Motives Triggering Engagement with Online Consumers

Research output: Contribution to conference without a publisher/journalAbstractResearchpeer-review


Today, Digital Content Marketing (DCM) has become an integrated as well as indispensable
element of a company’s overall marketing efforts. Digital Content marketing continuously calls for an
improved amount of data and research to create and customize relevant, value-making content for the
stakeholders. Modern consumers are active co-producers of content published on companies’ online
platforms, but content must be relevant and engaging for consumers to participate. Brand-related, valuecreating, and relevant content is an open invitation to engage with a company, to build the necessary trust
with consumers, and at the same time establish a closer relationship between the two parties. We suggest,
however in this chapter, that particularly SMEs are challenged when it comes to designing relevant and
engaging content. This issue adds new challenges to the core product or service logic to include customized
and personalized consumer offerings through augmented digital services. Kanan and Li (2017) argue that
“at the heart of this augmentation and transformation is an effort to provide new values to consumers that
foster the creation of new business models” which implies that new logics of value and co-creation
potentially question existing ways of doing business.
Original languageDanish
Publication date1 Nov 2022
Number of pages2
Publication statusPublished - 1 Nov 2022

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