Customer Engagement and Digital Business (1) (Routledge Studies in Marketing)

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Synopsis
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.
Copyright:
2026

Book Details

Book Quality:
Publisher Quality
Book Size:
282 Pages
ISBN-13:
9781040438312
Related ISBNs:
9781003508083, 9781032831626, 9781040438299
Publisher:
Taylor & Francis
Date of Addition:
Copyrighted By:
selection and editorial matter, Jamid Ul Islam
Adult content:
No
Language:
English
Has Image Descriptions:
No
Categories:
Nonfiction, Computers and Internet, Business and Finance, Sociology
Submitted By:
Bookshare Staff
Usage Restrictions:
This is a copyrighted book.
Edited by:
Jamid Ul Islam

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