El Engagement o la Vinculación Empresarial y Emocional con el Consumidor a Través del Marketing en Medios Sociales

The strong economic crisis brought about by the Great Recession not only had a negative impact on the daily life of citizens, but also swallowed with it a corporate governance model that was far removed from the search for the collective happiness of its employees. After the blackout, small isolated lights are usually turned on that illuminate new ecosystems and different spaces for action, where creativity and happiness management are two key pieces to cultivate leadership styles that stimulate the sustainable development of territories and companies. From this perspective, the different authors of this research work want to highlight throughout the pages of this academic text the importance of having economies aimed at stimulating production models that gravitate around innovation, the entrepreneurship and happiness of human capital. Keeping in mind that we live in a neoliberal capitalism that promotes the implementation of business policies for the profitability of financial gains and not to proactively and holistically maximize the job satisfaction of human beings. We hope that reading this book will help, on the one hand, to change this vision, and on the other, to promote among the highest political leaders and economic lobbies that it is possible to build a new society. Whose progress is not based exclusively on consumption, wealth?, but on the exorbitant brilliance of a large number of creative and happy people, where their dreams become beautiful realities. We just need courage, intelligence and many doses of joy.