Effect Of Customer Engagement Research Articles

Can Perceived Experiential Marketing of Nutritional Meat-Based Food Enhance Repurchase Intention? The Role of Customer Engagement

Understanding the consumption experience plays a critical role in building customer-product relationships and effectively meeting customers’ changing demands. This study aims to investigate the impact of experiential consumption on customer engagement and repurchase intentions, with a focus on the high nutrient meat-based food setting. To examine this issue, this study collected data from 487 consumers who had purchased and consumed high nutrient meat (e.g., the Thai native chicken, namely Pradu Hang Dam Mor Kor 55 chicken). Using structural equation modelling with partial least squares in ADANCO software, the study found that experiential marketing dimensions exert differential effects on engagement. The results also indicate a more strongly significant effect of consumers’ behavioral (behave) experience and intellectual (think) experience on engagement, while consumers’ sensory (sense) experience and affective (feel) experience were not significant for engagement. Moreover, the effect of customer engagement on repurchase intentions was positive. The study concludes by outlining key implications that arise from the analyses, followed by avenues for further research.

Customer engagement, moral identity and oppositional brand loyalty in virtual communities

PurposeOppositional brand loyalty poses a challenge to the management of virtual communities. This study aims to categorize these loyalty behaviors into positive (willingness to pay a price premium and brand evangelism) and negative (schadenfreude and anti-brand actions) dimensions. It then explores how customer engagement and moral identity influence these dimensions in the context of brand competition.Design/methodology/approachStructural equation modeling was conducted to analyze the main and moderating effects, using survey data obtained from 498 valid responses out of a total of 636 responses from Xiaomi's virtual communities.FindingsThe results indicate that customer engagement significantly influences all four dimensions of oppositional brand loyalty. The relationship between customer engagement and brand evangelism is notably stronger among customers with a strong moral identity. Conversely, the effects of customer engagement on schadenfreude and anti-brand actions are attenuated for these customers.Originality/valueAnchored in theories of brand tribalism, social identity and brand polarization, this study bifurcates oppositional brand loyalty into directions of preference and antagonism, empirically showcasing moral identity's moderating effect. It contributes to the literature on antagonistic loyalty and moral identity, offering strategic insights for companies to navigate schadenfreude and anti-brand actions in online communities.

The effect of customer engagement on repurchase intention among Indonesia’s digital banks

A new era of banking in Indonesia has arrived with digital transformation in the banking sector. Digital banks are the main choice of young people, especially millennials and Generation Z. How to choose the ideal digital bank? This research tries to answer the question by understanding the role of customer engagement on repurchase intention. The author connects digital bank applications with customer satisfaction and customers will be committed to attaching themselves to the selected digital bank application. The author uses structural equation modeling (SEM) to test the research model with a sample of millennial and Generation Z customers (n = 200). The study results show a significant positive influence of customer satisfaction on customer engagement and repurchase intention of this generation of customers. These findings can provide input for application development and marketing strategies that suit customers, especially millennials and Z generations. Other digital application companies in Indonesia can conclude what the expectations of millennial and Generation Z customers are. To the author's knowledge, there have not been many articles discussing digital banks, the relationship between application use which is an antecedent effect on customer satisfaction, and the effect of customer engagement on repurchase intention in Indonesia.

Boosting customers’ impulsive buying tendency in live-streaming commerce: The role of customer engagement and deal proneness

With the ever-growing popularity of live-streaming commerce, it is crucial for marketers to understand how live-streaming contributes to sales. While prior studies mainly focused on customer motivations for using live-streaming commerce, few studies, to date, elucidate consumers' decision-making process in this context. Addressing this gap, we adopt the Elaboration Likelihood Model (ELM) of persuasion to examine how live-streaming influences customers’ engagement and impulse buying behavior, as moderated by their deal proneness. To explore these issues, we analyzed data collected from 735 Millennials in China using partial least squares structural equation modeling (PLS-SEM). The findings show that factors characterizing the ELM-informed central (i.e., product information quality, streamer interaction quality, and streamer credibility) and peripheral (i.e., review consistency) routes exert positive effects on customer engagement and impulse buying. Moreover, deal proneness was found to moderate the relationship between engagement and impulse buying. The findings offer valuable insight for e-tailers seeking to encourage impulsive buying among millennial shoppers. Specifically, they highlight the role of central- and peripheral route factors in promoting customer engagement and impulsive buying, with the effect of customer engagement on impulsive buying being contingent on deal proneness-based differences among millennial shoppers.

