This paper helps in developing an operational definition of Online Consumer Engagement.
Authors
Tapan Kumar Panda, Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India.
Pranati Dash, Utkal University, Bhubaneswar, Odisha, India.
Bidhu Bhusan Mishra, Professor, Utkal University, Bhubaneswar, Odisha, India.
Summary
Consumer Decision making as a field of study is deeply impacted by the Internet revolution and digital marketing. The rationale process of consumer decision making which typically passes through problem recognition, information search, alternative evaluation and decision making is seriously impacted by the digital revolution in the form of increased interactivity of the consumer and democratization of online decision making.
Consumer Engagement is a relatively new phenomenon as it encompasses the ability of the consumer to remain engaged in meaningful conversation with peer consumers, company and public in general. Consumer Engagement in online world mediates the brand meaning due to increased interactivity and personalization in the digital world. This paper is an attempt to evaluate the consumer engagement construct by undertaking Meta-analysis from multiple sources of academic literature. This paper helps in developing an operational definition of Online Consumer Engagement.
Published in: Journal of Management Outlook
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