D.; Srivastava, Rajendra K.; Chen, Tom (January 2019). "S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM".
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and is usually measured with likes, replies and retweets. A recent study shows that retweets are more likely to contain positive content and address larger audiences using the first-person
819:
Brodie, Roderick J.; Hollebeek, Linda D.; Jurić, Biljana; Ilić, Ana (August 2011). "Customer
Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research".
349:
The following consumer typology according to degree of engagement fits also into Ghuneim's continuum: creators (smallest group), critics, collectors, couch potatoes (largest group).
198:
plays a significant role in the understanding and modeling of engagement. The control Web 2.0 consumers have gained is quantified through 'old school' marketing performance metrics.
1296:
375:
Filtering: Consumers filter, categorize and rate the market from head to tail, creating multiple, overlapping folksonomies through tagging, reviewing, rating and recommending.
224:
engage with. Stimulating a consumer's engagement with a brand is the only way to increase brand loyalty and, therefore, "the best measure of current and future performance".
487:
Leading by teaching: Help customers in product selection by first teaching them practically, showing them a video about product use and then help them to select the product.
357:
Satisfaction: Satisfaction is simply the foundation, and the minimum requirement, for a continuing relationship with customers. Engagement extends beyond mere satisfaction.
185:
conversations to provoke customer engagement, influencers with many followers tend to post positive messages, often using the word "love" when addressing larger audiences.
194:
is considered the primary method. Marketing begins with understanding the internal dynamics of these developments and the behaviour and engagement of consumers online.
378:
Complaint-behaviour: Highly engaged customers are less likely to complain to other current or potential customers, but will address the company directly instead.
1017:
Eisingerich, Andreas B.; Bell, Simon J. (February 2008). "Perceived Service Quality and Customer Trust: Does Enhancing Customers' Service Knowledge Matter?".
500:, include measuring the effectiveness of various media along the customer engagement cycle, as consumers travel from awareness to purchase. Often the use of
1370:
527:"The industry is moving toward customer engagement with marketing communications as the 21st century metric of marketing efficiency and effectiveness."
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From one-way, top-down, formal B2C and B2E interaction to continuing, dialogic, decentralised and personalised communications initiated by either party.
215:
decrease in brand loyalty. In combination with lower switching costs, easier access to information about products and suppliers and increased choice,
587:
Viewing of high-value or medium-value content (as valued from the organisation's point-of-view). 'Depth' of visit can be combined with this variable.
1312:
514:
Identify where CE-marketing efforts should take place; which of the communities that the target customers participate in are the most engaging?
1594:
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Solicitation of user generated content: Engage them directly or indirectly with your product by giving them the means or incentive to create
1353:
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as useful tools for meaning dialog, enabling businesses to make lasting relationships with customers and amplify brand visibility online.
1328:
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Loyalty – Retention: Highly engaged consumers are more loyal. Increasing the engagement of target customers increases the rate of
637:: For how long must the various CE components be measured if CE is to reflect loyalty rather than short-term, faddish engagement?
150:
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suggests, CE is the solution to the same intractable problems that have long been a struggle for old media: how to prove value.
431:
72:
67:
995:
927:
173:"we". Replies, on the other hand, are more likely to contain negative content and address individuals using the second-person
1243:
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Marketing intelligence: Highly engaged customers can give valuable recommendations for improving the quality of the offering.
274:
Concerns have, however, been expressed as regards the measurability of stages three and four. Another popular suggestion is
1183:
734:
947:
751:
1131:
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182:
851:"A Conceptual Presentation of Customer Engagement in the Context of Social Media - An Emerging Market Perspective"
1556:
Trefler, A. (2014). Build for Change: Revolutionizing Customer Engagement through Continuous Digital Innovation.
881:
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b) Measuring Effectiveness: Measure how successful CE-marketing efforts have been at engaging target customers.