The Effect of Customer Engagement and Social Media Marketing on Brand Loyalty on Shopee Application User

Competition between marketplaces is competing to provide the best platform for online shopping. Therefore, companies need to pay attention to variable such as consumer engagement and social media marketing which attract users and influence customer loyalty so that they continue to be loyal to use their platform. his study aims to investigate the influence of consumer engagement and social media marketing on brand loyalty among Shopee app users in Surabaya. This research was conducted using a quantitative approach and involved 96 respondents as the sample. The sample was selected using purposive sampling method with snowball sampling approach. The data used consisted of primary data and secondary data. The analysis method applied is component-based structural equation modeling (SEM), using the partial least square (PLS) analysis tool with validity test, reliability test and hypothesis testing.The results of this study prove that: (1) Customer Engagement has a positive and significant effect on Brand Loyalty. (2) Social Media Marketing has a positive and significant effect on Brand Loyalty.

The Effect of Customer Engagement in Social Media and Purchase Intention in The Malaysia Hotel Industry

The Effect of Customer Engagement in Social Media and Purchase Intention in The Malaysia Hotel Industry

The Effect of Customer Engagement on Purchase Intention in Kimia Farma Services in Surabaya

purchase intention in Kimia Farma services in Surabaya. Data were collected through a survey with 106 respondents. The data used in this study is primary data obtained from online questionnaires. The respondents of this research are members of Kimia Farma who shop in in Kimia Farma. The sampling technique used was non-probability sampling. This research is quantitative research with statistical testing using Structural Equation Modeling (SEM) with Partial Least Square (PLS) is used to perform data analysis. In this study it was found that there is a positive influence between customer engagement and perceived value. There is a positive influence between customer engagement and customer satisfaction. There is a positive influence between customer engagement and purchase intention. There is a positive relationship between perceived value and customer satisfaction. There is a positive influence between perceived value and purchase intention. There is a positive influence between customer satisfaction and purchase intention. There is a negative influence between customer uncertainty and purchase intention.

The Effect of Customer Engagement, Content Personalization, and Trust on Purchasing Decisions in Indonesian E-commerce: A Case Study on the Fashion Industry

An in-depth understanding of the elements influencing consumer behavior is necessary given the constantly changing environment of e-commerce in the Indonesian fashion industry. This study looks into how trust, content personalization, and customer engagement affect consumers' decisions to buy. Using Structural Equation Modeling, a quantitative analysis examines a sample that reflects the heterogeneous consumer base of Indonesian e-commerce. The measuring model demonstrates strong psychometric qualities, and analyses of discriminant validity attest to the latent constructs' uniqueness. Fit indices support the structural equation model's suitability, while regression analysis demonstrates the importance of trust, content personalization, and customer engagement in influencing purchase decisions. Future research directions and their practical implications for enterprises are highlighted.

Effect of Customer Engagement on Customer Value Creation and Subjective Well-being

Purpose: This study analyzes the intermediate effect of customer value creation on the relationship between customer engagement and subjective well-being. It highlights the importance of customer engagement and interest while, validating the impact of customer's psychological happiness and satisfaction through customer value creation.Methods: Using the SPSS Ver.21.0 program as an analysis method, this study performed frequency analysis, factor analysis, reliability analysis, and three-stage mediated multi-regression. The survey included 240 customers who experienced experience and demonstration services at the cosmetics stores in Seoul and the metropolitan area from December 3 to 31, 2021. For the analysis, 232 samples were used, excluding 8 samples that were deemed unusable.Results: First, customers who experienced experience and demonstration services in cosmetics stores have a positive effect on customer value creation. Furthermore, this positive effect extends to customers' psychological well-being and satisfaction. Second, in the context of the relationship between customer information and subjective well-being, customer value creation has been demonstrated to have a partial mediating effect.Conclusion: Experience and demonstration services offer by cosmetics stores with high-quality content can enhance customer participation and encourage active customer engagement. Consequently, they contribute in, improving functional satisfaction, enjoyment and social value for customers. By efficiently achieving mutual value creation between companies and customers through leveraging such customer information, these services can function as strategic marketing tools. Moreover, they play a crucial role in completing the image improvement of companies and their cosmetic products by projecting customers' happiness on to cosmetics and services offered.

