Defining “engagement”

In this article, engagement is defined as “the degree of mental involvement with an experience”.

3 Engagement: definitions and anatomy / Plummer, J. / Advertising Research Foundation / March 2006 4 Beyond loyalty: meeting the challenge of customer engagement, part 1 / Economist Intelligence Unit (EIU) (2007a) / 2007
Chapter 3

There’s considerable confusion around what engagement means. The Advertising Research Foundation alone produced three white papers in 2006-07, the first of which ran to 7,000 words and covered 25 different definitions of engagement. 3 Depending on the...

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