Engagement

Engagement as a term is closely related to the concept of engagement marketing which is a marketing strategy where consumers are engaged to participate in the advertisement. Namely, consumers take an active part in the creation of the marketing programs and thus develop e certain relationship with it. This has proven very effective as consumers get to know the true values and qualities of the products.

The Advertising Research Foundation defined engagement as "turning on a prospect to a brand idea enhanced by the surrounding context".