Social Brand Engagement: A New Idea

Social Brand Engagement: A New Idea

If “consumer brand engagement” is what happens in isolation, in a consumer’s own individual mind and thoughts, then “social brand engagement” is the diametrical opposite of this. Social brand engagement is a social act full of culture, meaning, language, and values. With social brand engagement, rel...

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Bibliographic Details
Main Author: Kozinets Robert V.
Format: Article
Language:English
Published: Sciendo 2014-11-01
Series:GfK Marketing Intelligence Review
Subjects:
Social Media
Branding
Consumer Engagement
Social Brand Engagement
Consumer Participation
Online Access:http://www.degruyter.com/view/j/gfkmir.2014.6.issue-2/gfkmir-2014-0091/gfkmir-2014-0091.xml?format=INT

Internet

http://www.degruyter.com/view/j/gfkmir.2014.6.issue-2/gfkmir-2014-0091/gfkmir-2014-0091.xml?format=INT

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