How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer's perspective

Zheng, Run; Li, Zhuyuan; Na, Sanggyun

doi:10.1016/j.jretconser.2022.103015

Cited by 116 publications

(38 citation statements)

References 83 publications

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“…In other words, the better the use of celebrity endorsements, the higher the customer engagement. This is in accordance with the findings of several studies that have been conducted which found that the use of celebrity endorsements can affect customer engagement (Zheng et al, 2022). According to Handayani and Sari (2022) The findings of this study also show that customer engagement has a significant positive effect on purchasing decisions.…”

Section: Discussionsupporting

confidence: 92%

The Interrelations Of Celebrity Endorsement, Social Media Use, And Customer Engagement In Achieving Customer Purchase Decision

Syalsabila

Hermina

2023

jurnalmanajerial

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Background – The awareness and massive adoption towards internet has motivated companies to include it into their marketing strategies, such as by using celebrity endorsement and social media use, as this will enable them to increase customer engagement and their purchase decision. Aim – This study investigates the effect of celebrity endorsement and social media use on customer engagement and consumer purchasing decisions. Design / methodology / approach – This research was conducted on consumers of culinary and fashion products of SMEs in West Java Province, with a total sample of 185 respondents. The data was collected using the survey method of distributing questionnaires to respondents. Furthermore, the data obtained were processed using PL S Software-Structural Equation Modeling. Findings – The research results show that: (1) the use of social media has a positive effect on customer engagement; (2) The role of celebrity endorsement has a positive effect on customer engagement; (3) Customer engagement has an impact on purchasing decisions; (4) Customer engagement mediates the relationship between social media use and consumer purchasing decisions, and (5) Customer engagement mediates the relationship between celebrity endorsement and consumer purchasing decisions. Research implication – MSMEs need to understand the important role of the influence of social media in increasing engagement with consumers. The use of celebrity endorsement must also be considered as an important aspect that can encourage consumer engagement. Limitations – This research was specifically conducted on SMEs in the handicraft and culinary industry in West Java. Future studies require to be carried out in different settings to ensure generalizability of the present study.

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Section: Discussionsupporting

confidence: 92%

The Interrelations Of Celebrity Endorsement, Social Media Use, And Customer Engagement In Achieving Customer Purchase Decision

Syalsabila

Hermina

2023

jurnalmanajerial

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“…A positive link between CBE and PI has been shown in prior investigations (Sun et al, 2019). Moreover, past research has revealed a positive correlation between CBE and purchase intention (Zheng et al, 2022). In the current article, we suggest that: H2: CBE positively impacts PI.…”

Section: Customer Brand Engagement and Purchase Intentionsupporting

confidence: 66%

Consumer Brand Identification and Purchase Intentions: The Mediating Role of Customer Brand Engagement

Aziz¹,

Ahmed²

2023

JEBV

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Although there has been significant growth in the literature on customer brand engagement, there have been relatively few empirical investigations on its causes and effects. Companies increasingly seek customer engagement with their services and/or products to track their brand performance. The primary purpose of this research was to evaluate the relationship between consumer brand identification and customer brand engagement. This research examines the mediating influence of customer brand engagement on the connection between consumer brand identification and purchase intention. Furthermore, the impact of brand engagement on purchase intention is investigated in this article. The responses of 443 participants were collected using a convenient sampling method. A structural equation modelling (SEM) approach using partial least squares (PLS) was used to conduct the analysis of the data. This investigation's theoretical underpinning is supported by social identity theory. According to the findings of this research, consumer brand identification is the primary driver of customer brand engagement. Customer brand engagement partially mediates the link between consumer brand identification and purchase intention. Additionally, this study reveals that customer brand engagement impacts the purchase intention of fashion clothing businesses. In the context of fashion clothing brands, brand managers should analyse customer brand engagement's role, specifically in generating purchase intention. This study broadens our understanding of customer brand engagement within the context of the fashion apparel industry. This research contributes to the existing body of knowledge by expanding our understanding of the interrelationships between consumer brand identification, customer brand engagement, and purchase intention among consumers of fashion apparel brands in the emerging economy of Pakistan. Moreover, this study is exceptional since it investigates consumer brand identification in a novel context.

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“…Based on the live stream scenario, customer engagement may be defined as the behaviors customers do in reaction to brand content on social networks, such as commenting, sharing, hitting a thumb-up, bookmarking, etc. (Zhang et al, 2022). The literature investigates aspects influencing customer engagement on live streaming platforms, consumer interaction (Xue et al, 2020), perceived value (Wongkitrungrueng & Assarut, 2020), and other aspects.…”

Section: Customer Engagementmentioning

confidence: 99%

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

Lin

Nuangjamnong

2022

Int. j. soc. sci. humanit. invent.

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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.

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How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer's perspective

Cited by 116 publications

References 83 publications

The Interrelations Of Celebrity Endorsement, Social Media Use, And Customer Engagement In Achieving Customer Purchase Decision

The Interrelations Of Celebrity Endorsement, Social Media Use, And Customer Engagement In Achieving Customer Purchase Decision

Consumer Brand Identification and Purchase Intentions: The Mediating Role of Customer Brand Engagement

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

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