Customer Brand Engagement Research Articles

Gamification and customer brand engagement: a review and future research agendas

PurposeExtant literature shows that gamification is an effective tool for enhancing customer brand engagement. However, there is a need for a structured review of the literature on how and to what extent gamification fosters customer brand engagement. This hybrid literature review synthesizes extant research on gamification and its impact on customer brand engagement.Design/methodology/approachThe study is based on 45 articles drawn from 33 journals from the Scopus database. This article conducts a systematic review of theory, context, characteristics and methods employed in extant research, identifies contemporary themes and presents future research avenues. It also conducts a bibliometric analysis to identify the most prominent journals, authors, articles and themes.FindingsThis review identifies various patterns and trends of psychological capital research, and it unfolds four major themes – gamification and customer engagement, gamification and e-marketing, gamification and sustainable marketing and gamification and customer experience.Practical implicationsThis review offers key insights into managerial implications.Originality/valueIt is one of the first endeavors to conduct a structured review of research related to gamification and customer engagement. It presents a conceptual framework that shows the relationships between gamification and customer engagement. This systematic review offers several future research agendas to spur scholarly research and presents key insights into the process of gamification in marketing to enhance customer brand engagement.

Exploring the influence of ‘Korean Wave’ on brand loyalty: The moderating role of product type

The ‘Korean Wave’ has significantly impacted the global economy, especially in Indonesia. However, there is a gap in understanding how Korean celebrities, as brand ambassadors, influence local consumer behavior and purchase intentions. This study aims to clarify this impact using the theory of planned behavior (TPB) framework. The roles of brand attachment, brand love, and brand loyalty, moderated by product type, were examined with 194 survey respondents, and data was analyzed using SmartPLS software. Key findings indicate that brand personality significantly influences brand attachment. Customer brand engagement positively affects brand love. Brand attachment impacts both brand loyalty and brand love, while brand love strongly influences brand loyalty. Brand loyalty significantly affects purchase intentions, confirming that loyal customers are more likely to make repeat purchases. Product type only moderates the influence of brand attachment on brand loyalty, not the influence of brand love on brand loyalty. The implications for marketers are significant. Businesses should leverage Korean celebrities as brand ambassadors to enhance brand visibility and loyalty. Aligning brand personality with ambassadors can deepen consumer attachment. Creating engaging content and focusing on emotional branding can foster stronger connections. Tailoring marketing strategies to different product types and monitoring brand loyalty feedback can enhance market performance. Despite its contributions, the study acknowledges limitations, including potential demographic biases and the need for broader cultural and product category exploration in future research.

Online Social Influence and Negative Emotions toward Snow Sports Brands: Moderation and Mediation Effects

This article draws on the stimulus–organism–response (SOR) model to understand the role of negative emotions in the anti-brand behaviors of online users who consume snow sports brands. To this end, both the online social influence and the mediating effect of symbolic incongruence (stimulus) on the generation of negative emotions (anger, stress, frustration, fear, boredom and sadness) (organism), and how these influence the formation of negative customer brand engagement (nCBE) (response), are analyzed. The study also analyses the moderating effects of “level of expertise”, this makes it possible to capture differences in behaviors based on the profile of the users in each of the proposed relationships. Questionnaire responses of 400 ski and snowboard users over 18 years of age were analyzed using a quantitative methodology. The results obtained have important theoretical and practical implications, since they confirm that online social influences have both a direct and indirect (mediating) effect on negative emotions, which positively affects the nCBE of online users of snow sports brands. Significant differences in behavior based on experience level (moderation effect) were also found. The study proposes useful practical recommendations applicable in online environments that the extreme sports industry could use to neutralize/avoid highly detrimental consequences.

The effect of customer participation on brand preference: Do hotel brand type and star rating matter?

Drawing on value co-creation theory, this study proposes a novel model that incorporates the hotel brand type and star rating into the “customer participation—customer brand engagement—brand preference” model to explore their impacts on the formation of customer brand preferences. Data collected from 330 hotel patrons were analyzed to test the proposed model. The results suggest that customer participation positively affected three dimensions of brand engagement, viz., cognitive engagement, affective engagement, and behavioral engagement, which in turn positively influenced brand preference. Contrary to expectation, hotel brand type and star rating weakened the relationships between affective engagement and brand preference. This study enriches the discussion on the determinants of brand preference and describes its formation path. Implications, as well as future research opportunities, are offered.

