The use of social media environments that enable consumers to engage with a brand publically is of increasing interest to marketers. In particular, contests in which consumers create user-generate content (UGC) offer the potential of actively engaging consumers with a brand and thereby directly...

Consumer engagement has been widely discussed in both the academic and practitioner literature, but there is no consensus about its meaning, what phenomena constitute engagement or what its antecedents and consequences are. Therefore, we propose that the term engagement should be eluded and that...