User generated branding (UGB) as a field of study -- Theoretical basis for the development of a UGB reference framework -- Specification of UGB -- Development of the explanatory UGB model -- Empiric model validation and hypothesis testing -- Summary, critical consideration and outlook

This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing...