Capturing customers spirit in the digital era

Title

Capturing customers spirit in the digital era

Creator

Banka, Ashutosh

Description

The chapter discusses the concepts of customer engagement in the digital era, more specifically focusing on emotional branding, convergence of physical and digital touchpoints for marketing, and the elements of technology. It explains in detail the processes of how brands are able to emotionally connect with their target audience, how they are able to use the data collected in a legal manner, and how they can provide a more engaging and personalized experience. By assessing consumer behavior patterns and trends in technology, the chapter provides useful insights on how brands can go after the soul of their consumers in a more and more online world. 2025, IGI Global Scientific Publishing.

Source

Brand Creation and Management in the Phygital Era;pp.123-146

Date

01-01-2025

Publisher

IGI Global

Coverage

Banka A., Christ University, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 979-833730950-7; 979-833730948-4;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3373-0948-4.ch005

https://www.scopus.com/pages/publications/105009993608?origin=resultslist