Special Issue on Understanding, Developing, and Managing Media Engagement

Abstract

The arrival of the attention economy and audience-centric media market has intensified the need for better consumer insights. At the same time, the conventional, linear approach of understanding the experiences, journeys, and decision-making processes of media consumers is no longer sufficient in a technology-driven environment. The construct of engagement, with its promise of addressing audience attention across platforms and measuring audience delivery beyond the behavioral dimension, is seen as an increasingly important metric for media, marketing, and communication managers. Engagement has been widely discussed in various communications and marketing literature. Nevertheless, there is limited conceptual and empirical work investigating the construct in the context of media management. Important questions remain in the following perspectives in terms of relevant theories, dimensions, measurement: