Influence Of Customer Engagement Research Articles

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.

The Customer Engagement Effect on Customer Loyalty (Case Study: Marketplace Retailer)

This research aims to determine the effect of customer involvement on customer loyalty in marketplace retailers. This research uses quantitative methods using data collected through questionnaires from marketplace consumers. Using sequential equation modelling (SEM), the data set was analyzed to observe the significance of the relationship to see the role of customer engagement on customer loyalty. This research is included in explanatory research using a sample of 104 respondents taken from the consumer population of marketplace users. Sampling used a purposive sampling technique with sample characteristics such as age, occupation, and income. The test tools used to test this research instrument were validity tests, reliability tests and classic assumption tests. Hypothesis testing is carried out using the t-test. The results of the research show that there is an influence of customer engagement on customer loyalty, proven by a significance value of <0.01, which is smaller than the alpha value of 0.05. This research highlights the importance of customer involvement to increase customer loyalty as proven by research results of 67.6% of variable X affecting variable Y, where Customer Engagement has a positive influence on Customer Loyalty.
 Keywords: Customer, Engagement, Loyalty, Effect, Marketplace Retailer

Prediction of Customer Engagement Response to E-wallet Content Based on Machine Learning Using Combined E-Wallet Dataset and Individual E-Wallet Dataset

Objectives: The COVID pandemic proved that humans are not hesitant to adopt technology in the banking industry, especially as a method of payment. In Indonesia, this fact is demonstrated by the value of e-wallet transactions in 2021 which reached 18,5 billion USD. The implementation of QRIS (Quick Response Code Indonesian Standard) in the payment systems of e-wallets compels every e-wallet provider to intensify their marketing activities to overcome competitors. Previous studies on this topic primarily focused on factors that influence customer engagement on social media using traditional approaches, such as interviews and statistical methods to process the data. This research aims to overcome the limitations of previous research by using machine learning methods in predicting the customer engagement type of primary data collected directly from social media in this case Twitter.Methodology: In this paper, we propose the application of machine learning methods such as XGBoost, Random Forest, Decision Tree, and KNN to predict the most likely engagement type of a tweet related to e-wallet content using 15.756 data which are directly collected from Twitter.Finding: This research successfully found that XGBoost and KNN are the machine learning algorithms that perform best and the results in prediction from using the combined dataset and the individual e-wallet brands dataset are similar.Conclusion: Even though the prediction accuracy in this research is good, this research still has many limitations. Thus, future research in the same field would benefit from a larger amount of data to accommodate machine learning algorithms that are more complex like deep learning.

The Impact of Information Content and Entertainment Content on Customer Engagement and Customer Loyalty: A Study on Scarlett's Customer Base

Purpose: The primary objective of this study is to comprehend the influence of two distinct types of content on customer engagement and loyalty, with a specific emphasis on the Instagram platform. Additionally, the research seeks to investigate how the content on Instagram can impact consumer engagement behaviors and loyalty toward Scarlett products.
 Method: Data for this study were collected through a survey link. The survey was distributed to 223 participants, with 176 respondents actively participating. However, only 147 questionnaires met the established criteria for inclusion, as the remainder still needed to satisfy the stipulated requirements. The data analysis was conducted utilizing the SmartPLS4 software.
 Result: The findings of this study indicate that both informational and entertainment content significantly influence customer engagement and loyalty. However, it is noteworthy that customer engagement, as identified in this research, has little impact on customer loyalty. Consequently, it is imperative to create and reinforce all facets of informational and entertainment-based content. Doing so will stimulate more active engagement from social media followers, directly influencing customer loyalty.

Customer Engagement, Customer Satisfaction, Customer Commitment And Customer Loyalty

This research is quantitative research with a causal relationship to determine the direct influence customer engagement, customer satisfaction, customer commitment to customer loyalty and knowing the indirect effects, customer engagement, customer satisfaction, customer commitment to customer loyalty on the Tokopedia application. Data collection was carried out using the information gathering method through a survey with a questionnaire. The population in this study is someone who has used Tokopedia, regularly uses Tokopedia, lives in Jabodetabek and is at least 17 years old. The questionnaire collected 120 respondents using the Hair et al. (2019) Questionnaires collected from 120 respondents. The sampling method used is non-probabilitysampling with techniques purpose sampling. Based on the research results, 7 hypotheses can be accepted, namely customer engagement influential customer commitment, customer satisfactioninfluential customer commitment, customer engagement influential customer loyalty, customer satisfaction influential customer loyalty, customer commitment influential customer loyalty, customer engagement influential customer loyalty in mediation customer commitment, customer satisfaction influential customer loyalty mediated customer commitment. Therefore, it is important for the Tokopedia platform to improve customer engagement which can improve customer loyalty. The aim of this research is to determine the direct effect customer engagement, customer satisfaction, customer commitment to customer loyalty and also to determine the indirect influence of customer engagement, customer satisfaction, as well as customer commitment to customer loyalty shown to consumers using the Tokopedia application.
 
