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As discussed in Chap. 5 , the task of creating interactive consumer engagement across multiple digital channels plays an important role in successful marketing communication programmes. The current chapter builds on the last and discusses how our understanding of social identification leads to an effective marketing communication programme. One of the aims before us in this chapter is to accentuate how customer identification leads to loyalty intentions.

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Social Identity and Online Brand Communities

  • 章节

  • 发表日期：

    2025年

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  • Wilson Ozuem,
  • Michelle Willis

摘要

As discussed in Chap. 5 , the task of creating interactive consumer engagement across multiple digital channels plays an important role in successful marketing communication programmes. The current chapter builds on the last and discusses how our understanding of social identification leads to an effective marketing communication programme. One of the aims before us in this chapter is to accentuate how customer identification leads to loyalty intentions.