• Journal of the Korean Society of Clothing and Textiles
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• v.44 no.3
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• pp.499-515
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• 2020

This study develops and empirically tests a comprehensive model of consumers' brand page experiences that illuminates dynamics among perceived values (practical value, stimulation, enjoyment, and social identification), brand page engagement dimensions (cognitive engagement, affective engagement, and behavioral engagement) and brand loyalty. An online survey was employed for data collection. We collected 358 usable responses for data analysis. Structural equation modeling results show that three dimensions of perceived values (practical value, perceived enjoyment, and social identification) positively affect brand engagement dimensions, while perceived stimulation affects affective engagement only. As for the roles of brand page engagement, affective and behavioral engagement positively influence brand loyalty. This study demonstrates how consumers' perceived values of brand page experience influence each dimension of brand page engagement and how each dimension has a different impact on brand loyalty. The results of this study provide substantive contributions to the consumers' brand page experience and engagement literature and brand page management on social media for developing brand loyalty.

• Journal of Information Technology Applications and Management
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• v.30 no.4
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• pp.65-76
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• 2023

On social media, companies create brand experiences while customers actively seek, consume, and generate brand-related content. Customer engagement plays a vital role in the marketing performance of social media-driven brands. This study explores the positive relationship between brand authenticity, aligning brand identity with image, and self-brand connection, aligning brand identity with consumers' self-concepts, on customer engagement and its subsequent impact on brand loyalty. The study surveyed 243 consumers engaged with brand-related social media content, validating hypotheses using structural equation modeling. Results confirmed that brand authenticity and self-brand connection positively affect customer engagement, which, in turn, boosts brand loyalty. These findings highlight the importance of companies enhancing brand authenticity and self-brand connection to drive customer engagement, with theoretical and practical implications provided.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.11
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• pp.317-324
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• 2021

This study aims to analyze how to increase the brand loyalty of BPJS Healthcare participants who are Muslim in Indonesia by increasing customer engagement and brand trust. This study is based on the premise that effective customer engagement is the first step toward gaining brand trust and loyalty. The five dimensions of customer engagement, namely enthusiasm, attention, absorption, interaction, and identification, were tested on how they affect brand trust and brand loyalty. This research was conducted by distributing questionnaires to 216 Muslim respondents who were BPJS Health users from six Islamic hospitals in Central Java, Indonesia. Data analysis was performed using a regression test with SPSS. The results showed that the dimensions of customer engagement consisting of enthusiasm, attention, and absorption had a significant effect on brand trust. Meanwhile, the dimensions of customer engagement which consist of interaction and identification, do not affect brand trust. Furthermore, brand loyalty can be influenced by enthusiasm, interaction, and brand trust. Meanwhile, attention, absorption, and identification cannot affect brand loyalty. Thus, the dimensions of customer engagement that can directly affect brand loyalty are enthusiasm and interaction, while those that affect indirectly (through brand trust), are enthusiasm, attention, and absorption.

• Asia pacific journal of information systems
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• v.30 no.2
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• pp.284-307
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• 2020

Customer engagement has been the main objective of brand companies in their marketing through social networking sites (SNS). Facebook is the most popular platform for SNS marketing, especially for companies that try to engage with their customers by providing various values through their brand pages (i.e., brand communities). The management of brand pages, therefore, becomes "the means" by which to achieve the result ("the end") of SNS marketing, and visitors to the brand pages (i.e., brand communities) then come to have a favorable attitude toward the brand. Based on a "means-ends" framework, this study examines the development of engagement between customers and brands in terms of brand page engagement as the means objective and brand attitude as the ends objective in the context of Facebook. This study further examines the antecedents and consequences of brand page engagement based on the customer value theory with two-stage data collection. This study contributes to the literature by explaining the roles and effects of brand page engagement in SNS marketing. This study further provides guidance to SNS providers and practitioners on SNS marketing strategies.

• The Journal of Asian Finance, Economics and Business
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• v.6 no.2
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• pp.147-160
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• 2019

Compared with the research on consumer engagement in brand community, the research on consumer engagement in brand public has been relatively less. This research aimed at exploring how brand public characteristics such as information variety, various communications and no limitation in expressing self affect the brand public engagement. 274 questionnaires answered by Chinese consumers are used to conduct analysis. Principal component analysis is used to test the reliability and validity of each construct, and structural equation model is used to test hypotheses. The study finds the positive effects of information variety on information benefits, those of various communications on social benefits, and also positive roles of no limitation in expressing self to brand-related self-expression motivation. And each of the information benefits, social benefits and brand-related self-expression motivation is proved to positively affect brand public engagement. The study implies that marketers should give attention to characteristics of brand public, and provide the ways by which members of brand public engage the brand. Additionally, marketers should pay more attention to both direct and indirect engagement activities of consumers toward brand public in social media to better understand their target consumers.

