Blog, Digital Marketing, Social Media
Dr Rodrigo Perez-Vega (@rpvega) is a Lecturer in Digital Marketing at Henley Business School. His research focuses on how to make branded social media presence more engaging for customers. He has consulted companies on digital marketing and social media strategy in...
Blog, Digital Marketing, Social Media
The concept of consumer engagement is used in advertising and among marketing practitioners, ranking consumer engagement as one of the top priorities of online marketing activities (eMarketer, 2013; Calder, Malthouse, & Schaedel, 2009). More recently, consumer...
Blog, Digital Marketing, Social Media
A challenge associated with the use of fan pages by a brand is to elicit engagement behaviours towards it, by attracting people’s attention and enticing them to take that first step and interact by clicking on branded content. This latter behaviour of clicking...
