During my PhD, I created a measure of online consumer engagement. In other words, it is a list of questions that people answer to help gauge their level of engagement with a brand, product or even community.
With this tool, we can find out how emotionally, behaviourally and cognitively engaged consumers are. This is really useful, because most online metrics at the moment only allow you to say how engaged people are by counting “likes”, “comments” or “shares”… If this was enough to know how people REALLY react to marketing content, we would live in a dream-world!
My results show that people with high online consumer engagement are more likely to trust, commit and be loyal to a brand.
The tool is therefore useful for managers who want to find out the engagement level of their audience and improve it to sustain their growth.
The infographic belows explains what my metric of online engagement is about and how it works. 4 years of hard work nicely summarised for you!
To find out more about the metric, the project and related publication, you can go on the blog of The Journal of Marketing Management, here or get in touch with me directly.