996:"Customer Education Increases Trust: Service Companies Shouldn't Worry About Teaching Their Customers Too Much"
195:
1465:"The Relations between Customer Engagement, Perceived Value and Satisfaction: The Case of Mobile Applications"
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306:
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the fragmentation and specialisation of media and audiences, as well as the proliferation of community- and
137:, businesses are increasingly losing the power to dictate the communications agenda. Simultaneously, lower
463:
134:
54:
49:
385:
The behavioural outcomes of an engaged consumer are what links CE to profits. From this point of view,
1054:"The Paradox of Customer Education: Customer Expertise and Loyalty in the Financial Services Industry"
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Product co-development: Create a blog where product developers and consumers can communicate directly.
391:
The main difference between traditional and customer engagement marketing is marked by these shifts:
45:
27:
97:
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Specify the way in which target customers engage, or want to engage, with the company or offering.
1530:
Sashi, C.M. (2 March 2012). "Customer engagement, buyer-seller relationships, and social media".
1034:
909:
563:
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Community development: Helping target customers develop their own communities or create new ones.
361:
138:
101:
23:
1490:
Hollebeek, Linda (December 2011). "Exploring customer brand engagement: definition and themes".
1357:
792:
Hollebeek, Linda (December 2011). "Exploring customer brand engagement: definition and themes".
551:
Frequency of visit (returning to the site directly – through a URL or bookmark – or indirectly).
1637:
1590:
1571:
1516:
1343:'Request for Proposals: Measurement of engagement in live brand experiences' - see ARF website
1163:
901:
866:
862:
712:
497:
125:
1324:
1273:
1627:
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Marketers find success on social through customer engagement. (2013, December 2). eMarketer.
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1200:
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311:
1513:
The Best Digital Marketing Campaigns in the World: Mastering The Art of Customer Engagement
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Request for Proposals: Measurement of engagement in live brand experiences. See ARF website
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format. Create a blog where technical support staff and customers can communicate directly.
1390:
1332:
1300:
1281:
1247:
1208:
1135:
780:
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972:
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can now be measured in different ways on different levels of engagement. It is a recent
1632:
1605:
1371:
New Media Frets Over ‘Engagement’ and Audience Measurement: Sounds A Lot Like Old Media
1442:
Dholakia, Nikhilesh; Fuat Fırat, A. (April 2006). "Global business beyond modernity".
1417:
Cheung, Christy M.K.; Shen, Xiao-Liang; Lee, Zach W.Y.; Chan, Tommy K.H. (July 2015).
1652:
1118:
Rob Passikoff, publisher:Max Kalehoff, consumerengagement.blogspot.com. November 2006
1038:
913:
216:
207:
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759:
647:
612:
In selecting the components of a CE-metric, the following issues must be resolved:
501:
456:
275:
108:
1313:
Webinar Notes: "Web 2.0 How to Measure Social Engagement: Blogs Podcasts and RIAs"
1240:
1224:"Traditional TV advertising is losing efficacy: McKinsey, wfanet.org, August 2006"
1503:
1481:
1464:
1434:
1187:
805:
731:
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practices aim to create, stimulate or influence customer behaviour, which places
882:"The impact of the quality of intelligent experience on smart retail engagement"
1622:
1543:
1455:
1315:
by Jeremiah Owyang January 19, 2007,web-strategist.com, blog, Web Strategy LLC
1127:
1101:
1084:
1069:
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Waiting for Your Cat to Bark?: Persuading Customers when They Ignore Marketing
684:
452:
423:
415:
334:
120:
1030:
928:"He got Facebook hooked on AI. Now he can't fix its misinformation addiction"
905:
897:
832:
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To create engaging content marketers need tech. (2015, June 30). eMarketers.
1085:"Sharing Feelings and User Engagement on Twitter: It's All About Me and You"
652:
524:
The importance of CE as a marketing metric is reflected in ARF's statement:
1641:
1463:
Dovaliene, Aiste; Masiulyte, Akvile; Piligrimiene, Zaneta (December 2015).
1559:
Trefler, A. (2014). Customer Engagement Today: A Revolutionary Approach .
605:
Comments: their quality is another indicator of the degree of engagement.
338:
330:
1562:
Why marketers haven't mastered multichannel. (2015, July 24). eMarketer.
504:
factors into strategy decisions, including budgets and media placement.
