Depending on the context of study, it refers to the object or objects that consumers get engaged with such as a brand, a product, a service, an organization, an idea, an experience, an individual and/or a group of consumers.
Published in Chapter:
Online Political Party Engagement: The Case of Generation Y Consumers in Istanbul
Şahver Omeraki Çekirdekci (Haliç University, Turkey) and Aytaç Tereci (Doğuş University, Turkey)
Copyright: © 2020
|Pages: 18
DOI: 10.4018/978-1-7998-1734-5.ch007
Abstract
Consumer brand engagement enhances consumer loyalty and consumer satisfaction, empowerment, connection and emotional bonds, trust, and commitment. Given the consequences of consumer brand engagement, this chapter explores consumers' online engagement with a political party, its online content creators, and other community members. The findings reveal that the developed strategies engage consumers differently with regard to the affective, cognitive, and behavioral dimensions of consumer brand engagement, creating different forms of consumer communities.