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Full Description
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.
Contents
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
