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Abstract

"Engaging students outside the classroom tends to be a hit and miss affair, with exceptional, vocal or troublesome students garnering most of the attention, support and opportunity. The authors of this paper proposes a targeted approach to cultivating highly engaged students and student leadership based on their consumer behaviour rather than their academic merit or self-identification. The theoretical basis for the model employed uses Consumer Culture Theory, in particular Subcultures of Consumption and Customer Evangelism. The goal is to employ a more equitable, coordinated approach to identifying students who are inclined to be highly engaged with university life during and after their academic careers and afterwards, and encourage them to self develop into organic, authentic social networks within the university community which encourage engagement with the university and peer support."

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