Amsterdam University of Applied Sciences

Course readings

No books required, other than those freely available from the HvA database ( and course syllabus.

Reading material:

Brodie, R.J. et al. (2013). Consumer Engagement in a Virtual Brand Community: An exploratory analysis. Journal of Business Research, 66, 105–114. Available via:

de Vries N.J., Carlson J, Moscato P. (2014). A Data-Driven Approach to Reverse Engineering Customer Engagement Models: Towards functional constructs. PLoS ONE, 9 (7).

Kwok, L. and Yu, B. (2012). Messages on Facebook: An Analysis of restaurant business-to-consumer communications. Cornell Hospitality Quarterly, 20 (10), 1-11.

Waters, R.D., Burnett, E., Lamm, A., and Lucas, J. (2009). Engaging stakeholders through social networking: How nonprofit organizations are using Facebook. Public Relations Review, 35, 102-106. Available via:

Coursaris et al. (2013). A Social Media Marketing Typology: Classifying Brand Facebook Page Messages for Strategic Consumer Engagement. Proceedings of the 21st European Conference on Information Systems.

Bechmann, A., Klausen, H.B. (2016). Measuring Impact Across Social Media: An analysis of the digital social layer on Northside festival as a larger cultural event in Aarhus in 2014. rethinkIMPACTS 2017.

Hesselberth, P. (2019). Discourses on disconnectivity and the right the disconnect. New media and Society, 20 (5), 1994-2010.

Published by  AUAS Summer School 17 December 2020