Abstract
This conceptual paper provides a critical examination of the marketing rhetoric surrounding online customer engagement and contrasts this with the theorised ideal of the empowered brand community (BC).
Original language | English |
---|---|
Publication status | Published - 7 Jul 2014 |
Event | 47th Academy of Marketing Conference 2014 - Bournemouth University, Bournemouth, United Kingdom Duration: 7 Jul 2014 → 10 Jul 2014 |
Conference
Conference | 47th Academy of Marketing Conference 2014 |
---|---|
Abbreviated title | AM2014 |
Country/Territory | United Kingdom |
City | Bournemouth |
Period | 7/07/14 → 10/07/14 |
Other | Marketing Dimensions: People, places and spaces |