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).
|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||47th Academy of Marketing Conference 2014|
|Period||7/07/14 → 10/07/14|
|Other||Marketing Dimensions: People, places and spaces|