Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust

2020 ◽  
Vol 44 ◽  
pp. 184-192 ◽  
Author(s):  
Ming-Way Li ◽  
Hsiu-Yu Teng ◽  
Chien-Yu Chen
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Customer Engagement ◽  
Brand Attachment ◽  
Customer Trust

The Role of Customer Engagement in the COVID-19 Era

2021 ◽  
pp. 91-116
Author(s):  
Sara Santos ◽  
Pedro Espírito Santo ◽  
Luísa Augusto
Keyword(s):  
Social Media ◽  
The Other ◽  
Customer Engagement ◽  
Special Role ◽  
Brand Attachment ◽  
Brand Engagement ◽  
Brand Relationship ◽  
The Relationship ◽  
Multidimensional Concept

Costumer engagement is a multidimensional concept which develops over the time and is widely studied in the literature of marketing. Consumers attached to the brand tend to be more involved in behaviors that support the brand. On the other side, brand-self connection is an important element in consumer-brand relationship being part of brand attachment, where social media have a special role. Playfulness and informativeness of video have a significant impact on the value of social media ads, and the authors present the relationship between these two variables and customer engagement. The study will present an investigation with 235 Portuguese individuals during the months of confinement justified by the pandemic COVID-19. The results show that customer engagement depends on informativeness, playfulness, and brand-self connection. Throughout this empirical study, they show that social media brand engagement is explained by these variables. This chapter enhances knowledge on costumer engagement, brand-self connection, and video informativeness and playfulness, supporting new researches in this topic.

scholarly journals Engaging customers through user-and company-generated content on CSR

2019 ◽  
Vol 23 (3) ◽  
pp. 339-372 ◽  
Author(s):  
Alberto Badenes-Rocha ◽  
Carla Ruiz-Mafé ◽  
Enrique Bigné
Keyword(s):  
Social Media ◽  
Mixed Methods ◽  
Hotel Industry ◽  
User Generated Content ◽  
Customer Engagement ◽  
Content Type ◽  
Mixed Methods Approach ◽  
Customer Perceptions ◽  
Customer Trust ◽  
The Impact

Purpose This study aims to analyze the role of corporate social responsibility (CSR) customer perceptions, customer–company identification and customer trust on customer engagement (CE), paying special attention to the moderating effects of two types of social media communication, firm-generated content and user-generated content. Design/methodology/approach The study uses a mixed-methods’ approach. First, a single-factor experiment using Twitter posts as stimuli with 227 hotel guests. The structural model was analyzed using SmartPLS 3.2.7. Second, structured in-depth interviews were undertaken with three hotel industry experts to complement the conclusions of the quantitative study. Findings The results show that when a customer trusts a hotel and identifies with its corporate values, CSR tweets generate CE toward the hotel. CSR communications made by customers reinforce the impact of CSR tweets on customer trust more than CSR tweets posted by hotels. Hotel industry experts give insights to explain these results in different types of hotels. Practical implications CSR communications made through Twitter affect customers’ perceptions of a hotel’s CSR activities and customer trust in hotels, especially if they originate from a source external to the company. This result can be of use for hotel managers who have not previously given importance to active CSR communications or the interactivity of social media. Originality/value The authors show the moderating effect of user-generated content in the relationship between CSR customer perceptions and customer trust, thus contributing to the research into the effectiveness of social media. They use a mixed-methods’ approach to increase the validity of the results.

scholarly journals The Interaction Between Brand Image, Brand Attachment and Brand Loyalty in Green Branding Context: The Mediating Role of Customer Engagement

2021 ◽  
Vol 3 (4) ◽  
pp. 306-329
Author(s):  
İlkin Yaran Ögel
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Positive Influence ◽  
Customer Engagement ◽  
Brand Attachment ◽  
Mediating Role ◽  
Independent Variable ◽  
Mediator Variable

As environmental problems are dramatically alarming the world, environmental issues have become the primary concerns of both consumers and companies. To please the environmental wants of consumers, many companies have to adopt green solutions today. Green brands are one of these solutions. Nevertheless, little has been known about the green brands. In this sense, this study attempts to explore the interaction between brand image (BIm), brand attachment (BAtt), customer engagement (CEn) and brand loyalty (BLo) within the scope of green brands as previously untapped context. In this study while brand image is determined as independent variable; customer engagement is specified as the mediator variable which mediates the link between brand image and brand attachment. Data were gathered from 428 participants through convenience sampling method. To examine the links between the variables in the suggested model, structural equation modelling was utilized. The results regarding the study bring out that brand image for green brands significantly influences customer engagement and brand attachment in a positive way; customer engagement has also a significant positive influence on brand attachment for green brands; and brand attachment for green brands significantly affects brand loyalty toward these brands in a positive way. In addition, partial mediating influence of customer engagement on the link between brand image for green brands and brand attachment was found significant. These findings also ensure applicable insights to practitioners, who are responsible for promotion of green brands, by emphasizing the importance of increasing brand image, customer engagement and customer attachment to generate loyal green customers.