• Journal of Korea Society of Industrial Information Systems
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• v.24 no.3
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• pp.51-66
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• 2019

The purpose of this study is to investigate the effect of brand experience on brand engagement and customer delight on sports brands belonging to experiential products. In addition, we examined how brand engagement influences consumers' perceptions, emotions, and behavioral responses to brands. As a result, it was confirmed that the brand experience has a positive influence on the brand engagement, customer delight, and brand satisfaction. In particular, it has been confirmed that brand engagement has a positive influence on brand loyalty, so that customers with high brand engagement tend to establish a long-term relationship with the brand. In addition, brand satisfaction has a positive effect on customer delight. Therefore, it is necessary for the brand manager to utilize the brand experience elements and brand engagement to enhance the value of the long-term relationship between the customers and the brand.

• Asia pacific journal of information systems
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• v.28 no.1
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• pp.36-60
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• 2018

As an increasing number of people gained access to social network services (SNS), organizations started to use SNS as a channel for marketing and promotional purposes. The online advertising market has significant growth potential. Brand engagement is a key motive for online advertising, but how SNS users engage with brands, particularly in terms of the promotion of organizations, is poorly understood. This study uses customer value theory to examine brand engagement of users in terms of promoting companies in the context of Korean SNS marketing. This study identifies the antecedents of brand engagement based on customer value theory. Our findings show the significance of three factors of SNS marketing, namely, price discount, relationship support, and convenience, on brand engagement. We further show the consequences of brand engagement, namely, purchase decisions and word-of-mouth activities. These findings help advance customer value theory and offer practical insights into the use of information systems and marketing in the context of SNS.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.19 no.12
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• pp.3003-3010
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• 2015

In this study, consumer to use digital media is investigated on media engagement, Brand Attachment, Brand Relations Affect and Brand Loyalty of relation. also analyzing the mediating effect of brand relations affect and brand influence in the relationship between media engagement and brand attachment step has its purpose. Data analysis result showed that media engagement is significant effect on Brand Relations Affect and Brand Attachment, Brand relations Affect and Brand Attachment is significantly effected on the brand loyalty. And mediating Effect of brand Relation Affect was investigated by adjusting role between media engagement and brand attachment. Media engagement and brand relations, the influence of the brand attachment, brand relations affect has a greater effect.

• International Journal of Internet, Broadcasting and Communication
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• v.14 no.3
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• pp.30-39
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• 2022

This study investigates the influence of consumer needs pertaining to brand social media pages on the consumer brand attachment formation process. We collected 278 valid responses from females who have experienced the food brands' social media pages. Following the data analysis, we developed the results as follows. First, we examined the significant influence of attachment to brand social media page needs and socialization needs on consumer content consumption engagement and content contribution engagement on brand social media pages. Then we determined that consumer engagement significantly influenced consumer brand attachment. Finally, we found consumer consumption engagement exerted a significant mediation effect on the relationship between consumer needs and brand attachment. Based on the results, we outlined the potential theoretical and marketing strategy implications of this research.

• Journal of Distribution Science
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• v.21 no.4
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• pp.1-10
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• 2023

Purpose: This study aims to analyze the impact of Brand Anthropomorphism and Intimacy on Brand Engagement, and at the same time analyze the regulatory effect of Brand Reputation on the relationship between Brand Anthropomorphism and Intimacy and the relationship between Intimacy and Brand Engagement in terms of distribution brand. Results: The findings show that Brand Anthropomorphism, Intimacy, and Brand Reputation are important value factors in customers' minds toward their behavior, and from there, they will contribute to creating positive emotions and interactions between consumers and brands. Research design, data, and methodology: This article used the quantitative technique utilizing PLS-SEM software to test the hypothesis with 1,060 samples. Collected data shows that consumers in Ho Chi Minh City have positive emotions and interactive and social behaviors toward smartphone brands. Conclusion: The study has demonstrated the conclusions and proposed solutions to help smartphone brands build Brand Anthropomorphism while enhancing Brand Reputation thereby achieving Intimacy, which leads to consumer Brand Engagement. In addition, this study complements the concept of Brand Anthropomorphism which is lacking in theoretical background and is the first study in Vietnam to explore the prefixes and suffixes of the concept of Brand Anthropomorphism and the regulatory role of Brand Reputation.