The social side of brand engagement
Social brand engagement is meaningful connection, creation and communication between one consumer and one or more other consumers, using brand or brand-related language, images and meanings. You cannot have social brand engagement in isolation. Engagement need not be strictly about economic transaction, either. Social brand engagement can happen when the brand is a celebrity, an idea, a cause, a destination,a country of origin, a nationality or even an activity or hobby.With social brand engagement, the relationship widens from person-brand to person-person-brand.