Affected : Emotionally Engaging Customers in The Digital Age /: Emotionally Engaging Customers in The Digital Age. (2018)

• Record Type: Book
• Further Information: Note: Cara Wrigley & Karla Straker.
• Authors: Wrigley, Cara; Straker, Karla
• Contents: Intro; Affected; Contents; Foreword; About the authors; Preface; Part I Affecting customers; Chapter 1 Introducing affect: Creating enduring engagements; Design thinking; Affect and companies; Kodak's missed moment; Second that emotion; Defining affect; The affect effect; Digital affect; Chapter 2 Customer drivers: Emotion, affect and the hedonic pursuit; Emotions 101; Emotions and affect; Cognition, affect and behaviour; The life of products; Juicy Salif; Smart Roadster; Lipstick phone; Designing for emotion; Shannon's model of communication; Product experiences; Cognitive appraisals Changing the meaning of productsThe digital hedonic affect; From Nokia to Apple; The personality of our possessions; Case Study Cj Hendry: Art through Instagram; Understanding the art industry; The artist: Cj Hendry; Communicating a new meaning; The rise of Instagram; Online post analysis; User response analysis (comments); Understanding emotions and behaviours; Cognition; Affect; Behaviour; The positive and negative #sneakerdead; Cognition; Affect; Behaviour; Lessons learnt: Designing a digital channel; Part II Affective companies Chapter 3 Digital connections: Stimulus, channels, touchpoints and typologiesReebok: How many is too many?; From traditional to digital; Impact of digital channels; Digital touchpoints; Digital typologies; Functional typology; Social typology; Community typology; Corporate typology; Benchmarking within an industry; Functional and social industries; Functional and corporate industries; Selecting the right channel; Multichannel customer experiences; Customer engagement through communities; Culture is key; Kate Spade: Japan micro-stores; Homeplus: Future of retail? Chapter 4 Digital business: Success in a virtual worldHedgehog strategy; Umpqua Bank; Creating and capturing value; Understanding company affect; Digital hedonic rhetoric; Conflicting affect messaging; Case Study Falling in Burberry Love; The digital challenge in luxury fashion; Business case: Burberry; The five digital campaigns; My Burberry My Fragrance; Burberry Kisses; Burberry Acoustic; Burberry Bespoke; The Art of the Trench; Analysing Burberry's success; Company and customer engagement; Designing digital channels; Digital customer experience Impact and challenges of emotion-driven digital innovationPart III Affective strategy; Chapter 5 Designing affect: The Digital Affect Framework; Loyalty is a rarity; Deconstructing the Digital Affect Framework; Value proposition: Understanding your industry; Digital hedonic rhetoric: Understanding your customer; Digital stimulus: Understanding your digital engagements; Think before you post; Examples of aligning values to experiences; Affected principles; Like all great design, less is more.; If you created it, you need to maintain it.; Don't follow the trend.; Alignment is crucial.
• Publisher Details: Milton, Qld : John Wiley & Sons Australia, Ltd
• Publication Date: 2018
• Extent: 1 online resource, illustrations
• Subjects: 658.812; Customer relations; Internet marketing; BUSINESS & ECONOMICS / Industrial Management; BUSINESS & ECONOMICS / Management; BUSINESS & ECONOMICS / Management Science; BUSINESS & ECONOMICS / Organizational Behavior; Electronic books; Electronic books
• Languages: English
• ISBNs: 9780730357001; 0730357007; 9780730356998
• Related ISBNs: 073035699X; 9780730357018
• Notes: Note: Includes bibliographical references and index.; Note: Online resource; title from PDF title page (EBSCO, viewed May 30, 2018).
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.