Examining the mediating role of social interactivity between customer engagement and brand loyalty

Ting, Ding Hooi; Abbasi, Amir Zaib; Ahmed, Sohel

doi:10.1108/apjml-10-2019-0576

Cited by 58 publications

(41 citation statements)

References 73 publications

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“…Previous studies found significant and positive relationships between virtual interactivity and brand involvement (e.g. Hollebeek et al 2014;Ting et al, 2020). Thus, H3c: Virtual interactivity positively influences brand involvement.…”

Section: Information Quality Rewards and Virtual Interactivity Effects On Brand Involvementmentioning

confidence: 80%

Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

Elsharnouby¹,

Mohsen²,

Saeed³

et al. 2021

JRIM

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Purpose This study aims to examine the relationships between the online communities’ characteristics and resilience to negative information (RNI) mediated by both brand knowledge and brand involvement. Design/methodology/approach According to stimulus-organism-response (S-O-R) framework, this research postulates that information quality, rewards and virtual interactivity drive RNI directly and indirectly through brand knowledge and/ or brand involvement. A survey of 326 Facebook pages followers was conducted, representing followers of fashion clothing brands in social media platforms in Egypt. We have used AMOS to check the constructs’ validity and reliability, as well as the Hayes’s PROCESS macro to test the mediation. Findings The findings show that information quality, rewards and virtual interactivity are the respective drivers of brand knowledge and brand involvement; the brand knowledge and brand involvement help explain why consumers are resilient to negative information of specific brands; and the drivers of brand knowledge and/ or brand involvement differ in consumers who tend to ignore negative information they receive about the brand. Practical implications Outcomes of the research recommend that executives should identify the outstanding determinants for improving resilient consumers to negative information through creating the highest possible brand knowledge and involvement between the consumers and brands. Originality/value Little attention has been paid to examine the RNI and linking it with brand knowledge and brand involvement in online communities’ context, thus, the current research is conducted.

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Section: Information Quality Rewards and Virtual Interactivity Effects On Brand Involvementmentioning

confidence: 80%

Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

Elsharnouby¹,

Mohsen²,

Saeed³

et al. 2021

JRIM

View full text Add to dashboard Cite

show abstract

“…In the era of digital industry, customer engagement has a strategic role in achieving business success as an important transcendent relational idea. Besides, it is shown as a tool to develop and improve relationships with customers (Ting, Abbasi, & Ahmed, 2020). Customer engagement has a significant place and plays an important role in understanding the consequences associated with customers, such as consequences related to loyalty (Graffigna & Gambetti, 2015).…”

Section: Introductionmentioning

confidence: 99%

“…Customer engagement is a manifestation of customer behavior towards a particular company, brand or product that involves the company's efforts to empower and motivate customer contributions (Ting et al, 2020). Marketing Science Institute (2015) describes customer engagement as a manifestation of customer behavior towards brands outside of purchasing activities resulting from individual's motivation such as word of mouth, recommendations, interaction between customers, blogging, writing reviews and other similar activities.…”

Section: Introductionmentioning

confidence: 99%

Customer Engagement in Higher Education: How Important the Role of Social Media Marketing, E-Service Quality and E-Satisfaction for Generation Z Students?

Simbolon

Yanti

2021

The Winners

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The industrial era 4.0 had lead big changes for companies in managing their business, such as carrying out marketing and service strategies. Social media and digital technology provided faster and more responsive service to customers. The use of social media was considered important to increase engagement of students from Generation Z and to improve academic achievement. The objective of the research was to examine the effect of social media marketing, e-service quality, and e-satisfaction on customer engagement. The research was conducted at Bina Nusantara University (Binus) with a sample of 100 students from Generation Z using quantitative approach with data collection by distributing questionnaires to be analyzed using path analysis. The findings show that social media marketing and e-service quality significantly have impacts on e-satisfaction and customer engagement, while the e-satisfaction does not significantly impact customer engagement. Therefore, the development of digital technology in higher education becomes the main focus for supporting services and activities.

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“…(Bilro & Loureiro, 2020;Ting et al, 2020).On the contrary, concerning the experience of product consumption, consumers commit repeated journeys with the company and their social networks. Consumer engagement consists of the consumer satisfaction level and consumer emotional connectedness level; thus, consumer engagement may have three dimensions(Monferrer et al, 2019;Parihar et al, 2019;Venkatesan, 2017).…”

mentioning

confidence: 99%

Factors influencing the formation of consumer engagement and consumer satisfaction with e-learning activities

Santoso

Wacana²

2021

Innovative Marketing

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The COVID-19 pandemic that plagued the world has resulted in many e-learning software that drove virtual learning activities to jump sharply and began to replace face-to-face meetings. This paper aims to find out the influence of digital readiness, technical and information quality, instructor quality, e-learning adoption and attitude on consumer engagement, and consumer satisfaction with e-learning performance. The study was conducted in the form of a quantitative survey at Duta Wacana Christian University in the Special Region of Yogyakarta, Indonesia, over the period from June 2020 to September 2020. The study sample using the purposive random sampling technique consisted of 175 students as respondents. Various statistical methods, including descriptive and structural equation modeling, were used to analyze the data and test the hypotheses of the model. Key findings were that there is a statistically direct impact of digital readiness, technical and information quality, e-learning adoption and attitude, and instructor quality on consumer engagement, and thus consumer engagement influences consumer satisfaction positively and significantly. With these results, tutorial activities need to be implemented for the use of popular e-learning software and related technological literacy, because the need for e-learning software will be even more massive in the future.

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Examining the mediating role of social interactivity between customer engagement and brand loyalty

Cited by 58 publications

References 73 publications

Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

Customer Engagement in Higher Education: How Important the Role of Social Media Marketing, E-Service Quality and E-Satisfaction for Generation Z Students?

Factors influencing the formation of consumer engagement and consumer satisfaction with e-learning activities

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