A new Environment Institute member, Professor Conduit’s research interests lies in understanding how to engage consumers in interactions with organisations.
She looks at how they can engage with each other, which will allow them to work together to achieve meaningful and relevant outcomes, particularly in contexts for social inclusion and environmental sustainability.
A limited number of tickets to attend this event will be released for The Braggs Lecture Theatre, North Terrace Campus. Capacity limits apply in order to safely adhere to social distancing protocols. The event will also be livestreamed via Zoom Webinar.
Title: Engaging for Social Good: Using the principles of customer engagement to improve individual and societal well-being.
The term ‘customer engagement’ was almost unheard of a decade ago, whereas today organisations spend millions on ‘engagement marketing’ strategies and a plethora of consultants promise to help your business engage with customers. Engaged customers interact with organisations, both online and offline, beyond their purchase experience, and are more cognitively, emotionally, behaviourally, socially and spiritually invested in the brand.
We know that engaged customers are more loyal, spend more, and act as advocates; but while customer engagement is important for business success and economic growth, does society really care if Louis Vuitton sells another handbag or Starbucks another coffee? What can we learn from this phenomena that will help us to engage people in issues such as climate change, food waste, reducing homelessness, and addressing mental health? How can we use our knowledge of different types of engagement, building engagement platforms for brand communities, and developing co-creative organisational cultures, to collectively engage people for the benefit of society?
About the speaker:
Professor Jodie Conduit is a Professor of Marketing, and Head of the Marketing Discipline, in the Business School at the University of Adelaide, Australia. Her career has spanned both academia and industry roles, including as a strategic research consultant and as market research manager with the National Australia Bank. Her body of research seeks to understand how to engage consumers in interactions with organisations, and each other, which enable them to collaborate to achieve meaningful and relevant outcomes. This research has spanned several industry sectors, working together with organisations in the healthcare, wine, education and not-for-profit sectors. She is a member of the Environment Institute at the University of Adelaide and was recently appointed as a Board Member for Green Industries SA. Her work has been published in the Journal of Marketing, Journal of Service Research, Industrial Marketing Management, European Journal of Marketing, and Journal of Business Ethics among other quality international journals.
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