1401:
427:
178:
174:
170:
1402:
Like Nailing Down A Shadow: The Problem with Social Media Measurement
419:
411:
104:, and incentives for users who frequently engage with the service.
39:
31:
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The Long Tail: Why the Future of Business Is Selling Less of More
451:
Help consumers engage with one another: Give them content (viral
181:"he" or "she". While users with less followers tend to engage in
478:
474:
22:
is an interaction between an external consumer/customer (either
459:, games, v-cards etc.) they can use to engage with one another.
1419:"Promoting sales of online games through customer engagement"
1383:
See the 'Blueprint for Consumer-Centric Holistic Measurement'
707:
Eisenberg, Bryan; Eisenberg, Jeffrey; Davis, Lisa T. (2006).
971:
Eisingerich, Andreas B.; Kretschmer, Tobias (March 2008).
855:
International Journal in Management & Social Sciences
732:
Advertising Industry 'Turned On' by New Measurement Model
994:
Eisingerich, Andreas B.; Bell, Simon J. (October 2008).
343:
Addition of friends, networking, fan community creation
948:"Why Marketers Need to Pay Attention to Online Reviews"
880:
Fan, Xiaojun; Ning, Nanxi; Deng, Nianqi (2020-03-19).
326:
Rating, voting, commenting, endorsing, favouritising
1201:
Blueprint for Consumer-Centric Holistic Measurement
773:
Blueprint for Consumer-Centric Holistic Measurement
741:The Advertising Research Foundation. 21 March 2006
264:– A reader understood the content and remembers it
1294:Terms of Engagement Measuring the Active Consumer
752:"Marketers Mulling ARF's 'Engagement' Definition"
608:Ratio between posts and comments plus trackbacks.
333:, fan community participation, mash-up creation,
1052:Bell, Simon J.; Eisingerich, Andreas B. (2007).
1444:Critical Perspectives on International Business
1373:Scott Karp, publishing2.com, October 25th, 2006
270:– A reader applies the content in another venue
1606:"Consumer Brand Engagement Beyond the 'Likes'"
1116:Engagement & CGM Top 2007 Marketing Trends
1423:Electronic Commerce Research and Applications
1257:
1255:
1218:
1216:
77:Best Digital Marketing Campaigns In The World
8:
1385:wfanet.org World Federation of Advertisers
775:World Federation of Advertisers wfanet.org
165:Customer engagement on Twitter is a form of
1153:
1151:
1149:
1147:
1145:
1143:
673:Journal of the Academy of Marketing Science
1568:Submit Now: Designing Persuasive Web Sites
469:Customer self-service: Help them create a
323:Bookmarking, tagging, adding to the group
1631:
1621:
1480:
1469:Procedia - Social and Behavioral Sciences
1404:brianoberkirch.com. Blog January 19, 2007
1100:
1128:Can Web 2.0 user engagement be measured?
280:
849:Anupama, Vohra; Neha, Bhardwaj (2016).
702:
700:
698:
696:
694:
663:
406:Specific marketing practices involve:
151:customer relationship management (CRM)
1269:
1267:
886:Marketing Intelligence & Planning
617:Flexible metric vs. Industry standard
410:Encouraging collaborative filtering:
7:
1604:Razmus, Wiktor (23 September 2021).
1511:Ryan, Damian; Jones, Calvin (2011).
844:
842:
1303:, March 26, 2008, wiredset.com blog
496:All marketing practices, including
252:– A reader arrived (current metric)
157:Customer engagement on social media
560:Depth of visit (% of site visited)
30:) and an organization (company or
14:
1354:"Engagement, Conversion, Measure"
329:Upload (user-generated content),
1130:logs.zdnet.com CBS Interactive
233:furthering business objectives.