 Keywords: customer engagement, customer satisfaction, customer commitment, customer loyalty

Consumer Responses to Elements of Visual Esthetics on a Brand’s Instagram Page

The current study investigates the influence of visual complexity and color harmony, two important aspects of visual esthetics in the online context, on customer engagement and word-of-mouth (WOM) transmission. We further examine whether consumer expectations and self-concept congruence operate as critical boundary conditions for the effect of these esthetic factors. The study uses an experimental design in which 402 respondents viewed researcher manipulated Instagram brand pages with varying levels of visual complexity and color combinations. The results show that independently, high levels of visual complexity, and complementary color combinations evoked greater consumer engagement and positive WOM intentions. Engagement levels declined when analogous color combinations were used on Instagram pages with high visual complexity and complementary colors on low visual complexity pages. Additionally, consumer engagement mediated the relationship between the visual esthetic elements and WOM transmission. Consumer expectations emerged as an important moderator of the effect of visual complexity on engagement but our prediction regarding the moderating effect of self-concept congruence was not supported. The results of this study contribute to a deeper understanding of the underlying process by which visual esthetic elements on image-centric platforms, like Instagram, interact to influence customer engagement and WOM.

Determinants of Customer Engagement: Role of User-Generated Content

This study aims to investigate the role of User-Generated Content (UGC) in customer engagement by identifying the factors that influence customer engagement on social commerce sites. Data (n=307) were collected through an online survey. The data analysis was done through factor analysis and multiple regression. The research model was developed using Ducoffe’s [1] model. The result of data analysis reveals that Informativeness, Credibility, Relevancy, and Irritation of the UGC influence people’s perception of the value of the UGC, which will eventually lead to customer engagement intention. Entertainment was not able to contribute to the perceived value of UGC. The finding of this study will help marketers develop a strong brand by identifying the factors that encourage customers to participate in creating UGC. This study was the first study that used Ducoffe's [1] model to examine the role of UGC on customer engagement.

The influence of Customer Engagement and Financial Literacy on Loyalty is mediated by Customer Trust.

Objective – Using data from Bank Group Based On Core Capital (GBCC) 4 in Jabodetabek, this study aimed to assess and validate the significance of customer trust in moderating the influence of customer engagement and financial literacy on customer loyalty. Methodology – With the use of a causal approach and a total sample size of 253 respondents, the descriptive quantitative technique was employed in this study. The data were then analyzed using the PLS SEM (Partial et al. Model). Findings and Novelty – This study's findings show that while customer interaction has no effect on consumer trust, financial literacy does. consumer trust is a mediator between financial literacy and consumer loyalty. Customer trust does not act as a mediator between customer engagement and customer loyalty. Type of Paper: Empirical JEL Classification: D11, D18, I22. Keywords: Financial literacy; Customer Engagement, Customer Trust, Customer Loyalty Reference to this paper should be made as follows: Cahaya, Y.F; Riwayati, H.E; Markonah, M. (2023). The influence of Customer Engagement and Financial Literacy on Loyalty is mediated by Customer Trust, J. Fin. Bank. Review, 8(2), 97 – 104. https://doi.org/10.35609/jfbr.2023.8.2(2)

How gamification elements benefit brand love: the moderating effect of immersion

PurposeA gamification approach uses game components in non-game services to increase customer engagement and loyalty. This study aims to investigate the relationships between gamification elements, customer engagement, immersion and brand love.Design/methodology/approachUsing the most popular gamification feature in Indonesian e-commerce, namely Shopee Games. The Snowball sampling technique was used. The data were collected from 355 Indonesians who played Shopee Games. AMOS 28.0 was used to analysis on the data.FindingsThe gamification elements of challenges, points and enjoyment positively influence customer engagement. Moreover, customer engagement positively influences brand love, which is increased by the moderation of immersion. In addition, customer engagement mediates the relationships between the gamification elements of challenges, points, enjoyment and brand love.Originality/valueThis study identifies the critical elements of gamification in e-commerce platforms. In addition, based on the S-O-R model, this study contributes to research on how customer engagement plays an intermediate variable in the gamification-brand relationship. As conceptual and empirical research on this topic is still underdeveloped, this study provides fresh insights into gamification-oriented brand marketing practices. It offers significant theoretical and managerial implications from an integrated perspective.

