Three types of engagement:

1 with brands 2 with media 3 with ads

5 Customer engagement, buyer-seller relationships, and social media / C.M. Sashi / Management Decision, Vol. 50 No. 2 / 2012 6 How Brands Grow / Byron Sharp / 2010. 7 emma (Enhanced Multimedia Metrics Australia) / 12 months to August 2014
Chapter 3

Many marketers are primarily interested in building engagement with brands; establish “an intimate long-term relationship with the customer” 4 which “turns customers into fans” and you have a loyal customer for life. 5 This sounds attractive but isn’t...

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