Customer Engagement and Digital Business (eBook, ePUB)

Redaktion: Ul Islam, Jamid

• Format: ePub

Produktbeschreibung

In an age where digital disruptions rewrite the rules of commerce, Customer Engagement and Digital Business presents a timely and cutting-edge examination of how businesses must rethink engagement to thrive. This edited volume brings together a diverse group of international scholars who explore the evolving dynamics of customer engagement across a variety of technological, social, and ethical landscapes.

Spanning conceptual frameworks, empirical studies, and emerging paradigms, the chapters address both the bright and dark sides of engagement in the digital age. From the emotional resonance of AI-powered brand interactions to the immersive experiences enabled by VR and Metaverse, this book probes the ways in which businesses are redefining the customer journey. Topics include actor engagement beyond the brand-consumer dyad, the strategic use of AI in product development, the impact of marketer-generated content on consumer behavior, and the ethical imperatives of service ecosystems. Equally attentive to technological advances and human values, this collection examines how gamification, AR, and generative technologies are reshaping expectations, and why meaningful engagement must be ethical, inclusive, and human-centric.

Each chapter offers actionable insights for academics, practitioners, and students exploring the new frontiers of customer engagement. This book equips scholars, strategists, and digital innovators with conceptual clarity and practical foresight needed to engage meaningfully with today's empowered, tech-savvy consumers.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 282
• Erscheinungstermin: 26. August 2025
• Englisch
• ISBN-13: 9781040438312
• Artikelnr.: 74923731

Autorenporträt

Jamid Ul Islam is Assistant Professor at Canadian University Dubai, United Arab Emirates.

Inhaltsangabe

Part I: Foundations and Evolution of Customer Engagement in the Digital Era
Introduction to Customer Engagement and Digital Business 1. The Rise of
Customer Engagement in the Digital Business Age 2. From Consumer Engagement
to Actor Engagement: A Multifaceted Concept 3. Exploring Negative Customer
Engagement: A Systematic Review and Research Agenda 4. Service Ethics for
Humanity: Wiser Engagement for a Collaborative Future Part II:
Technology-Driven Engagement Paradigms 5. Customer and Employee Engagement
in the Era of Artificial Intelligence Adoption 6. Customer Engagement: How
AI can turn up the Volume on the Voice of the Consumer in New Product
Development 7. Reimagining Customer Engagement and Digital Business in the
Age of Generative AI and the Metaverse 8. Consumer Engagement with
Marketer-Generated Food Content on Instagram: A Comparative Study Between
Healthy and Unhealthy Brands Part III: Gamified and Immersive Engagement in
the Digital Age 9. Unlocking the VR Potential in Retail: From 3D Showcases
to Fully Immersive Shopping Experience 10. The Role of Virtual Reality in
Customer Engagement: A Gaming Gateway 11. Customer Engagement and Virtual
Reality: A Review and Future Research Agenda 12. Driving Customer
Engagement Through Gamification: Proposing a Gamified Customer Engagement
Framework 13. The Power of Gamified AR Mobile Apps to Drive Online Customer
Engagement