The Effect of Customer Engagement on Customer Loyalty Through Customer Satisfaction at Shopee

This study aims to determine whether Customer Satisfaction (Z) completely mediates or partially mediates the relationship between Customer Engagement (X) and Customer Loyalty (Y). The research problem addressed the lack of loyalty towards the Shopee marketplace, as preliminary survey results indicated obstacles such as difficulties in returning products and funds, inability to choose preferred shipping services, and negative experiences that deterred revisiting the Shopee website. The sample for this study consisted of students in Kuningan Regency. The author employed the survey method and distributed questionnaires through Google Forms to 140 respondents. Data collection was conducted using questionnaires, and the measurement used an interval scale. The data obtained were analyzed used the mediation regression analysis method, which involved testing simple regression analysis and multiple regression analysis to determine whether Customer Satisfaction (Z) completely mediates or partially mediates the relationship between Customer Engagement (X) and Customer Loyalty (Y). The analysis was performed used Statistical Program for Social Sciences (SPSS) version 23. The testing results of the proposed hypotheses led to the conclusion that (1) Customer Engagement has a positive and significant influence on Customer Loyalty. (2) Customer Satisfaction (Z) completely mediates the relationship between Customer Engagement (X) and Customer Loyalty (Y).

The effect of customer engagement on customer loyalty: indication from the insurance industry in Jordan

The effect of customer engagement on customer loyalty: indication from the insurance industry in Jordan

Social Media Marketing Activities (SMMAs) as Stimulus on Purchase Intention with Customer Engagement as Mediator on @avoskinbeauty TikTok’s Account

Aims: This research will look at the extent of the influence of Social Media Marketing Activities carried out by Avoskin Beauty to market their products so that potential; consumers are interested in buying products offered by Avoskin Beauty which are mediated by Customer Engagement.
 Study Design: A quantitative approach used a questionnaire comprising 205 respondents through purposive sampling.
 Place and Duration of Study: This study was taken place at Pontianak, West Kalimantan with Social Media TikTok as a background study and was conducted between July 2022 and December 2022.
 Methodology: We included 205 respondents (166 female, 39 male; age range 17-30 years) who know Avoskin products through TikTok social media and follow the TikTok account @avoskinbeauty. Sampling locations were carried out by distributing questionnaires online in various cities in Indonesia.
 Results: These results indicate that the t-count values for the Social Interaction, Sharing of Information, Surveillance, and Attraction variables on Customer Engagement and the effect of Customer Engagement on Purchase Intention are more significant than the t-table value of 1.96. Likewise, the p-value obtained shows a value smaller than 0.05 (α = 0.05). Based on these results, it can be stated that the variables Social Interaction, Sharing of Information, Surveillance, and Attraction have a significant influence on Customer Engagement, and Customer Engagement has a significant influence on Purchase Intention.
 Conclusion: This study illustrates that marketing through social media, primarily through the TikTok platform, can be a favorable consideration for business people who want to market their products to attract broad market attention. The Social Media Marketing Activities studied have a substantial effect on giving the interest to have the intention to buy the products offered. It can be a consideration for prospective business people and interested stakeholders to create a sustainable business with relevant opportunities in the present.

The Effect of Influencer Marketing and Content Marketing on Customer Engagement and Purchase Decisions on Followers

Aims: This study aims to analyze the effect of influencer marketing and content marketing on consumer purchase decision and customer engagement as mediating variables at Mitra Jawi Pontianak.
 Study Design: A quantitative approach was used to investigate this study, and as many as 204 respondent who met the required requirements participated.
 Place and Duration of Study: The study was taken place at Pontianak, West Kalimantan with Mitra Jawi Pontianak as a background study and conducted between September 2022 and November 2022.
 Methodology: The samples included a total of 204 respondents (68 men, 136 women; age range 17-50years). The sample criteria in this study were all the followers of Instagram account of Mitra Jawi Pontianak. Researchers used AMOS 24 software and structural equation modelling (SEM) to process the data.
 Results: The influence of influencer marketing on customer engagement is 6.049, more significant than the t-table value (1.96). Likewise, the p-value < 0.001, smaller than 0.05 (α = 0.05). It show that influencer marketing positively and significantly affects customer engagement. For the second hypothesis, the t-value, the effect of content marketing on customer engagement is 6.724, and the p-value < 0.001. It proves that content marketing positively and significantly affects customer engagement. For the third hypothesis, the t-value, the effect of customer engagement on purchase decisions is 4.246, and the p-value < 0.001. It shows that customer engagement positively and significantly affects purchase decisions. For the fourth hypothesis, the t-value, the effect of influencer marketing on purchase decisions is 2.317, and the p-value < 0.001. It show that influencer marketing positively and significantly affects purchase decisions. For the fifth hypothesis, the t-value, the effect of content marketing on purchase decisions is 2.379, and the p-value < 0.001. Thus, content marketing has a positive and significant effect on purchase decisions. 
 Conclusion: The study was carried by taking a sample of Mitra Jawi’s Instagram account followers. Both influencer marketing and content marketing positively and significantly influences customer engagement at the Mitra Jawi Pontiana. Also, the data indicate influencer marketing and content marketing positively and significantly influences consumer purchase decision at the Mitra Jawi Pontianak.

