An Action-Based Approach to Retail Brand Engagement

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Author(s): Amin Saleh (Louisiana Tech University, USA), Ellis Chefor (Louisiana Tech University, USA)and Barry Babin (Louisiana Tech University, USA)
Copyright: 2019
Pages: 17
Source title: Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments
Source Author(s)/Editor(s): Giuseppe Granata (University of Cassino and Southern Lazio, Italy), Andrea Moretta Tartaglione (University of Cassino and Southern Lazio, Italy)and Theodosios Tsiakis (Alexander Technological Educational Institute of Thessaloniki, Greece)
DOI: 10.4018/978-1-5225-7856-7.ch002

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing and Consumer Behavior

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Abstract

Academics have embraced “engagement” and produced thousands of articles related to the topic. Despite the attention though, the literature remains confusing as to exactly what “engagement” is and what “engagement” is not. A brief history of evolution of academic perspectives on engagement, including both conceptual and empirical works, is provided to demonstrate the ambiguous nature of this topic. This chapter attempts to shed some light on delineating engagement through illustrations drawn from retailer activities that represent attempts to engage consumers. Specifically, the chapter focuses on Walmart's and Amazon's engagement tactics. The activities are classified using a theoretical taxonomy. In the end, the chapter intends to aid future engagement in engagement research.

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An Action-Based Approach to Retail Brand Engagement

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