A Data-Driven Approach to Reverse Engineering Customer Engagement Models: Towards Functional Constructs

Online consumer behavior in general and online customer engagement with brands in particular, has become a major focus of research activity fuelled by the exponential increase of interactive functions of the internet and social media platforms and applications.

Natalie Jane de Vries,

Jamie Carlson,

Pablo Moscato

Full Story: http://www.plosone.org/article/info%3Adoi%2F10.1371%2Fjournal.pone.0102768