Analyzing Consumer Engagement Programs from the Perspective of a Qualitative Research of Marketing Executives

AbstractConsumer engagement is a multidimensional concept comprising cognitive, emotional, and/or behavioral dimensions, and plays a central role in the process of developing long lasting relationships with mutual benefits for companies and their customers. In the Internet-context, consumers can co-create experiences and personal value through engagement in activities that involve interactivity and networking with companies in the online environment. In this technology-driven framework, consumer engagement programs can offer a valuable opportunities for companies that are active in an online setting. The present research implies a qualitative study conducted using interviews with marketing executives with experience in the online environment and will focus on consumer engagement programs and initiatives that are employed by companies that operate in the online environment. Thus, this study provides substantial insights in terms of online marketing tactics for consumer engagement