Using social media to aid innovation: Factors that help increase customer engagement with the brand

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Firms are using social media to establish brand communities as a means of strengthening innovation efforts. Key to success is identifying factors which enhance customer experience on brand pages to thus increase engagement levels and stimulate positive brand-related behaviors.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2018), "Using social media to aid innovation: Factors that help increase customer engagement with the brand", Strategic Direction, Vol. 34 No. 4, pp. 25-27. https://doi.org/10.1108/SD-01-2018-0010