Retraction notice: Quick-commerce: green initiatives on customer brand engagement

Retraction notice: Quick-commerce: green initiatives on customer brand engagement

Do Customers Foster Engagement Through Social Media Interaction? Brand Prominence as a Moderator

ABSTRACT Social media considerably impacts how customers attain information and share their experiences or choose their services/products including hotel brands. Based on this significance, we test a theoretical framework that inspects the association among social-media-interaction (SMIN), customer-brand-engagement (CBEN), self-brand-congruence (SBCO), co-creation, and revisit intention toward hospitality brands following service-dominant-logic and self-congruence-theory. We also test the moderating role of brand prominence among the proposed associations. The present research employs a sample of 315 luxury hotel-customers by operating PLS-SEM. The results reported that SMIN and SBCO have positive impacts on CBEN. Results also unveiled the CBEN’s significant influence on consumer’s co-creation and their revisit intent. The results illustrated the SMIN’s and SBCO’s indirect effect on co-creation as well as on revisit intention, while mediated through CBEN. Finally, the findings exposed a significant positive moderating effect of hotel-brand prominence in proposed links. This study concludes by summarizing crucial theoretical/practical implications for hospitality brands.

Customer Brand Engagement and Value Co-Creation for Green Product During the COVID-19

Global warming that is happening today is the effect of extreme climate change. This is a concern for companies to issue environmentally friendly products. The Covid-19 pandemic has forced many businesses to change their processes to adapt to the new normal. Due to the fear of contamination caused by the COVID-19 pandemic, consumers are starting to shop from home rather than going out, as they perceive it as low risk. Therefore, there has been a change in consumer attitudes and behaviour, and this pandemic has changed consumer buying behaviour. Brands are advised to continue to carry out genuine communication with the public through various social media to build stronger bonds (solid bonds) with potential consumers to create shared value creations, especially during the COVID-19 pandemic, which adopts the new normal and stays at home. Aim: This study aims to understand better the nature of engagement that creates value co-creation during the COVID-19 period and in the future for green products. Method: This paper conducted an online survey with 130 adult subjects. This paper used structural equation modelling was used to test research hypotheses. Result: The results analysis revealed that customer experience has a significant effect on individual customer brand engagement and community customer brand engagement. In addition, individual customer brand engagement significantly impacts value co-creation. This paper contributes to consumer buying behaviour for green products during the COVID-19 pandemic.

Enhancing the Customer Brand Engagement through Brand Authenticity: The Mediating Role of Marketing Agility

Enhancing the Customer Brand Engagement through Brand Authenticity: The Mediating Role of Marketing Agility

The Mediating Effect of Online Brand Engagement on Customer Experience: An Emerging Market Perspective

ABSTRACT Of rapidly growing importance to practitioners and scholars is customer brand engagement and customer experience. The study examines the mediating effect of online brand engagement in the relationship between customer satisfaction, electronic word-of-mouth, digital platform and COVID-19 and customer experience from a developing country perspective, through the lens of the Service-Dominant Logic theory. Using the online survey method of data collection, a total of 552 valid responses were conveniently collected through a carefully designed questionnaire. The study employed the Partial Least Squares Structural Equation Modelling technique (PLS-SEM) to test the various hypotheses. The study revealed positive relationships between Covid-19, customer satisfaction electronic word of mouth and online brand engagement with the relationship being stronger for electronic word of mouth. The findings provide valuable insights into how providers of services can create valuable customer experiences through customer online brand engagement. The study emphasizes the need for business practitioners to innovatively engage their customers, particularly through electronic word of mouth in their efforts to improve customer experience with their brands.

Effect of Social Media Influencers on Consumer Brand Engagement and its Implications on Business Decision Making

The number of social media users and users accessing different social media platforms is increasing daily. For this reason, social media influencers and content marketing are increasingly important in businesses' marketing strategies. More studies on social media influencers and content marketing still need to be done since they are relatively new concepts. The research goal is to find out the impact of social media influencers and content marketing on online repurchase intention through brand trust and customer brand engagement in online shopping stores. These research findings generally found a significant positive direct impact of social media influencers and content marketing on brand trust, customer brand engagement, and online repurchase intention. The results found that content marketing was the most vital determinant of brand trust and customer brand engagement, followed by social media influencers. Additionally, brand trust is significantly influenced by customer brand engagement. Additionally, brand trust and customer brand engagement significantly and positively impacted online repurchase intention. Furthermore, social media influencers are identified as the most significant determinant of online repurchase intentions, followed by content marketing, brand trust, and customer brand engagement. The mediation analysis results revealed that customer brand engagement did not mediate the positive impact of social media influencers and content marketing on online repurchase intention. Additionally, it was found that brand trust mediates the positive impact of social media influencers and content marketing on online repurchase intentions. Future studies should continue to study social media influencers and content marketing since literature is scarce.

