Consumer engagement in a virtual brand community (4/8)

Engagement drives loyalty, but it isn’t immediately clear how to drive engagement. It turns out, engagement is more than clicks and comments; the process of interacting with consumers in social media communities is actually a series of smaller activities and conversations focused across the interactive experience. In this article, the authors describe these processes as well as how to use this information to build loyal, empowered consumer bases for a brand.

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