The Role of Customer Engagement in the COVID-19 Era

The Role of Customer Engagement in the COVID-19 Era

Sara Santos, Pedro Espírito Santo, Luísa Augusto
DOI: 10.4018/978-1-7998-3919-4.ch005
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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.
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Costumer Engagement

The development of the web and of the different online communication and sharing tools has given priority to customers and enabled their engagement with companies, making them co-creators (Sashi, 2012). “The interactive nature of social media with its ability to establish conversations among individuals and firms in communities of sellers and customers and involve customers in content generation and value creation has excited practitioners with its potential to better serve customers and satisfy their needs.” (Sashi, 2012, p. 254).

Bijmolt, Leeflang, Block, Eisenbeiss, Hardie, Lemmens and Saffert (2010) analyzed the state of the art of customer engagement models and consider that customer engagement is a multidimensional concept, which reflects the psychological state, happens in an interactive and dynamic process.

Key Terms in this Chapter

Video Advertising: It is a type of marketing communication that aims to disseminate short, persuasive messages, aimed at a specific market segment and in an easy way.

Brand-Self Connection: The degree which consumers use brand to express their selves or who they want to be.

Playfulness: It is related to the properties of fun, entertainment, some humor, fun and richness of the advertisement.

Costumer Engagement: Is a psychological state that occurs by virtue of interactive, co-creative customer experiences with a focal agent/object. The customer engagement with brand on social media can be distinguished between two types of behaviour: the behaviour of consuming content on SNS, in which consumers watch videos and pictures, read information and reviews and on the other hand, the behaviour of contributing in which consumers respond to the content provided by the brand or other consumers, engaging in conversations and commenting on pictures and videos. Customer engagement has been construed as either behavioural or psychological.

Video Informativeness: It consists in the dissemination of pertinent, convenient, complete, timely, accuracy, but also rich and useful information about the products, brand or company. AU65: Reference appears to be out of alphabetical order. Please check

Social Media Engagement: Consumer engagement behaviour with content on social media platforms. Consumers can create brand content or view, comment and share brand or peers’ content.

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