Anniek Eigenraam

Eigenraam, AnniekDoctoral candidate: Anniek Eigenraam
Research track: Marketing
Start date: September 2015
Supervisors: Prof. dr. ir. P.W.J. Verlegh & dr. J. Eelen

Digital Customer Engagement Behavior
Anniek Eigenraam (1991) is a PhD student at the Marketing Department of the Vrije Universiteit Amsterdam. She holds a Research Master in Communication Science from the University of Amsterdam.

Her research is focused on understanding the constantly developing field of digital customer engagement behaviors. Such customer behaviors may include for example brand recommendations, blogging or participation in contests, and occur on a wide variety of platforms such as social media, smartphone apps, or brand communities. Exactly what types of behaviors are there and how can we categorize them in a durable manner? Also, what are the effects of different types of behaviors, and how should brands go about to engage their customers on digital media?