Концепцията за въвлечеността в маркетинга
The Concept of Involvement in Marketing

Author(s): Alexander Hristov
Subject(s): Economy, Business Economy / Management, Marketing / Advertising
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: involvement; consumer behavior; purchase decision; marketing; international marketing
Summary/Abstract: The article examines and analyzes the contemporary aspects of engagement, understood as the degree of commitment to a product by a consumer, influencing the process of making a purchase decision. Presumably, the significance of the concept in contemporary marketing and international marketing is increasing, both due to the processes of digitalization and certain evolutionary processes in consumption. This presupposes the need for an up-to-date understanding and conceptualization of engagement.

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