Creative and Innovative Ways of Consumer Engagement

2021 ◽  
pp. 117-132
Author(s):  
Ruchita Pangriya ◽  
Aditi Priya Singh
Keyword(s):  
New Technology ◽  
Customer Engagement ◽  
Consumer Loyalty ◽  
Consumer Engagement ◽  
New Horizons

Customer engagement simply means connecting with your customers. The objective of customer engagement is to build a strong emotional bond between your brand and your customer. A study by McKinsey And Company rated customer engagement as the top priority of all businesses. There is no doubt on the point that customer engagement leads to consumer loyalty. Companies need to think about innovative and unique ways to engage our customers. The objective of writing this chapter is to unfold the various creative and innovative ways for customer engagement. For this purpose, the author has discussed the various examples across the industries. The author has tried to explain how different sectors are working on this strategy with the help of new technology. This chapter is going to be extremely useful for the researchers, scholars and strategy makers by educating them and presenting the new horizons of consumer engagements.

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

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ding Hooi Ting ◽  
Amir Zaib Abbasi ◽  
Sohel Ahmed
Keyword(s):  
Brand Loyalty ◽  
Market Competition ◽  
Decision Makers ◽  
Customer Engagement ◽  
Consumer Engagement ◽  
Content Type ◽  
Mediating Role ◽  
Engagement Behavior ◽  
Social Interactivity

PurposeThis study aims at identifying and examining the mediating role of customer engagement behavior and social interactivity onbrand loyalty.Design/methodology/approachA correlational study design was adopted in this study to collect data (online survey) from 400 online participants active on Facebook pages.FindingsEmpirical results reveal that there is a significant and positive impact of social interactivity on consumer engagement behavior and brand loyalty.Research limitations/implicationsThe findings would help decision makers to make useful decisions in their everyday work practices, which would ultimately increase the market competition of brands.Practical implicationsDecision makers should focus on the entertainment and interactivity levels in advertisement designs that would allow customers to perceive the novelty of advertising.Social implicationsThe results are critical in developing consumers' attitude and perception toward a brand by providing them insights regarding the characteristics of brands.Originality/valueThe participation and social interactivity of consumers on the Facebook page drive consumer engagement behavior and brand loyalty.

scholarly journals Role of Augmented Reality in Changing Consumer Behavior and Decision Making: Case of Pakistan

2021 ◽  
Vol 13 (24) ◽  
pp. 14064
Author(s):  
Syed Hasnain Alam Kazmi ◽  
Rizwan Raheem Ahmed ◽  
Kamran Ahmed Soomro ◽  
Alharthi Rami Hashem E ◽  
Hameed Akhtar ◽  
...  
Keyword(s):  
Developing Countries ◽  
Consumer Behavior ◽  
Augmented Reality ◽  
User Experience ◽  
New Technology ◽  
Customer Engagement ◽  
Cross Sectional ◽  
Experiential Marketing ◽  
Aesthetic Quality ◽  
Managerial Implications

Marketers and advertisers ignore new technology and diverse marketing tactics when attempting to increase product exposure, customer engagement, customer behavior and buying intention in fashion accessory marketplaces in developing countries. This research sought to discover how the Augmented Reality (AR) experience influenced consumer behavior, buying intention and pleasure when purchasing a fashion item in developing countries. This study employs positivist ideas to investigate the connections between various factors, believing that reality is unwavering, stable, and static. Experiential marketing following stimulus exposure will gather cross-sectional data. The undertaken study has developed proper experimental design (within group) from business innovation models, for instance, uses and gratification and user experience models. User experience is disclosed by its four defining characteristics: hedonic quality (identification and simulation), aesthetic quality, and pragmatic quality. After encountering an enhanced user experience, users have a more favorable attitude about purchasing; in contrast, pleasure from using the application directly impacts buying intention. It was also shown that knowledge of AR apps impacts user experience and attitude. The novelty of this research is multifarious, for instance, the smart lab was used as a marketing technology to explore a virtual mirror of the Ray-Ban products. Secondly, the augmented reality experiential marketing activities have been developed by the developers as bearing in mind the four different aspects of the user experience—haptic, hedonic, aesthetic, and pragmatic. It should be functional, simple to learn and use, symmetrical, pleasant, and appealing, while fulfilling the unconscious emotional elements of a customer’s purchase. The research is the first known study in Pakistan to evaluate the influence of augmented reality on consumer proficiency and its consequent effects on attitude and satisfaction for fashion accessory brands. The research also advances the notion that application familiarity is the most important moderator between attitude and an augmented reality-enriched user experience, contradicting the prior studies, which focus on gender and age. This research has important theoretical implications for future researchers, who may wish to replicate the proposed final model in developed and developing countries’ fashion brands. This research also has imperative managerial implications for brand managers and marketing managers, who could include the recommendations of this study in their marketing strategies.

The Role of Customer Engagement in Building Consumer Loyalty to Tourism Brands

2014 ◽  
Vol 55 (1) ◽  
pp. 64-78 ◽  
Author(s):  
Kevin Kam Fung So ◽  
Ceridwyn King ◽  
Beverley A. Sparks ◽  
Ying Wang
Keyword(s):  
Customer Engagement ◽  
Consumer Loyalty

scholarly journals The Non-Coding RNA Landscape in IgA Nephropathy—Where Are We in 2021?

2021 ◽  
Vol 10 (11) ◽  
pp. 2369
Author(s):  
Izabella Z. A. Pawluczyk ◽  
Haresh Selvaskandan ◽  
Jonathan Barratt
Keyword(s):  
Rna Interference ◽  
Iga Nephropathy ◽  
Biomarker Discovery ◽  
New Technology ◽  
Treatment Options ◽  
Therapeutic Approaches ◽  
Primary Glomerulonephritis ◽  
New Horizons ◽  
Non Coding Rna ◽  
End Stage

IgA nephropathy (IgAN) is the most commonly diagnosed primary glomerulonephritis worldwide. It is a slow progressing disease with approximately 30% of cases reaching end-stage kidney disease within 20 years of diagnosis. It is currently only diagnosed by an invasive biopsy and treatment options are limited. However, the current surge in interest in RNA interference is opening up new horizons for the use of this new technology in the field of IgAN management. A greater understanding of the fundamentals of RNA interference offers exciting possibilities both for biomarker discovery and, more importantly, for novel therapeutic approaches to target key pathogenic pathways in IgAN. This review aims to summarise the RNA interference literature in the context of microRNAs and their association with the multifaceted aspects of IgA nephropathy.

scholarly journals A Systematic Literature Review on Antecedents of Consumer Engagement

2020 ◽  
Vol 9 (4) ◽  
pp. 318-337
Author(s):  
KHURRAM SHAHZAD KHAN ◽  
ABDUL ZAHID KHAN ◽  
MOHAMMAD BASHIR KHAN
Keyword(s):  
Literature Review ◽  
Systematic Literature Review ◽  
Customer Engagement ◽  
Future Research ◽  
Consumer Engagement ◽  
Research Papers ◽  
Research Directions ◽  
Future Research Agenda ◽  
Future Research Directions

The major dilemma of marketing professionals is to justify the investment or expenditure on activities related to consumer engagement. Antecedents of consumer engagement are deeply rooted in the unique and specific differences that countries and/or regions present in terms of their social, legal, economic, political, and technological dimensions. Antecedents must be different for consumers from country a, region 1 than country b, region 2. There cannot be a commonality of antecedents for the 196 countries in the world. This research is among the first steps to make it possible. First, this research performed rigorous systematic literature review to consolidate all antecedents of consumer engagement acknowledged in previous quality research papers. Second, a systematic endeavour to generalize the antecedents of consumer engagement that fits all situation and context. The third contribution is the future research agenda of consumer engagement that is yet to be explored. For this purpose, strict inclusion and exclusion criteria implemented. Among hundreds of articles, a total 42 articles were selected, which fulfilled the criteria. Strict criteria were necessary to improve the quality of work. The study compiled all the antecedents in a table and concluded some highly ranked and high-frequency antecedents. A total of 22 antecedents were concluded among which, the study has discussed the topmost highly relevant yet most essential antecedents of consumer engagement. This study generalized the antecedents under broader terms. These top antecedents which are most essential are social, value, identity, interaction, involvement, experience, satisfaction, information, attachment, and participation. In the analysis part, all top antecedents discussed along with future research directions. Keywords: Consumer Engagement, Customer Engagement, Systematic Literature Review, SLR.

Fashion retailing “tech-gagement”: engagement fueled by new technology

2018 ◽  
Vol 22 (4) ◽  
pp. 390-406 ◽  
Author(s):  
Chiara Colombi ◽  
Pielah Kim ◽  
Nioka Wyatt
Keyword(s):  
Digital Technology ◽  
New Technology ◽  
Customer Engagement ◽  
Full Spectrum ◽  
Content Type ◽  
Technology Tools ◽  
Original Contribution ◽  
Brick And Mortar ◽  
Research Questions ◽  
Experiential Quality

Purpose The state of interactive digital technology is evolving rapidly and has shifted the ways in which customers shop dramatically. This trend heightens the need for research that examines the latest interactive digital technology tools adopted in fashion retailing. In response, the purpose of this paper was to examine fashion retailers’ incorporation of new interactive digital technology – in both online and offline retailing formats, and including new hybrid contexts – and its results in providing new experiential quality that contributes strongly to engage with customers. Design/methodology/approach The paper first reviews the literature and then proposes the research questions. This is followed by exploratory substantiation of those propositions with the findings from case studies that examined the new interactive digital technology implemented by six leading fashion retailers. Findings Various digital technology tools implemented in brick-to-click, click-to-brick and brick-and-mortar retailing offer customers a variety of experiential qualities that allow them to co-create products, engage in emotion-driven sensational and personalized shopping experiences and seamless shopping virtually, all of which derive from interactive digital technology implemented to enhance customer engagement. Originality/value This research examined the implementation of interactive digital technologies across the full spectrum of the fashion retail settings above. This paper makes an original contribution by adopting a customer-centric perspective and assessing the advantages technology provides to customer’s engagement quality in shopping, which differs from the traditional firm-centric perspective that views technology as a way to innovate retailers’ operations.

scholarly journals Linking FOMO and Smartphone Use to Social Media Brand Communities

2020 ◽  
Vol 12 (6) ◽  
pp. 2166 ◽  
Author(s):  
Oseyenbhin Sunday Osemeahon ◽  
Mary Agoyi
Keyword(s):  
Social Media ◽  
Consumer Loyalty ◽  
Brand Community ◽  
Consumer Engagement ◽  
Fear Of Missing Out ◽  
Brand Communities ◽  
Smartphone Use ◽  
The Impact

Social media brand communities provide firms with the necessary apparatus to develop and maintain relationships. This study explores the effect of fear of missing out (FOMO) and smartphone use on consumer engagement in social media brand communities, which the study hypothesizes to affect consumer loyalty. Data from 279 social media brand community (SMBC) participants were analyzed. Findings reveal that both fear of missing out and smartphone use influence consumer engagement, which in turn influences consumer loyalty in social media brand communities. Furthermore, smartphone use was found to mediate the impact of fear of missing out on consumer engagement.

scholarly journals Promoting Customer Engagement Behavior for Green Brands

2021 ◽  
Vol 13 (15) ◽  
pp. 8404
Author(s):  
Civilai Leckie ◽  
Daniel Rayne ◽  
Lester W. Johnson
Keyword(s):  
Indirect Effect ◽  
Brand Loyalty ◽  
Perceived Value ◽  
Mediating Effect ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Consumer Engagement ◽  
Self Identity ◽  
Engagement Behavior ◽  
The Impact

This study aims to investigate the impact of desired self-identity, green perceived value and altruistic values on brand loyalty towards green brands (i.e., electric and hybrid cars) and the mediating role of customer engagement behavior on these relationships. Further, this study proposes that greenwashing perception, which can be defined as consumers perceiving organizations to be dishonest about their environmental claims, moderates the indirect effect of desired self-identity, green perceived value and altruistic values on brand loyalty via customer engagement behavior. Data were collected from a nationwide online survey of 170 customers who have purchased and used electric and hybrid cars. Partial least squares structural equation modeling (PLS-SEM) using Smart-PLS and PROCESS were employed to test the hypotheses. This study’s findings indicate that desired self-identity, green perceived value and altruistic values positively influence consumer engagement behavior with the focal green car brands. Further, the mediating effect of customer engagement behavior on brand loyalty was generally found. Additionally, greenwashing perception was found to moderate the indirect effect of desired self-identity and altruistic values on brand loyalty via customer engagement behavior. The indirect effect of desired self-identity and altruistic values on brand loyalty via consumer engagement behavior was stronger at lower levels of greenwashing perception than at higher levels. This study offers key managerial implications on how green brands can promote customer engagement behavior and brand loyalty.

Sign in / Sign up

Export Citation Format

Share Document