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What is Online Brand Engagement

Chapter 8
Moving Businesses Online and Embracing E-Commerce: Impact and Opportunities Caused by COVID-19
Is an indication of an emotional commitment to a brand via online platform. Brand engagement is more than brand awareness; it is a show of loyalty and can result in word-of-mouth recommendation by customers. Brand engagements involves building the brand internally and obtaining employee engagement and commitment. This helps to further solidify and build the brand eventually improving the brand for better consumers’ experience.
Published in Chapter:
A Conceptual Model of Drivers of Online Brand Engagement: Moderating Role of COVID-19
George Kofi Amoako (University of Professional Studies, Ghana)
Copyright: © 2022 |Pages: 20
DOI: 10.4018/978-1-7998-8294-7.ch008
Abstract
This chapter proposes that customer relationship management (CRM) activities of firms do have influence on trust developed by customers on digital platforms of firms. Similarly, e-commerce activities also impact the trust of customers on the digital platforms of firms. The model proposes further that online platform trust leads to the degree of online brand engagement. The higher the trust in the platform, the higher the likelihood of more online brand engagement of customers for the firms' brands. The proposed model however suggests that the relationship between digital platform trust of customers and brand engagement will be moderated by the impact of the COVID-19 pandemic. The implication is that the higher the COVID-19 impact, the higher the online brand engagement, and the lower the COVID-19 impact, the lower the online brand engagement.
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Chapter 7
Online Political Party Engagement: The Case of Generation Y Consumers in Istanbul
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