Engagement as a marketing concept is riddled with complexities and ambiguities. Real engagement is about feelings and emotion, not just the capturing of attention. It emerges from positive experiences that have depth and substance. The rise of digita
Summarises the insights from a series of key papers on engagement – broadly speaking, eliciting feelings and emotion from consumers – although it is difficult to define precisely due to the ever-changing social and technological context in which marketers are trying to achieve and measure it.