Цифровая экономика: цели и средства
- Егор Логинов
- ИТ и Автоматизация
- 987
ИТ и Автоматизация
Практика использования CRM
- Егор Логинов
- ИТ и Автоматизация
- 4 067
Можно ли малой кровью?
- LOYP
- ИТ и Автоматизация
- 3 705
Материалы
Ссылки на публикации, авторство которых не принадлежит LOYP®.
- Динамический ремаркетинг: Настройка разными способамиПонятная и полная инструкция по настройке динамического ремаркетинга в Google AdWords.
- Описание функций CRM-системыЛаконичная классификация программных продуктов класса CRM и выделение функций системы на примере vTigerCRM.
Интересные статьи
25 апреля 2019
-
A Consumer-based Taxonomy of Digital Customer Engagement Practices
Publication date: November 2018
Source: Journal of Interactive Marketing, Volume 44
Author(s): Anniek W. Eigenraam, Jiska Eelen, Arjen van Lin, Peeter W.J. Verlegh
Abstract
Consumers can engage with brands online in a variety of ways, ranging from playing a branded game to writing a review or viewing branded content. This work presents a consumer-based taxonomy of these digital engagement practices. By means of a literature review and expert surveys, we created an overview of the ways in which consumers digitally engage with brands across different media formats and platforms. A consumer sample then classified all practices into five distinct types of digital engagement practices (for fun practices, learning practices, customer feedback, work for a brand, talk about a brand). A subsequent survey on another consumer sample showed that the five types of practices are differently related to the three motivational states of customer brand engagement (cognitive, emotional and behavioral). The taxonomy of digital engagement practices integrates prior research. We provide implications for managing digital customer engagement.