(searched for: doi:10.24052/jbrmr/v14is03/art-03)
Published: 1 January 2021
by IGI Global
Advances in Marketing, Customer Relationship Management, and E-Services pp 25-48; doi:10.4018/978-1-7998-3919-4.ch002
Customer engagement is more than a purchase between a customer and a business. Activities such as active participation of the customer in the business, loyalty to the brand, continuous exchange of information are a few of the customer engagement activities. Today, with the developing and changing internet technologies, the concept of customer engagement is also handled from a different angle. Because both businesses and customers have started to use internet technologies in all their activities. This situation led to the emergence of the concepts of online engagement and social media engagement. Thus, customers are now making all their interactions with the business online or through social media accounts. The aim of this chapter is to discuss the process from customer engagement to online and social media engagement and to present empirical studies on these topics.