Consumer engagement refers to the interaction between a brand and its customers. It involves various activities that encourage customers to connect with a brand, such as social media interactions, email newsletters, and loyalty programs. The goal is to create a meaningful relationship that fosters brand loyalty and encourages repeat purchases. Effective consumer engagement can lead to valuable feedback for brands, helping them improve products and services. Engaged consumers are more likely to share their experiences with others, which can enhance a brand's reputation. Tools like customer surveys and social media analytics are often used to measure and improve engagement strategies.