Engajamento do Consumidor e do Cliente: Revisão de Uma Década (2010-2019) e Direcionamentos Futuros
DOI:
https://doi.org/10.5020/2318-0722.2023.29.e13159Keywords:
engajamento do cliente, engajamento do consumidor , engajamento com a marca, marketing de engajamento, marketing digitalAbstract
O engajamento do cliente tem sido uma prioridade de pesquisa de marketing ao longo da década e vários frameworks tentaram conceituar o fenômeno. Nesse sentido, este artigo tem como objetivo resumir 10 anos de estudos teóricos e empíricos sobre engajamento do cliente e propor direções para estudos futuros sobre o assunto. Uma ampla revisão de artigos sobre engajamento do cliente, engajamento do consumidor e engajamento com a marca foi realizada e discutida, visando a convergência entre diferentes perspectivas existentes. Como uma de suas contribuições, este artigo defende uma visão mais social e dinâmica do conceito de engajamento, sugerindo o uso do termo “engajamento do consumidor”, compreendo que o valor do engajamento para a marca não vem apenas dos clientes, mas de qualquer pessoa que tenha contato com a marca, por exemplo, nas redes sociais.
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