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Customer Engagement and Digital Business

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actor-network theory
AI
Artificial intelligence
artificial intelligence adoption
augmented reality engagement
Category=KJMV6
Category=KJSM
Consumer behaviour
Consumer engagement
Consumer experience
Customer decision journey
Customer experience
Customer journey
Customer-brand relationships
Digital disruption
digital marketing
Digital technologies
eq_bestseller
eq_business-finance-law
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eq_nobargain
eq_non-fiction
ethical digital customer interaction
gamification strategies
Generative technology
immersive retail technology
Metaverse
service ecosystem ethics
Social media marketing

Product details

  • ISBN 9781032831626
  • Weight: 680g
  • Dimensions: 156 x 234mm
  • Publication Date: 26 Aug 2025
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Hardback
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Description

In an age where digital disruptions rewrite the rules of commerce, Customer Engagement and Digital Business presents a timely and cutting-edge examination of how businesses must rethink engagement to thrive. This edited volume brings together a diverse group of international scholars who explore the evolving dynamics of customer engagement across a variety of technological, social, and ethical landscapes.

Spanning conceptual frameworks, empirical studies, and emerging paradigms, the chapters address both the bright and dark sides of engagement in the digital age. From the emotional resonance of AI-powered brand interactions to the immersive experiences enabled by VR and Metaverse, this book probes the ways in which businesses are redefining the customer journey. Topics include actor engagement beyond the brand-consumer dyad, the strategic use of AI in product development, the impact of marketer-generated content on consumer behavior, and the ethical imperatives of service ecosystems. Equally attentive to technological advances and human values, this collection examines how gamification, AR, and generative technologies are reshaping expectations, and why meaningful engagement must be ethical, inclusive, and human-centric.

Each chapter offers actionable insights for academics, practitioners, and students exploring the new frontiers of customer engagement. This book equips scholars, strategists, and digital innovators with conceptual clarity and practical foresight needed to engage meaningfully with today’s empowered, tech-savvy consumers.
About

Jamid Ul Islam is Assistant Professor at Canadian University Dubai, United Arab Emirates.