Consumers Engagement: How Consumers Shape Marketing and Advertising

Malthouse and Calder (2018) discuss essential changes in advertising, such as the transition from traditional channels, like broadcast, print, and outdoor, to digital media, in their chapter titled “From Advertising to Engagement.” The authors claim that the conventional environment did not encourage consumer participation in the marketing and advertising process. Digital environments and media, on the other hand, promote consumer engagement. Customers today are active participants who evaluate advertising content rather than being passive recipients of content created by marketers. Customers can therefore create and distribute their messages in the digital space.

The article “Emotional Engagement in a New Marketing Communication Environment” by Chan-Olmsted and Wolter (2018) discusses the value of involving consumers in producing media content like advertisements. The authors contend that to engage consumers, media content creators must consider two crucial conditions: attention and emotion. Content creators should be aware of the emotional processes that increase consumer engagement. To effectively engage consumers in creating and communicating content, advertisers must understand how consumers perceive and respond to marketing and brand messages. Even in the difficult age of advertising avoidance when using new media, such knowledge is essential to developing a successful customer-brand relationship.

Weitzl and Einwiller (2018) talk about the consumer-brand relationship paradigm in the context of digital media in their article “Consumer Engagement in the Digital Era: Its Nature, Drivers, and Outcomes.” The authors acknowledge how the emergence of new media technologies has altered consumer-brand interactions. They also talk about how a consumer’s role in the relationship evolves from being a passive consumer of information to a proactive contributor to creating value from messages and media content. Because creators understand customers’ needs in the communication process, consumer engagement is essential to value creation. Customers are crucial in spreading marketing information via new trends like viral marketing…