Leaving the Home Turf: How Brands Can Use Webcare on Consumer-generated Platforms to Increase Positive Consumer Engagement

The level of brand-related consumer engagement is considered to be a key determinant of successful social media activities. However, due to the commonly high levels of consumers who merely consume instead of being actively engaged, companies seek strategies to increase consumer engagement. Additionally, a large part of consumers’ engagement does not occur on platforms controlled by the brand, but on consumer-generated platforms. Based on social...