Capturing customers spirit in the digital era
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.
Brand Creation and Management in the Phygital Era;pp.123-146
Restricted Access; Hardcopy may be available in the library
https://doi.org/10.4018/979-8-3373-0948-4.ch005 https://www.scopus.com/pages/publications/105009993608?origin=resultslist