The effects of customer brand engagement on brand love in sharing economy

ABSTRACT Collaborative consumption has drawn the attention of both managers and researchers. However, the literature focusing on the antecedents and outcomes of brand love in collaborative consumption is not well documented. Drawing on value co-creation theory, this paper has developed and tested a model capturing the role of brand love with data collected from Airbnb consumers. The results from 380 Airbnb consumers show that consumer brand engagement, perceived authenticity, and value co-creation are key drivers of consumer’s love of Airbnb. Brand love then positively influences consumers’ intention to revisit Airbnb. However, consumer brand engagement does not directly affect revisit intention. The paper concludes with theoretical and managerial implications.

Proactive and Collaborative Strategies to Boost Customer-Brand Engagement and Experience: A Complexity Theory Approach

The online grocery industry’s swift expansion and intense competition underscore the urgency to tackle sustainable business and cost issues while adapting to consumer trends requires higher prices for continued profit. Utilizing complexity theory, the present study aims to explore the impact of proactive and collaborative strategies on customer-brand engagement and experience, ultimately fostering an increased willingness to pay a premium. Accordingly, the results (n = 406) show that proactive customer orientation and value co-creation significantly increase the customer experience and foster higher levels of customer-brand engagement, ultimately increasing willingness to pay more. Notably, the mediation analysis reveals that customer-brand engagement serves as a mediating factor in the relationship between customer experience and the willingness to pay more. This study contributes to the online grocery shopping literature by integrating proactive and collaborative strategies and investigates customer experience and engagement through the lens of complexity theory.

Analysis of Determinant Factors Customer Loyalty Towards Brand in The Telecommunication Industry With The Digitalization Paradigm

The goal of this research is to determine whether company parties have implemented engagement strategies in the current digital context. This research uses a qualitative marketing research approach. We used a digital platform for the initial data collection stage. The analysis then continued with the creation of a textual corpus. A deep understanding of consumer engagement with brands can help companies build stronger relationships with consumers, create greater value for brands, and maintain a competitive advantage in the marketplace. By paying attention to emotional, cognitive, and behavioral dimensions, companies can develop more holistic and effective strategies for managing consumer engagement and strengthening their brand positioning. Research results reveal that consumers actively seek knowledge and information to enhance their decision-making about brands and products. Mobile telecoms have well-implemented Customer Brand Engagement strategies, but they also need to have a proactive approach in dialogue with customers to maintain their engagement. This means that in addition to understanding and responding to consumer needs and desires, companies also need to be proactive in communicating with customers to strengthen their relationship and engagement with the brand. According to a careful analysis of the lexical units in cluster one, the majority come from Twitter. Cluster two highlights the comparisons that consumers make regarding the technical characteristics of products and services with those of various competitors. Meanwhile, cluster three shows that consumers are increasingly looking for personal services that can meet their needs. Cluster four warns management about loss phenomena that are specific to certain areas or regions. Finally, Cluster Five allows management to understand that consumers are currently less involved in innovative services such as payments via smartphone.

The Mediating Role of Multidimensional Customer Brand Engagement on Brand Loyalty

This study aims to analyze the influence of social media marketing efforts on brand loyalty, mediated by the multidimensional customer brand engagement in airlines in Indonesia. The object of this research is national airlines, with the population comprising respondents who follow or have interacted (such as liking, commenting, and sharing) with the social media accounts of national airlines at least once in the last 30 days. The sample used consists of 220 respondents. The analysis employed is SEM with the help of SPSS and AMOS version 23 software. The results of this study indicate that social media marketing efforts have a positive influence on cognitive engagement, social media marketing efforts have a positive influence on emotional engagement, social media marketing efforts do not have a positive influence on brand loyalty, cognitive engagement has a positive influence on brand loyalty, emotional engagement has a positive influence on brand loyalty, social media marketing efforts have a positive influence on brand loyalty mediated by cognitive engagement, and social media marketing efforts have a positive influence on brand loyalty mediated by emotional engagement.

Utilizing social media marketing (SMM) initiatives to create customer brand engagement (CBE) and brand loyalty: Mediating impacts of brand trust, brand awareness, and brand image

Utilizing social media marketing (SMM) initiatives to create customer brand engagement (CBE) and brand loyalty: Mediating impacts of brand trust, brand awareness, and brand image

Analyses of Business Attributes and Facebook Utilization: Marketing Insights

Microenterprises have a significant impact on the nation's economic development. Given the current trends in marketing, numerous organizations have adopted social media marketing. This study analyzed Facebook's business attributes and perceived effectiveness as an advertising tool for microenterprises. The researchers employed a descriptive-causal research design through random sampling of 320 registered microenterprises that utilize Facebook as an advertising tool. Findings revealed that participants were mostly under sole proprietorship, having one to three employees with an estimated asset size of less than 1,000,000 pesos and being in operation for one to three years. Customer brand awareness, product promotion, engagement reach, and sales volume were found to be highly effective in the perceived effectiveness of Facebook use. Remarkably, the business profile length of operation showed significant differences in terms of volumes of sales, whereas the number of staff in terms of customer brand awareness, engagement reach, and volume of sales; average asset size in terms of customer brand awareness and product promotion indicated significant differences to the perceived effectiveness of Facebook utilization as an advertising platform. Hence, the researchers recommended that microenterprises focus on targeted advertising, allocating advertising investment, and optimizing Facebook's advertising features.

