Overview

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.

Full Product Details

9781032831626

Table of Contents

Reviews

This book offers an exceptional blend of conceptual clarity and practical insight into the evolving nature of customer engagement in digital settings. With contributions from a diverse group of international scholars, the volume addresses not only foundational perspectives but also the latest innovations in AI, immersive technologies, and gamification. A must-read for marketing scholars and practitioners alike. Professor Regina Connolly, Dublin City University, Ireland This edited book is a welcome addition to the customer engagement literature, bridging traditional marketing thought with modern digital disruptions. Covering topics from AI and metaverse-driven engagement to ethical frameworks and immersive experiences, it provides a comprehensive overview of where the field is headed. A valuable resource for researchers, students, and marketing strategists. Professor Zillur Rahman, Indian Institute of Technology Roorkee (IITR), India The volume reflects an interdisciplinary treatment of customer engagement. It brings focus to under-explored issues such as negative engagement and technostress while also spotlighting innovative tools such as AR, VR, and gamified ecosystems. This title offers academically interesting and managerially actionable insights. Linda D. Hollebeek, Ph.D., Teng Yew Huat Endowed Chair of Marketing, Sunway University, Malaysia; Professor of Marketing, Vilnius University, Lithuania and Tallinn University of Technology, Estonia; Guest Professor, Umeå University, Sweden, and Distinguished Visiting Professor, University of Johannesburg, South Africa Customer Engagement and Digital Business is a timely and well-curated volume that explores the profound shifts occurring in how customers and firms interact in the digital age. The editor has brought together thought-provoking chapters that span theory, practice, and future-oriented innovations. Highly recommended for academics and industry professionals seeking to deepen their understanding of digital customer dynamics. Professor Brian Harney, Founder of the award-winning B.Sc. in Digital Business and Innovation, Dublin City University, Ireland. Customer engagement is rapidly evolving, and this book offers a timely and comprehensive exploration of the topic within today’s digital landscape. By weaving together empirical evidence, cutting-edge conceptual frameworks, and compelling practical insights, the editor has crafted a work that will , serve as a definitive reference for years to come. Professor Wafa Hammedi, University of Namur, Belgium

This book offers an exceptional blend of conceptual clarity and practical insight into the evolving nature of customer engagement in digital settings. With contributions from a diverse group of international scholars, the volume addresses not only foundational perspectives but also the latest innovations in AI, immersive technologies, and gamification. A must-read for marketing scholars and practitioners alike. Professor Regina Connolly, Dublin City University, Ireland This edited book is a welcome addition to the customer engagement literature, bridging traditional marketing thought with modern digital disruptions. Covering topics from AI and metaverse-driven engagement to ethical frameworks and immersive experiences, it provides a comprehensive overview of where the field is headed. A valuable resource for researchers, students, and marketing strategists. Professor Zillur Rahman, Indian Institute of Technology Roorkee (IITR), India The volume reflects an interdisciplinary treatment of customer engagement. It brings focus to under-explored issues such as negative engagement and technostress while also spotlighting innovative tools such as AR, VR, and gamified ecosystems. This title offers academically interesting and managerially actionable insights. Linda D. Hollebeek, Ph.D., Teng Yew Huat Endowed Chair of Marketing, Sunway University, Malaysia; Professor of Marketing, Vilnius University, Lithuania and Tallinn University of Technology, Estonia; Guest Professor, Umeå University, Sweden, and Distinguished Visiting Professor, University of Johannesburg, South Africa Customer Engagement and Digital Business is a timely and well-curated volume that explores the profound shifts occurring in how customers and firms interact in the digital age. The editor has brought together thought-provoking chapters that span theory, practice, and future-oriented innovations. Highly recommended for academics and industry professionals seeking to deepen their understanding of digital customer dynamics. Professor Brian Harney, Founder of the award-winning B.Sc. in Digital Business and Innovation, Dublin City University, Ireland Customer engagement is rapidly evolving, and this book offers a timely and comprehensive exploration of the topic within today’s digital landscape. By weaving together empirical evidence, cutting-edge conceptual frameworks, and compelling practical insights, the editor has crafted a work that will serve as a definitive reference for years to come. Professor Wafa Hammedi, University of Namur, Belgium

Author Information

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

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