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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
Copyright: © 2021 |Pages: 26
ISBN13: 9781799839194|ISBN10: 1799839192|EISBN13: 9781799839200
DOI: 10.4018/978-1-7998-3919-4.ch005
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MLA

Santos, Sara, et al. "The Role of Customer Engagement in the COVID-19 Era." Insights, Innovation, and Analytics for Optimal Customer Engagement, edited by Samala Nagaraj, IGI Global, 2021, pp. 91-116. https://doi.org/10.4018/978-1-7998-3919-4.ch005

APA

Santos, S., Santo, P. E., & Augusto, L. (2021). The Role of Customer Engagement in the COVID-19 Era. In S. Nagaraj (Ed.), Insights, Innovation, and Analytics for Optimal Customer Engagement (pp. 91-116). IGI Global. https://doi.org/10.4018/978-1-7998-3919-4.ch005

Chicago

Santos, Sara, Pedro Espírito Santo, and Luísa Augusto. "The Role of Customer Engagement in the COVID-19 Era." In Insights, Innovation, and Analytics for Optimal Customer Engagement, edited by Samala Nagaraj, 91-116. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-3919-4.ch005

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Abstract

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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