Brand Engagement A Focus On Brand Communities - 1336 Words

BRAND ENGAGEMENT (WITH A FOCUS ON BRAND COMMUNITIES) Engagement is a term that has been explored in a wide range of academic disciplines, such as organisational behaviour, sociology, political science and psychology. In the context of marketing and business, engagement is represented through â€Å"an individual-spesific, motivational, and context-dependent variable emerging from two-way interactions between relevant engagement subject(s) and object(s)† (Hollebeek 2011). Resnick (2001), claimed that engagement is thought to reveal a development in which the intensity of the engagement may mature over time. Hollebeek (2011) characterised consumer brand engagement as â€Å"the level of an individual consumer’s motivational, brand-related and context-dependent state of mind characterised by specific levels of cognitive, emotional and behavioural activity in direct brand interactions† Further, Anderson (2008) highlighted the importance of consumer engagement in Web 2.0. Again, we are able to draw some ties all the way back to value and co-creation. The increasing bond between brand and consumers are enabled by communication and results in continued brand engagement, especially though social media sites. Engaged consumers exhibit enhanced consumer loyalty, satisfaction, empowerment, connection, emotional bonding, trust and commitment. The paper concludes with a discussion of implications for practice and further research. (Brodie et al 2010) Social media One of the key features ofShow MoreRelatedSocial Media Networks Essay599 Words   |  3 Pagesindividuals simultaneously when compared to the traditional personal communication, thus, sharing information becomes easier and faster. Furthermore, Social media allows individual to demonstrate their main interests by engaging with brands and lifestyle communities, as well as sharing information and communicating with people with similar interests. 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