Brand marketing, big data and social innovation as future research directions for engagement

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Acknowledgement

We thank Professors Hollebeek, Brodie and Conduit for presenting this Special Issue and for inviting us to prepare our reflections regarding the future of engagement research in marketing.

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Bobby J. Calder

Bobby J. Calder is the Kellstadt Professor of Marketing and Psychology at the Kellogg School of Management, Northwestern University. He is also a Professor of Journalism in the Medill School of Journalism. His work is primarily in the areas of marketing strategy, consumer psychology, and media. At Northwestern he has served as Chair of the Marketing Department and Director of the MMM Program, a joint Kellogg program with the McCormick School of Engineering, focusing on design thinking. Formerly he taught at the Wharton School, University of Pennsylvania, and the University of Illinois and has been a consultant for Booz Allen and Hamilton. He is a graduate of the University of North Carolina at Chapel Hill. He has been a consultant to many companies (including Aetna, Baxter, Bristol-Myers Squibb, Cemex, Coca-Cola, General Electric, General Motors, Hearst, McDonald's, Motorola, and Prudential) and to government and not-for-profit organizations (such as the Census Bureau, the Environmental Protection Agency, the United Way, and the US Army). He has authored numerous articles in journals such as the Journal of Marketing Research and Journal of Consumer Behavior as well as books including Kellogg on Marketing (2011), Kellogg on Advertising and Media (Wiley, 2008) and previously Kellogg on Integrated Marketing (Wiley, 2003).

Edward C. Malthouse

Edward C. Malthouse is the Theodore R and Annie Laurie Sills Professor of Integrated Marketing Communications and Industrial Engineering and Management Science at Northwestern University and the Research Director for the Spiegel Center for Digital and Database Marketing. He was the co-editor of the Journal of Interactive Marketing between 2005–2011. He earned his PhD in 1995 in computational statistics from Northwestern University and completed a post doc at the Kellogg marketing department. His research interests center on customer engagement and experiences; digital, social and mobile media; big data; customer lifetime value models; predictive analytics; unsupervised learning; and integrated marketing communications.

Ewa Maslowska

Ewa Maslowska is a post-doctoral research associate of the Medill IMC Spiegel Digital and Database Research Center, Northwestern University. She earned her PhD in the Persuasive Communication program in the Amsterdam School of Communication Research, University of Amsterdam. Her dissertation explored how personalized marketing communication influences consumers. Prior to her studies at UvA, Ewa completed her MA in Psychology at Jagiellonian University. Her research is grounded in consumer behavior and focuses on consumer engagement, persuasive message processing and psychological aspects of new media use.