Brand Attachment, Customer Trust, and Brand Loyalty--Model

2020 ◽  
Author(s):  
Ming-Way Li ◽  
Hsiu-Yu Teng ◽  
Chien-Yu Chen
Keyword(s):  
Brand Loyalty ◽  
Brand Attachment ◽  
Customer Trust

scholarly journals The Effect of Customer Engagement Social Media to Brand Loyalty Indosat Ooredoo

2020 ◽  
Vol 25 (1) ◽  
pp. 38
Author(s):  
Lafi Afifah ◽  
Arianis Chan ◽  
Healthy Nirmalasari
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Research Method ◽  
Linear Regression Analysis ◽  
Sampling Technique ◽  
Customer Engagement ◽  
Coefficient Of Determination ◽  
Simple Linear Regression ◽  
Descriptive Research ◽  
Medium Level

This research aims to study and determine about the condition of customer engagement social media, the condition of brand loyalty on Indosat Ooredoo and effects of customer engagement social media to brand loyalty on Indosat Ooredoo. The research method that used is descriptive research and the design of research is survey. The sampling technique that used is non-probability sampling and done by using purposive sampling with 300 respondents. Meanwhile, data analysis that used is simple linear regression-analysis, the coefficient of determination, and hypothesis testing.The result of this study shown the condition of customer engagement and brand loyalty on Indosat Ooredoo has been good. Furthermore, there is significant effect from customer engagement social media to brand loyalty on Indosat Ooredoo at medium level. It is mean every increasing  from customer engagement will impact to increasing on brand loyalty.

scholarly journals Effect of Social Media Marketing on Customer Engagement and its Impact on Brand Loyalty in Caring Colours Cosmetics, Martha Tilaar

2016 ◽  
Vol 7 (1) ◽  
pp. 83 ◽  
Author(s):  
Brian Garda Muchardie ◽  
Nabila Hanindya Yudiana ◽  
Annetta Gunawan
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Path Analysis ◽  
Brand Loyalty ◽  
Quantitative Method ◽  
Social Media Marketing ◽  
Customer Engagement

The purpose of this research was to determine the influence of social media marketing against customer engagement and its impact on brand loyalty. Methods applied is a quantitative method by distributing questionnaire to 100 customers. Data analysis was applied path analysis. The results of this study shows that social media marketing has a positive and significant impact on customer engagement, on brand loyalty, and on customer engagement, and its impact on brand loyalty where customer engagement has a greater influence on brand loyalty than social media marketing.

scholarly journals Exploring Drivers and Outcomes of Lurking Engagement and Posting Engagement in Social Media-Based Brand Communities:

2021 ◽  
Vol 8 (1) ◽  
pp. 21-24
Author(s):  
Kashif Farhat ◽  
Wajeeha Aslam ◽  
Sany Sanuri
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Sem Analysis ◽  
Customer Engagement ◽  
Expected Returns ◽  
Brand Communities ◽  
Engagement Behavior

Social media-based brand communities (SMBBC) offer valuable opportunities for brands to build customer engagement (CE). Hitherto brands lack the knowledge of the forms of engagement in SMBBC that drive brand loyalty, effectiveness of investment in SMBBC, and the expected returns on the investment. Hence, the main objective of the study is to determine the drivers of CE in SMBBC, identify how they relate to two forms of engagement behaviors: lurking and posting, and their influence on resulting brand loyalty. PLS-SEM analysis of 229 fans of brands on Facebook established that significant differences exist between the drivers for lurking and posting engagement by hedonic and utilitarian brands type. Lurking engagement emerged as a significant and a stronger type of engagement behavior for brand loyalty than posting engagement. The study furnishes valuable insights on lurking and posting engagement and the variation in these engagement forms by hedonic and utilitarian brands in SMBBC.

scholarly journals PENGARUH SOCIAL MEDIA MARKETING PADA CUSTOMER ENGAGEMENT DAN DAMPAKNYA TERHADAP BRAND LOYALTY DI BUTTONSCARVES

2020 ◽  
Vol 4 (5) ◽  
pp. 679-691
Author(s):  
Kanya Azalea Hidayat ◽  
Erni Martini
Keyword(s):  
Social Media ◽  
Path Analysis ◽  
Brand Loyalty ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Convenience Sampling

Tujuan dari penelitian ini yaitu untuk mengetahui bagaimana pengaruh social media marketing terhadap customer engagement dan dampaknya terhadap brand loyalty dengan objek penelitian Buttonscarves sebagai salah satu pelopor hemming di Indonesia, yaitu laser cut. Metode penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif dengan pengumpulan data melalui kuesioner menggunakan skala likert. Dengan jumlah sampel yang diambil sebanyak 400 responden. Kriteria responden diukur dengan menggunakan teknik convenience sampling dengan kriteria responden yang dilibatkan adalah responden yang sudah menjadi pengikut pada akun Instagram Buttonscarves. Setelah itu data di analisis menggunakan teknik analisis jalur (Path Analysis) dan diolah menggunakan software statistik SPSS versi 25. Berdasarkan hasil pengujian hipotesis menunjukkan bahwa terdapat pengaruh social media marketing terhadap customer engagement di Buttonscarves, terdapat pengaruh social media marketing terhadap brand loyalty di Buttonscarves, terdapat pengaruh customer engagement terhadap brand loyalty di Buttonscarves, serta terdapat pengaruh secara simultan social media marketing dan customer engagement terhadap brand loyalty di Buttonscarves.

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