Understanding the Factors Influencing Customer Engagement in Online Grocery Shopping: A Multi-dimensional Approach

Understanding the Factors Influencing Customer Engagement in Online Grocery Shopping: A Multi-dimensional Approach

Influence of individual and social values on customer engagement in luxury thermal spa hotels: The mediating roles of perceived justice and brand experience

This study aims to examine how values (i.e., individual and social values) influence customer engagement after managing a service failure in the thermal spa hotel context, and the mediating roles of perceived justice and brand experience. The data was collected from a survey of guests of luxury thermal spa hotels in Portugal, and the research model was assessed using partial least squares structural equation modeling. The results show that individual values affect perceived justice and brand experience, which in turn contribute to a higher level of customer engagement. Brand experience is a better mediator of the relationship between individual values and customer engagement than perceived justice. The novelty of this study is highlighted by the mediating effects of perceived justice and brand experience on the relationship between individual values and customer engagement.

How IT affordances influence customer engagement in live streaming commerce? A dual-stage analysis of PLS-SEM and fsQCA

Engaging customers and building loyalty are crucial for operators who embrace live streaming. While previous research has identified many social and technical factors that assist operators in engaging their customers, few studies have examined customer engagement from a sociotechnical perspective (i.e., IT affordances). To fill the gap, a theoretical model grounded in the stimulus-organism-response (SOR) framework is developed to explain how IT affordances (i.e., metavoicing, visibility, and guidance shopping affordance) influence customer engagement through swift guanxi and perceived enjoyment in live streaming. To test the model, a survey with 371 valid samples was carried out and a dual-stage analysis using partial least squares-structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA) was employed. PLS-SEM results reveal that IT affordances in live streaming indirectly affect customer engagement through swift guanxi and perceived enjoyment. Additionally, fsQCA suggests that two different configurations with high or low visibility affordance can lead to the same outcome of high customer engagement. These findings offer insights into how IT affordances can promote customer engagement and assist operators of live streaming commerce (LSC) in developing effective strategies to engage their customers.

The Impact of Customer Engagement on Brand Loyalty: The Mediation Roles of Brand Attachment and Customer Trust

This study explores the influence of brand love and brand experience on customer engagement and then the influence of customer engagement on brand loyalty directly or mediated by brand attachment and customer trust in cosmetic industry brands in Indonesia. This research was conducted in 2022 by involving 202 respondents using Instagram who is women of the millennial generation in Indonesia. Quantitative research using the Structural Equation Model (SEM) method with data analysis using SmartPLS. Some of the findings in this study are that brand love and brand experience indirectly affect brand loyalty mediated by brand attachment and customer trust. Meanwhile, customer engagement does not have a direct influence on increasing brand loyalty directly. The managerial implications of this research for industry practitioners and researchers are to build strong brand love, and brand experience will be able to create customer engagement, then loyalty to the customer's brand will be higher when the brand can strengthen customer engagement which then creates brand attachment and customer trust

Understanding the role of streamers in livestreaming commerce: a vocal–visual perspective

Despite streamers having earned widespread attention, no studies have explored the relationship between streamers and customer engagement from a vocal–visual perspective in the livestreaming commerce context. Drawing on the elaboration likelihood model, we examine how streamers’ speech rate and facial attractiveness influence customer engagement using 434 pieces of unstructured livestreaming video data extracted from Taobao. The findings show that speech rate is positively related to customer engagement behaviors. Facial attractiveness has a significant positive effect on the number of comments and viewers obtained, but it has no impact on the number of likes received in a livestream. Speech rate and facial attractiveness demonstrate a significant interaction effect, increasing customer engagement behaviors. Additionally, the numbers of comments and viewers obtained are positively related to sales performance. These results offer new insights into the vital role of streamers and provide practical implications for improving customer engagement in livestreaming commerce.

Research on the Impact of Multi-channel Integration Quality on Customers’ Engagement Behavior

In the face of increasingly fierce market competition, many new retailers adopt online and offline multi-channel integration to enhance their attractiveness and competitiveness, and customer engagement behavior not only provides a new way of marketing management for new retailers, but also contributes to the increase of actual performance level. To elucidate the mechanism of the multi-channel integration quality of new retail companies on customer engagement behavior, a pioneering model was constructed by introducing product involvement as a mediating variable and regulatory orientation (promotion orientation and defense orientation) as a moderating variable. 510 consumers with shopping experience in the same new retail company were selected for the empirical study. The findings of the study are as follows: the multi-channel integration quality (transparency of service construction, freedom of channel choice, process consistency and information consistency) significantly affects customer engagement behavior; new retail companies should enhance product involvement by improving the attractiveness of the product itself, so that consumers can enhance product involvement and thus influence customer engagement behavior; compared with defense orientation consumers, product involvement has a more significant positive impact on promotion-oriented consumers and is more likely to lead to customer engagement behavior. The above findings imply rich managerial insights that new retailers in different categories can further enhance their competitiveness by improving the multi-channel integration quality and thus influencing customer engagement behavior.

