Affected: Emotionally Engaging Customers in The Digital Age

ISBN-13: 9780730357018 / Angielski / Miękka / 2019 / 248 str.

Karla Straker

Spis treści

Foreword ixAbout the authors xiPreface xiiiPart I: Affecting customers 1Chapter 1 Introducing affect: Creating enduring engagements 3Chapter 2 Customer drivers: Emotion, affect and the hedonic pursuit 21Case Study: Cj Hendry: Art through Instagram 47Part II: Affective companies 65Chapter 3 Digital connections: Stimulus, channels, touchpoints and typologies 67Chapter 4 Digital business: Success in a virtual world 95Case Study: Falling in Burberry Love 113Part III: Affective strategy 129Chapter 5 Designing affect: The Digital Affect Framework 131Case Study: Affect in the aviation industry 151Chapter 6 Managing affect: Digital strategy in the real world 169Final thoughts 191Appendix A A (very) brief history of emotions 193Appendix B Digital Affect Framework canvas 197Appendix C Typologies and touchpoints index 201Glossary of key terms 207Personal reflections and acknowledgements 211References 213Endnotes 217Index 219

O autorze

Dr Cara Wrigley and Dr Karla Straker are design researchers who work with businesses to help them better connect with their customers. Forming the Design Innovation research group at the University of Sydney, Australia, they research the value that design holds in business - specifically through the creation of strategies to design business models that lead to emotive customer engagement.