Customer engagement has become a prominent goal of marketeers and gained attention amongst academics as well. Engagement of consumers with a brand means to positively motivate consumers’ thoughts, feelings, and behavioral intentions to revolve around a brand, leading up to numerous types of consumer-brand interactions. Examples include social media follows, likes, shares and comments, brand recommendations, or advergame and promotional contest participation. This dissertation aims to gain a better understanding of this engagement landscape. To this end, essay 1 describes the development of a consumer-based taxonomy of digital engagement practices. Essay 2 focuses on consumer responses to brands’ engagement initiatives, and identifies that consumers respond more favorably to initiatives that are authentic for the brand. Essay 3 further researches consumer responses, specifically to promotional games. It concludes that such games that are based on a skill (e.g., advergame) are better able to boost positive feelings towards a brand than chance-based games (e.g., Instagram give-away). Overall, this dissertation describes the several ways in which consumers engage with brands, and provides specific guidelines to navigate in the ever evolving engagement landscape.