Discussion
Conclusions
We developed a taxonomy of customers' digital brand engagement practices to integrate ample research about such digital practices, and to standardize these digital practices across digital channels and platforms (see Fig. 3). Using literature reviews, expert panels, a consumer card-sorting task and survey research, we developed and validated our taxonomy. We found that consumers categorized 17 distinct digital engagement practices into five different types: practices (1) for fun, (2) for learning, (3) for giving feedback to a brand, and practices where customers (4) talk about a brand, or (5) work for a brand. In our final study, we found that consumers' motivational brand engagement states, age and online media use were related differently to their willingness to engage in each of the five types of digital engagement practices. This illustrates the relevance of the taxonomy. The taxonomy can deepen understanding and stimulate future research about digital practices in an ever-evolving digital landscape (Lamberton and Stephen 2016), and can help (digital) marketers in optimizing their portfolio of digital engagement practices.
