In an age where digital disruptions rewrite the rules of commerce, Customer Engagement and Digital Business presents a timely and cutting-edge examination of how businesses must rethink engagement to thrive. This edited volume brings together a diverse group of international scholars who explore the evolving dynamics of customer engagement across a variety of technological, social, and ethical landscapes.
Spanning conceptual frameworks, empirical studies, and emerging paradigms, the chapters address both the bright and dark sides of engagement in the digital age. From the emotional resonance of AI-powered brand interactions to the immersive experiences enabled by VR and Metaverse, this book probes the ways in which businesses are redefining the customer journey. Topics include actor engagement beyond the brand-consumer dyad, the strategic use of AI in product development, the impact of marketer-generated content on consumer behavior, and the ethical imperatives of service ecosystems. Equally attentive to technological advances and human values, this collection examines how gamification, AR, and generative technologies are reshaping expectations, and why meaningful engagement must be ethical, inclusive, and human-centric.
Each chapter offers actionable insights for academics, practitioners, and students exploring the new frontiers of customer engagement. This book equips scholars, strategists, and digital innovators with conceptual clarity and practical foresight needed to engage meaningfully with today's empowered, tech-savvy consumers.
Rezensionen / Stimmen
This book offers an exceptional blend of conceptual clarity and practical insight into the evolving nature of customer engagement in digital settings. With contributions from a diverse group of international scholars, the volume addresses not only foundational perspectives but also the latest innovations in AI, immersive technologies, and gamification. A must-read for marketing scholars and practitioners alike.
Professor Regina Connolly, Dublin City University, Ireland
This edited book is a welcome addition to the customer engagement literature, bridging traditional marketing thought with modern digital disruptions. Covering topics from AI and metaverse-driven engagement to ethical frameworks and immersive experiences, it provides a comprehensive overview of where the field is headed. A valuable resource for researchers, students, and marketing strategists.
Professor Zillur Rahman, Indian Institute of Technology Roorkee (IITR), India
The volume reflects an interdisciplinary treatment of customer engagement. It brings focus to under-explored issues such as negative engagement and technostress while also spotlighting innovative tools such as AR, VR, and gamified ecosystems. This title offers academically interesting and managerially actionable insights.
Linda D. Hollebeek, Ph.D., Teng Yew Huat Endowed Chair of Marketing, Sunway University, Malaysia; Professor of Marketing, Vilnius University, Lithuania and Tallinn University of Technology, Estonia; Guest Professor, Umea University, Sweden, and Distinguished Visiting Professor, University of Johannesburg, South Africa
Customer Engagement and Digital Business is a timely and well-curated volume that explores the profound shifts occurring in how customers and firms interact in the digital age. The editor has brought together thought-provoking chapters that span theory, practice, and future-oriented innovations. Highly recommended for academics and industry professionals seeking to deepen their understanding of digital customer dynamics.
Professor Brian Harney, Founder of the award-winning B.Sc. in Digital Business and Innovation, Dublin City University, Ireland
Customer engagement is rapidly evolving, and this book offers a timely and comprehensive exploration of the topic within today's digital landscape. By weaving together empirical evidence, cutting-edge conceptual frameworks, and compelling practical insights, the editor has crafted a work that will serve as a definitive reference for years to come.
Professor Wafa Hammedi, University of Namur, Belgium
Reihe
Sprache
Verlagsort
Verlagsgruppe
Zielgruppe
Für höhere Schule und Studium
Postgraduate
Illustrationen
16 s/w Abbildungen, 1 s/w Photographie bzw. Rasterbild, 15 s/w Zeichnungen, 19 s/w Tabellen
19 Tables, black and white; 15 Line drawings, black and white; 1 Halftones, black and white; 16 Illustrations, black and white
Maße
Höhe: 240 mm
Breite: 161 mm
Dicke: 20 mm
Gewicht
ISBN-13
978-1-032-83162-6 (9781032831626)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Jamid Ul Islam is Assistant Professor at Canadian University Dubai, United Arab Emirates.
Part I: Foundations and Evolution of Customer Engagement in the Digital Era Introduction to Customer Engagement and Digital Business 1. The Rise of Customer Engagement in the Digital Business Age 2. From Consumer Engagement to Actor Engagement: A Multifaceted Concept 3. Exploring Negative Customer Engagement: A Systematic Review and Research Agenda 4. Service Ethics for Humanity: Wiser Engagement for a Collaborative Future Part II: Technology-Driven Engagement Paradigms 5. Customer and Employee Engagement in the Era of Artificial Intelligence Adoption 6. Customer Engagement: How AI can turn up the Volume on the Voice of the Consumer in New Product Development 7. Reimagining Customer Engagement and Digital Business in the Age of Generative AI and the Metaverse 8. Consumer Engagement with Marketer-Generated Food Content on Instagram: A Comparative Study Between Healthy and Unhealthy Brands Part III: Gamified and Immersive Engagement in the Digital Age 9. Unlocking the VR Potential in Retail: From 3D Showcases to Fully Immersive Shopping Experience 10. The Role of Virtual Reality in Customer Engagement: A Gaming Gateway 11. Customer Engagement and Virtual Reality: A Review and Future Research Agenda 12. Driving Customer Engagement Through Gamification: Proposing a Gamified Customer Engagement Framework 13. The Power of Gamified AR Mobile Apps to Drive Online Customer Engagement