The Effect of Customer Engagement in the Relationship between Brand Commitment and Customer Retention

The Effect of Customer Engagement in the Relationship between Brand Commitment and Customer Retention

Customer Engagement in Social Media Brand Community

Given the growth of Social Networking Sites (SNS), especially Facebook, companies have commenced engaging with customers in this newly emerged digital space. This study investigates the role of brand trust and brand love in enhancing engagement throughout Facebook. The effect of customer engagement on brand loyalty is also examined. Data was collected using a survey of 400 Syrian fast-food customers. The model is examined by structural equations modeling (SEM). The findings revealed that brand trust and brand love are considered drivers of customer engagement, also brand loyalty is an outcome of customer engagement. Moreover, the finding provides a model which brand managers can follow to build brand loyalty. It will add value in the field of Brand Management.

Research on the Factors Affecting Customer Engagement in Social Commerce from the Perspective of Two-Factor Theory

As a new type of business model, social commerce has attracted more attention. we propose a model to explore the factors influencing customer engagement by using the two-factor theory, as well as the effect of customer engagement on subsequent participation behavior. The results show that both social support and self-congruence have a positive impact on customer engagement, while perceived engagement risk and perceived commerce risk have a significant negative impact on customer engagement, moreover, customer engagement is positively related to social sharing and purchase intention. In addition, this paper verifies the comparative effect of social commerce platforms. The results show that there are significant differences in social support and self-congruence between e-commerce and social media platforms.

The Effects of Customer Engagement and Brand Trust on Brand Loyalty: A Case Study of BPJS Healthcare Participants in Indonesia

The Effects of Customer Engagement and Brand Trust on Brand Loyalty: A Case Study of BPJS Healthcare Participants in Indonesia

CUSTOMER ENGAGEMENT IMPACTS TOWARDS PURCHASE INTENTIONS IN THE ONLINE TRAVEL AGENT INDUSTRY

This study attempts to investigate the effect of customer engagement which represented through surveillance, social interaction, sharing information, attraction, and social influence on OTA‟s (Online Travel Agency) customer engagement in social media such as Facebook, Twitter, and Instagram about its connection to purchase intention. The importance of this research is to understand the customer engagement level necessary to satisfy the needs of social media users that can lead to purchase intentions. The questionnaires used convenience sampling with totals of 30 questions and 200 respondents within the scope of Java Island Indonesia. Partial Least Square was used to analyze the data and six hypotheses were tested with five independent variables which are surveillance, social interaction, sharing information, attraction, and social influence. One mediating variable which is customer engagement, and one dependent variable purchase intention. The findings of this research are showing that OTAs are better if they focus on social influence, social interaction, and sharing information to increase customer engagement and ultimately create the intention to purchase for customers.

THE EFFECT OF CUSTOMER EMPOWERMENT AND CUSTOMER ENGAGEMENT ON MARKETING PERFORMANCE: THE MEDIATING EFFECT OF BRAND COMMUNITY MEMBERSHIP

This study aimed at examining the mediating role of brand Community membership on the effect of customer empowerment and customer engagement on marketing performance. The population of the study contained students of universities in the North Region of Jordan. A total of 1320 questionnaires were administered to sample members, and 895 questionnaires were returned completed. Data analysis indicated a significant partial mediation of brand community in the effect of customer empowerment on customer satisfaction but not in the effect of customer engagement and customer loyalty.Interestingly, the results confirmed that employee engagement is more important for organisations to ensure customer loyalty. The effect of customer empowerment on customer satisfaction was mediated by the customer’s membership to the brand community. Thereupon, organisations should ensure put their customers’ engagement as a priority. Further research is required to investigate the predictability of both customer satisfaction and engagement using different samples from several settings.

