The Science of Engagement has been produced by Weber Shandwick in conjunction with behavioural insight agency Canvas8, alongside neuroscientist Dr Thomas Zoëga RamsØy and others.
The report identifies ten common characteristics of engagement, and defines 19 elements of engagement, the personal motivators that drive people to engage.
Weber Shandwick vice-chairman Fiona Noble said: ‘Everyone is looking for deeper engagement that drives involvement and behaviour change, but no one has taken a scientific look and gathered evidence and data into behaviour, what drives it and how, as communicators, we can intensify it.’
Noble added that some of the study’s findings ‘go against conventional marketing wisdom’.
Weber Shandwick has used the findings to developed diagnostic and mapping tools to help brands maximise their comms campaigns.