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Personal profile

Personal information

Anniek Eigenraam (1991) is PhD student at the Marketing Department of the Vrije Universiteit Amsterdam. She holds a Research Master in Communication Science from the University of Amsterdam.


Her research is focused on understanding the constantly developing field of digital customer engagement behaviors. Such customer behaviors may include for example brand recommendations, blogging or participation in contests, and occur on a wide variety of platforms such as social media, smartphone apps, or brand communities. Exactly what types of behaviors are there and how can we categorize them in a durable manner? Also, what are the effects of different types of behaviors, and how should brands go about to engage their customers on digital media?  

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Fingerprint Fingerprint is based on mining the text of the person's scientific documents to create an index of weighted terms, which defines the key subjects of each individual researcher.

Customer engagement Business & Economics
Taxonomy Business & Economics
Social media Business & Economics
Customer behavior Business & Economics
Brand community Business & Economics
Participation Business & Economics
Durables Business & Economics
Blogging Business & Economics

Research Output 2016 2018

  • 2 Article
  • 1 Online publication or Website

A Consumer-based Taxonomy of Digital Customer Engagement Practices

Eigenraam, A. W., Eelen, J., van Lin, A. & Verlegh, P. W. J., 14 Sep 2018, In : Journal of Interactive Marketing. 44, November, p. 102-121 20 p.

Research output: Contribution to JournalArticleAcademicpeer-review

Open Access
Customer engagement
Literature review

Social Comparison as the Thief of Joy: Emotional Consequences of Viewing Strangers’ Instagram Posts

de Vries, D. A., Möller, M. A., Wieringa, M. S., Eigenraam, A. W. & Hamelink, K., 2018, In : Media Psychology. 21, 2, p. 222-245

Research output: Contribution to JournalArticleAcademicpeer-review

Open Access

Blog: Geef iets van jezelf deze Kerst

Eigenraam, A. W., 16 Dec 2016

Research output: Online publication or Non-textual formOnline publication or WebsitePopular

Open Access

Press / Media

Blog in Marketing Tribune

A.W. Eigenraam


1 media contribution

Press/Media: Other

Blog for EY / VODW

A.W. Eigenraam & Sacha Ghurahoo


1 media contribution

Press/Media: Other

Article in Marketing Tribune

A.W. Eigenraam


1 media contribution

Press/Media: Other