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The Concept of Engagement: A Systematic Analysis of the Ongoing Marketing Debate

The Concept of Engagement: A Systematic Analysis of the Ongoing Marketing Debate The concept of engagement: a systematic analysis of the ongoing marketing debate Rossella C. Gambetti and Guendalina Graffigna Source: Int. Journal of Market Research, Vol. 52, No. 6, 2010 Consumer engagement is emerging as a central concern in brand management strategies. Nonetheless, the concept is new in market research and has been dealt with so far in widely differing and sometimes contradictory ways in both the academic and professional literature, so understanding the true nature of engagement is now both timely and necessary. The basic aim of this study is to outline and explore the different perspectives in the current debate on engagement by conducting an exploratory and systematic content analysis (using purpose-designed T-lab software) of the concept of engagement in the marketing and communication literature, both academic and professional. The results of the analysis raise urgent managerial and methodological issues relating to the concept and practice of engagement, and point to future research directions aimed at a broader and deeper understanding of the concept. Rossella C. Gambetti and Guendalina Graffigna Università Cattolica del Sacro Cuore Background As both product value enhancers and key intangible assets in achieving differential competitive edge (Keller et al. 2005; Fiocca et al. 2007), http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Market Research SAGE

The Concept of Engagement: A Systematic Analysis of the Ongoing Marketing Debate

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References (62)

Publisher
SAGE
Copyright
© 2010 Market Research Society
ISSN
1470-7853
eISSN
2515-2173
DOI
10.2501/S147078531020166
Publisher site
See Article on Publisher Site

Abstract

The concept of engagement: a systematic analysis of the ongoing marketing debate Rossella C. Gambetti and Guendalina Graffigna Source: Int. Journal of Market Research, Vol. 52, No. 6, 2010 Consumer engagement is emerging as a central concern in brand management strategies. Nonetheless, the concept is new in market research and has been dealt with so far in widely differing and sometimes contradictory ways in both the academic and professional literature, so understanding the true nature of engagement is now both timely and necessary. The basic aim of this study is to outline and explore the different perspectives in the current debate on engagement by conducting an exploratory and systematic content analysis (using purpose-designed T-lab software) of the concept of engagement in the marketing and communication literature, both academic and professional. The results of the analysis raise urgent managerial and methodological issues relating to the concept and practice of engagement, and point to future research directions aimed at a broader and deeper understanding of the concept. Rossella C. Gambetti and Guendalina Graffigna Università Cattolica del Sacro Cuore Background As both product value enhancers and key intangible assets in achieving differential competitive edge (Keller et al. 2005; Fiocca et al. 2007),

Journal

International Journal of Market Research – SAGE

Published: Nov 1, 2010

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