Shopping in the digital world: How augmented reality mobile applications trigger customer engagement

The maturation and growing popularity of augmented reality (AR) technology in recent years have promoted its implementation, leading to the emergence of various AR-related applications. Integrating AR into commerce can enhance marketing initiatives by increasing popularity and brand appeal, which in turn affects customer brand engagement behavior. Consequently, brand owners and retailers are increasingly investing in the AR commercial services sector. To explore the factors that influence customer engagement with AR commercial systems, this study draws on innovation diffusion theory and flow theory and incorporates the satisfaction factor. An integrated research model is proposed to investigate the attributes of AR technology that create a flow experience for users and satisfaction with AR services, ultimately fostering customer engagement intentions. Data from 212 valid online questionnaires were analyzed using structural equation modeling. The findings suggest that both flow experience and user satisfaction are important drivers of customers' engagement with AR commercial services. Interactivity, vividness, and novelty are identified as the critical factors affecting users’ flow experience and satisfaction. The implications of the findings are discussed.

Linking customer mindsets, brand engagement, and citizenship behavior: the moderating role of brand trust

PurposeThe paper aims to explore the relationship between customer mindsets and customer citizenship behavior. This study used the cognitive-affective-behavioral model to examine how customer mindsets relate to customer citizenship behavior. In addition, it investigated the mediating effect of customer brand engagement and moderating role of brand trust.Design/methodology/approachThe study used a self-administered online survey from 412 respondents using cellular mobile operating brands. Partial least square structural equation modeling was used to analyze the collected data.FindingsThe results revealed that growth-mindset customers directly and significantly influence customer citizenship behavior. The impact of a fixed mindset on customer citizenship behavior is indirect through customer brand engagement. The moderating findings revealed that the effect of brand trust on the relationship between customer brand engagement and customer citizenship behavior is higher than that between the fixed mindset and customer brand engagement.Practical implicationsThe findings provide valuable insights for marketing and brand managers to design marketing campaigns considering different mindsets to generate customer citizenship behavior among customers.Originality/valueThis study provides new avenues in consumer psychology and behavior by unfolding the underlying mechanism through which mindsets lead to customer citizenship behavior, contributing to existing knowledge by extending the cognitive-affective-behavioral model.

Dynamics of social media involvement in building customer engagement and co-creation behavior: the moderating role of brand interactivity

PurposeAdopting a self-congruence theory (SCT) and service dominant logic (SDL)-informed perspectives; we develop a model that investigates the interface between social media involvement (SMI), self-brand congruence (SBC), customer-brand engagement (CBE), brand co-creation behavior (BCB), brand interactivity and behavioral intentions (BIN) with luxury service hotel–brands.Design/methodology/approachWe test a sample of hotel-customers to probe this matter using partial least squares structural equation modeling.FindingsThe results revealed that SBC and SMI positively impact CBE and BCB and behavioral intentions. The findings also exposed SMI’s and SBC’s indirect effect on customers' BCB and behavioral intentions, mediated through CBE. Finally, the results explored the moderating role of brand interactivity to enhance our model’s explanatory power.Research limitations/implicationsWe focus on SMI, CBE and BCB. This study contributes to the existing marketing and hospitality management research and spawns rich opportunities for further studies.Practical implicationsThe study article assists marketers in comprehending the CBE-based antecedents and consequences and facilitates their increasing CBE, BCB and behavioral intentions.Originality/valueWhile the growing insight into social media, customer engagement and co-creation within the service industries, little remains accredited concerning the link of these and related variables in the luxury hotel-brand context.

Influencer-driven loyalty: Understanding the mediating role of customer brand engagement in the relationship between social media influencers and brand loyalty

ABSTRACT Factors developing brand loyalty through social media influencers (SMIs) are immensely important to academics and marketing practitioners since it is a remarkable driver of organizational success. This research investigates the impact of SMIs homophily in developing customer brand engagement (CBE) and its impact on BL. We collected valid data from 412 respondents using laptop brands in Pakistan and used structural equation modeling to analyze the data. The findings indicate that the SMIs homophily is crucial in establishing CBE and BL. The results further show that CBE’s emotional and cognitive dimensions significantly mediate the relationship between SMIs homophily and BL. However, the emotional CBE has a stronger mediating impact on BL. The study provides valuable insights for brand managers to hire SMIs who resemble their fans to grab their loyalty toward the brand. This study unfolds new avenues in social media marketing, consumer behavior, and branding literature by understanding the association between SMIs homophily, CBE, and BL.