Digital Marketing Strategies for Value Co-Creation

Wilson Ozuem is a Professor of Digital Marketing and Innovation at the University for the Creative Arts, UK. His primary expertise lies in digital marketing and fashion marketing, with a specific research focus on understanding the impacts of emerging computer-mediated marketing environments (CMMEs) on the fashion industry. Professor Ozuem is recognised as a leading international scholar in digital marketing and multichannel retailing. His research has been published in key journals, including the European Journal of Marketing, Journal of Business Research, Information Technology & People, Psychology & Marketing, Journal of Advertising Research, Internet Research, and many others.Michelle Willis, PhD, is a digital marketing lecturer at London Metropolitan University, UK. Her doctoral research focuses on customer loyalty and engagement within online brand communities. Her work examines emerging technologies, particularly the intersection of social networking sites and the development of marketing programmes, as well as online service failure and recovery strategies within the context of the millennial consumer generation. She has published numerous articles in journals such as Psychology & Marketing, Information Technology & People, and Internet Research. Her research has been presented at international conferences, including those organised by the American Marketing Association and the European Marketing Academy.

• 1. Introduction and Overview.- 2. Segmentation in Data-Driven Online Brand Communities.- 3. Participation and Customer Involvement.- 4. Online Brand Communities and Loyalty Intentions.- 5. Consumer Engagement.- 6. Social Identity and OBCs.- 7. Brand and Customer Loyalty in OBCs.- 8. Brand Relationship and Engagement.- 9. Managing Service Failure and Recovery and OBCs.- 10. Value Co-Creation Sphere.- 11. Influencer Marketing.- 12. Artificial Intelligence and Customer Engagement: Insights and Challenges.