Overview
Consumer engagement is becoming crucial to the recall and survival of brands in intense competitive markets. Due to digital innovations, businesses have seen the emergence of the millennial population as a target audience, and many businesses are struggling with adopting methods to engage the generation to leverage an enriched brand experience. Optimizing Millennial Consumer Engagement With Mood Analysis is a critical scholarly resource that explores how companies ensure brand sustainability through influencing the minds and moods of consumers to create an interactive customer experience. Featuring coverage on a broad range of topics such product presentation, brand fandom, social media, lifestyle products, and buying behavior, this book is geared towards marketers, business managers, business practitioners, international business strategists, academicians, consumer researchers, and upper-level graduate students attempting to understand consumer engagement through mood analysis.
Full Product Details
Author: Sabyasachi Dasgupta ,
Priya Grover
Publisher: IGI Global
Imprint: IGI Global
ISBN: 9781522588351
ISBN 10: 1522588353
Pages: 351
Publication Date: 30 July 2018
Audience:
College/higher education
,
Professional and scholarly
,
Tertiary & Higher Education
,
Professional & Vocational
Format: Paperback
Publisher's Status: Active
Availability: In Print
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Author Information
Sabyasachi Dasgupta holds double Masters - MBA in Marketing and Human Resource and Masters in Higher Education Andragogy. Currently, Dr. Dasgupta is an Assistant Professor of O. P. Jindal Global University and teaching in the areas of marketing and management. Dr. Dasgupta is the first Doctorate Fellow from Mudra Institute of Communication (MICA), Ahmadabad and has taught subjects like branding, marketing, advertising, research, consumer behaviour, communication and culture, media ethics and corporate social responsibility. He has handled brands like Big Bazaar, Pantaloons, Airtel and Tata Indicom. He was an Assistant Professor at Symbiosis Institute of Media and Communication (SIMC), Symbiosis International (Deemed University), Pune. He was Head of the Department for Brand Communication. He has also taught in Florida State University and worked as research scholar with foreign professors. Priya Grover is an Associate Professor at Symbiosis Institute of Media & Communication, Symbiosis International (Deemed University) and teaches in the areas of Marketing, Consumer Behavior and Brand Management. She has done PhD from Hemwati Nandan Bahuguna Garhwal University, Srinagar. With an enriched experience of 15 years, she has written papers that have been published in journals of international repute. She is an avid reader, a passionate researcher and case writer. Her cases have been published in reputed international journals for case writing.