Customer Engagement in Sports and its Impact on Brand Strength and Brand Equity through Social Media

Extended abstract Due to the increasing competition in almost every market and industry, today the companies should have a better understanding of their customers’ needs and expectations in order to stay competitive and generate profits (Cambra-Fierro, Melero-Polo & Vasquez-Carrasco, 2013). However, a company should not only aim to make a brand more attractive than competitors’ brands and cover consumers needs in a better way but also to turn the consumer into a fan of the brand by make him to want to get involved and associate with the brand (Prahlad & Ramaswamy, 2004). This idea is expressed by the concept of customer engagement. In the sport context, usually the term customer engagement is replaced by the term fan engagement. According to (Yoshida et.al., 2014) fan engagement consists of three dimensions: a) management cooperation, b) prosocial behavior, and c) performance tolerance. Despite the plethora of studies regarding customer engagement in many different industries, there is no an established scale for measuring customer engagement in sports context. However, the existing literature focused on the relationship and measurement of customer engagement based on a) non-transactional behaviors and (b) transactional behaviors. This behavioral approach of conceptualization of sports customer engagement is the most common, but in most cases the various researchers use different approaches. Regarding non- transactional behaviors include different aspects such as: performance tolerance (De Ruyter & Wetzels, 2000), increase of self-esteem by basking in reflected glory and cutting off reflected failure (Cialdini, Borden, Thorne, Walker, Freeman, & Sloan, 1976 cited in Yoshida et al., 2014), participation in memorable marketing events (Jowdy & McDonald, 2002), social interaction with friends and peers (Holt, 1995), participation and involvement on fans community-related behavior (Fisher & Wakefield, 1998), and positive word of mouth behavior (Swanson, Gwinner, Larson & Janda, 2003). Some of the above behaviors are self-oriented (e.g., basking in reflected glory), whereas other behaviors are team-oriented. Regarding the transactional behaviors, academic literature has focused on multiple and different subjects. Some of the findings include the relationship between customer engagement and games attended (Funk & James, 2001), the positive relationship of purchase intention and customer engagement (Kumar et. al., 2010) and the effect of customer engagement on the maintenance of a long-term relationship with a sports team (Jowdy & McDonald, 2002). Additionally, many sports organizations have understood the importance of adopting relationship-marketing strategies in order to nurture long-term relationships with customers, (i.e. fans) (Williams and Chinn, 2010). Several relationship-marketing goals align perfectly with those of the sporting industry. A sports organization’s main objective is to build relationships that will intensify fan loyalty to help build their brand (Stravos et al., 2008). “Customers, in this case fans, may then become long-term and enthusiastic advocates with whom lasting relationships can be maintained” (Williams & Chinn, 2010). Similar to relationship marketing, “building, enhancing, and maintaining a good relationship with fans is perhaps the most fundamental principle of sport marketing” (Kim & Trail, 2011). A limited amount of academic research has been done in the field of relationship marketing in sports. Gladden and Sutton claimed that there is insufficient research on the key factors determining how a good relationship between consumers and the sports organization should be structured (2009). In sports, relationship marketing may be of greater advantage if we consider that sports supporters are highly involved consumers (Shani, 1997) and active contributors (Williams & Chinn, 2010). Through social media, sports organizations should build relationships with supporters, not only as customers, but also as collaborators, intermediaries, and influencers (Williams & Chinn, 2010). Social media allows consumers “to develop their own voices in the form of customer reviews, innovative ideas, and opinions” (Williams & Chinn, 2010). This exploratory research aims to assess the relationship between brand image and consumers preferences. Additionally, other brand features such as brand awareness and brand loyalty will also be assessed on their impact on consumers preferences. The final sample size was 374 sports supporters and the analysis was made with SPSS. The findings among other suggest that customer engagement presents positive correlation with all consumer behavior variables (purchase intention (r = .701),referral intention (r = .254), repeat purchases (r = .352), brand loyalty (r = .500), brand awareness (r = .481), and brand image association (r = .498). Finally, a prediction model was created and predicts 63.1% of the variance of purchase intention. Keywords: Customer engagement, social media, brand equity