Anniek Eigenraam

Personal profile

Personal information

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

Research

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 Dive into the research topics where Anniek Eigenraam is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

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 2018 2018

2 Article

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 Journal › Article › Academic › peer-review

Open Access

Customer engagement

Taxonomy

Emotion