The mechanism of the role of online servicescapes on customer engagement in gaming communities - mediated by customer psychological ownership

In recent years, the virtual brand community has become a platform for customer communication based on the Internet. This paper uses the base of the research results on online servicescapes, customer engagement, customer psychological ownership and customer service appropriation. It builds a theoretical model of online service scenario on customer engagement based on the game community. The results of the study show that: online service scenarios positively influence customer engagement; customer psychological ownership mediates the path of aesthetic appeal and financial security of online service scenarios on customer engagement; and customer service appropriation moderates the relationship between aesthetic appeal, financial security, customer psychological ownership and customer engagement. The results of this study will help academics and industry to understand better the utility of the dimensions of online servicescapes on customer engagement and provide managers with some ways to improve their communities.

Does Live Stream Selling Affect Customer Engagement and Purchase Intention? The Shopee Live Platform Case Study

Does Live Stream Selling Affect Customer Engagement and Purchase Intention? The Shopee Live Platform Case Study

Customer perspectives on demand response in Europe: a systematic review and thematic synthesis

Residential demand response is increasingly recognized as a valuable tool to increase power-system flexibility and to improve integration of renewable energy sources in the sustainable energy transition. However, low customer participation and engagement is one of the barriers hindering widespread implementation of residential demand response. To improve understanding of the factors influencing customer engagement in residential demand-response programs, this article investigates associated customer experiences and attitudes. This study is based on a systematic review and thematic synthesis of findings from past demand response-pilot projects. By synthesizing findings from multiple sources, the article provides insights into the customer perspective to inform the development of customer-oriented demand-response services and products. The results indicate that customer engagement in demand-response programs is influenced by multiple factors, including motivation, interaction and communication, and feedback. Particularly highlighted is the value of social interaction and support as well as the importance of customer education and easily interpretable information. To promote customer engagement, the electric utility industry should place more focus on building customer relationships and integrating customer perspectives into the design of demand-response programs.

Exploring the Role of Influencers and Customer Engagement on Purchase Intention in TikTok Live Streaming Shopping

Purpose – The purpose of this study is to explore the role of influencer and customer engagement on purchase intention of live-streaming shopping, taking the TikTok platform as an example. The factor that affects customer engagement is customer trust.
 Design/Methodology/Approach – This study examines the variables affecting customer engagement and purchase intention using secondary data analysis and archival research techniques. 400 respondents of TikTok's live streaming shopping service provided the information. Additionally, this study adopted three frameworks from other studies in order to create a new conceptual framework.
 Findings – This study examines the factors influencing customer engagement and purchase intention. The results of the study showed that Customer trust (trust in community members, broadcast and product) has an impact on customer engagement. Furthermore, purchase intention is influenced by customer engagement and Influencers’ credibility in (attractiveness, trustworthiness and expertise).
 Research Limitations/Implications – Researching the variables that affect customer engagement and purchase intention has several limitations. This study's findings may not be entirely applicable to companies who operate on other live streaming platforms since this study was based on users of the TikTok platform.
 Originality/value - This study is on the important influencing variables of customer engagement and purchase intention.

How perceived attributes of livestreaming commerce influence customer engagement: a social support perspective

PurposeThe boom in livestreaming commerce (LSC) has brought significant changes to social interaction methods. Understanding customer engagement in LSC is critical for online sellers who try to enhance the social influence and improve marketing effectiveness of LSC. Based on the stimulus–organism–response (S–O–R) paradigm, this study aims to develop a model to investigate the effects of perceived attributes of LSC (real-time interaction, perceived proximity and perceived authenticity) on social support (informational and emotional support) and subsequent engagement.Design/methodology/approachAn online survey is conducted to collect data from LSC customers, and data are analyzed using SPSS and SmartPLS.FindingsThe results indicate that informational and emotional support are positively affected by real-time interaction, perceived proximity and perceived authenticity. In turn, informational and emotional support enable and mediate the prediction of customer engagement intention in LSC.Originality/valuePrior LSC studies tend to focus on the motivation influencing LSC engagement from the perspective of perceived value. This study confirms the importance of perceived attributes of LSC in driving customer engagement from the perspective of social support.