Relationship between online experience and customer engagement
By: Amin, Faseeh and Nika,Fayaz Ahmad
.
Material type: 
BookPublisher: Management Journal from fore Abhigyan: Quest for Excellence Description: 40(2), Jul-Sep, 2022: p.20-29.Subject(s): Brand experience, Online experience, Online shopping experience, Customer engagement, Customer brand engagement
In:
Management Journal from fore Abhigyan: Quest for ExcellenceSummary: The research on online brand experience is still evolving and modern marketers are looking at engaging their customers through pleasing online experiences. This is because engaged customers are more loyal, purchase more and spread positive word of mouth about the company. Customer engagement is often attributed to delivering of successful and positive experience to the customers. The relationship between customer engagement and experience has not been fully explored, especially in the online environment. This study looks at some of the important studies involving both online brand experience and customer brand engagement. This work also provides a theoretical framework involving the relationship between the two variables. Moreover, it also provides reasons why online brand experience should be studied as a significant antecedent of customer brand engagement within the online business environment. Future scholars can study the association between the factors under varying virtual settings.- Reproduced
| Item type | Current location | Call number | Vol info | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
Articles
|
Indian Institute of Public Administration | 40(2), Jul-Sep, 2022: p.20-29 | Available | AR127711 |
The research on online brand experience is still evolving and modern marketers are looking at engaging their customers through pleasing online experiences. This is because engaged customers are more loyal, purchase more and spread positive word of mouth about the company. Customer engagement is often attributed to delivering of successful and positive experience to the customers. The relationship between customer engagement and experience has not been fully explored, especially in the online environment. This study looks at some of the important studies involving both online brand experience and customer brand engagement. This work also provides a theoretical framework involving the relationship between the two variables. Moreover, it also provides reasons why online brand experience should be studied as a significant antecedent of customer brand engagement within the online business environment. Future scholars can study the association between the factors under varying virtual settings.- Reproduced
There are no comments for this item.