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Engagement

Engagement is an important multidimensional concept with relevance for corporate reputation and brand management, particularly in focal areas such as corporate social responsibility, stakeholder relations, and issues or crisis management. This entry examines the levels of analysis where engagement occurs, three types of engagement, the different contextual and disciplinary perspectives of engagement, and the implications of engagement for corporate reputation.

Levels of Analysis

Within the literature, engagement is operationalized at the individual (micro) level, organizational (meso) level, and social (macro) level.

At the individual level, engagement is a psychological construct defined as a state of being fully absorbed, involved, occupied, or engrossed in something. An individual engagement construct encompasses three dimensions: (1) cognitive, (2) emotional, and (3) behavioral. Cognitive engagement describes an investment in attention, processing, or thinking ...

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