119:advertising, and various other
73:World Federation of Advertisers
68:Advertising Research Foundation
1492:Journal of Strategic Marketing
794:Journal of Strategic Marketing
593:Providing personal information
1:
1058:European Journal of Marketing
973:"In E-Commerce, More is More"
507:The CE metric is useful for:
1504:10.1080/0965254X.2011.599493
1482:10.1016/j.sbspro.2015.11.469
1435:10.1016/j.elerap.2015.03.001
1325:2006 Annual Online CE Survey
1274:2006 Annual Online CE Survey
806:10.1080/0965254x.2011.599493
758:. 2010-07-14. Archived from
1389:September 27, 2007, at the
1207:September 27, 2007, at the
1019:Journal of Service Research
1000:MIT Sloan Management Review
821:Journal of Service Research
779:September 27, 2007, at the
258:– A reader read the content
177:"you" and the third-person
1675:
1134:November 14, 2006, at the
1083:Segev, Elad (April 2023).
441:Community participation: (
114:Online customer engagement
106:
1623:10.3389/fpsyg.2021.692000
1544:10.1108/00251741211203551
1515:. Kogan Page Publishers.
1456:10.1108/17422040610661316
1102:10.1177/20563051231183430
1070:10.1108/03090560710737561
685:10.1007/s11747-016-0494-5
1158:Anderson, Chris (2006).
1031:10.1177/1094670507310769
898:10.1108/MIP-09-2019-0439
833:10.1177/1094670511411703
584:Bookmarks, tags, ratings
278:typology of engagement.
196:Consumer-generated media
1610:Frontiers in Psychology
1587:The Cluetrain Manifesto
1246:March 20, 2011, at the
977:Harvard Business Review
629:Component measurability
307:Collaborative filtering
1360:on September 29, 2007.
1331:March 2, 2007, at the
1299:April 5, 2010, at the
1280:March 2, 2007, at the
1230:on September 27, 2007.
1089:Social Media + Society
581:RSS feed subscriptions
464:user generated content
284:Degrees of engagement
135:user-generated content
55:user-generated content
1585:Levine, Rick (2001).
1566:Chak, Andrew (2003).
1241:marketingforecast.com
635:Length of measurement
599:Content resyndication
762:on October 13, 2007.
1659:Customer experience
1532:Management Decision
1184:"ARF on Engagement"
711:. Nelson Business.
98:Fear of Missing Out
66:In March 2006, the
20:Customer engagement
16:Type of interaction
1162:. Hachette Books.
952:Social Media Today
737:2007-04-01 at the
623:Relative weighting
564:Click-through rate
498:internet marketing
445:Communal marketing
362:customer retention
102:infinite scrolling
1596:978-0-7382-0431-4
1577:978-0-7357-1170-9
1522:978-0-7494-6063-1
1169:978-1-4013-8463-0
718:978-0-7852-1897-5
548:Duration of visit
347:
346:
228:Consumer behavior
126:social phenomenon
1666:
1645:
1635:
1625:
1600:
1581:
1547:
1526:
1507:
1486:
1484:
1459:
1438:
1405:
1399:
1393:
1380:
1374:
1368:
1362:
1361:
1356:. Archived from
1350:
1344:
1341:
1335:
1322:
1316:
1310:
1304:
1290:
1284:
1271:
1262:
1259:
1250:
1238:
1232:
1231:
1226:. Archived from
1220:
1211:
1198:
1192:
1191:
1190:on May 29, 2007.
1186:. Archived from
1180:
1174:
1173:
1155:
1138:
1125:
1119:
1113:
1107:
1106:
1104:
1080:
1074:
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991:
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846:
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789:
783:
770:
764:
763:
748:
742:
729:
723:
722:
704:
689:
688:
668:
602:Customer reviews
557:Recency of visit
471:customer service
312:Content creation
281:
1674:
1673:
1669:
1668:
1667:
1665:
1664:
1663:
1649:
1648:
1603:
1597:
1589:. Basic Books.
1584:
1578:
1565:
1529:
1523:
1510:
1489:
1462:
1441:
1416:
1413:
1411:Further reading
1408:
1400:
1396:
1391:Wayback Machine
1381:
1377:
1369:
1365:
1352:
1351:
1347:
1342:
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1333:Wayback Machine
1323:
1319:
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1301:Wayback Machine
1291:
1287:
1282:Wayback Machine
1272:
1265:
1260:
1253:
1248:Wayback Machine
1239:
1235:
1222:
1221:
1214:
1209:Wayback Machine
1199:
1195:
1182:
1181:
1177:
1170:
1157:
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1141:
1136:Wayback Machine
1126:
1122:
1114:
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1077:
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739:Wayback Machine
730:
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719:
706:
705:
692:
670:
669:
665:
661:
644:
554:% repeat visits
494:
230:
191:
189:Marketing value
159:
139:switching costs
116:
111:
93:
64:
17:
12:
11:
5:
1672:
1670:
1662:
1661:
1651:
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1647:
1646:
1601:
1595:
1582:
1576:
1570:. New Riders.
1563:
1560:
1557:
1554:
1551:
1548:
1538:(2): 253–272.
1527:
1521:
1508:
1498:(7): 555–573.
1487:
1460:
1450:(2): 147–162.
1439:
1429:(4): 241–250.
1412:
1409:
1407:
1406:
1394:
1375:
1363:
1345:
1336:
1317:
1305:
1292:Mark Ghuneim,
1285:
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1175:
1168:
1139:
1120:
1108:
1075:
1044:
1009:
986:
963:
939:
919:
892:(7): 877–891.
872:
861:(1): 351–366.
838:
827:(3): 252–271.
811:
800:(7): 555–573.
784:
765:
743:
724:
717:
690:
679:(1): 161–185.
662:
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576:Action metrics
573:
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571:Lifetime value
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107:Main article:
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510:a) Planning:
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217:brand loyalty
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183:interpersonal
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1397:
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1366:
1358:the original
1348:
1339:
1327:cscape.com
1320:
1308:
1288:
1276:Cscape.com
1236:
1228:the original
1196:
1188:the original
1178:
1159:
1123:
1111:
1092:
1088:
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1061:
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989:
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976:
966:
955:. Retrieved
951:
942:
931:. Retrieved
922:
889:
885:
875:
858:
854:
824:
820:
814:
797:
793:
787:
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760:the original
755:
746:
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708:
676:
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648:Active users
634:
628:
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575:
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543:Root metrics
542:
541:
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502:CVP Analysis
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167:social power
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109:Dark pattern
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19:
18:
1475:: 659–664.
1064:: 466–486.
1025:: 256–268.
121:touchpoints
50:conversions
957:2024-04-22
933:2021-03-16
756:ClickZ.com
659:References
453:podcasting
424:LAUNCHcast
335:podcasting
262:Understood
62:Definition
1039:167644770
914:216507124
906:0263-4503
653:Marketing
596:Downloads
590:Inquiries
303:Adoption
276:Ghuneim's
46:Marketing
1653:Category
1642:34630206
1387:Archived
1329:Archived
1297:Archived
1278:Archived
1244:Archived
1205:Archived
1132:Archived
1006:: 10–11.
983:: 20–21.
777:Archived
735:Archived
642:See also
432:Rhapsody
422:, Yahoo
368:effects.
339:vlogging
331:blogging
296:Highest
179:pronouns
1633:8495011
867:2758159
492:Metrics
473:FAQ in
428:Netflix
396:outset.
372:recall.
316:Social
290:Medium
268:Applied
256:Consume
175:pronoun
171:pronoun
1640:
1630:
1593:
1574:
1519:
1166:
1037:
912:
904:
865:
715:
430:, and
420:iTunes
416:Amazon
412:Google
91:Ethics
1095:(2).
1035:S2CID
910:S2CID
568:Sales
293:High
250:Click
40:blogs
32:brand
1638:PMID
1591:ISBN
1572:ISBN
1517:ISBN
1164:ISBN
902:ISSN
863:SSRN
713:ISBN
479:blog
475:wiki
443:See
287:Low
1628:PMC
1618:doi
1540:doi
1500:doi
1477:doi
1473:213
1452:doi
1431:doi
1097:doi
1066:doi
1027:doi
894:doi
829:doi
802:doi
681:doi
477:or
100:),
28:B2B
26:or
24:B2C
1655::
1636:.
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1614:12
1612:.
1608:.
1536:50
1534:.
1496:19
1494:.
1471:.
1467:.
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1427:14
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1142:^
1091:.
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831::
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466:.
364:.
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