The Impact of Customer Engagement on Brand Loyalty based on Social Media

• 영문명: The Impact of Customer Engagement on Brand Loyalty based on Social Media
• 발행기관: 한중경제문화학회
• 저자명: Chen, Xi Li, Yu
• 간행물 정보: 『한중경제문화연구』제15권, 257~271쪽, 전체 15쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2020.08.31

영문 초록

In the information age, the relationship between customers and companies is not just about the relationship between consumers and products provided. In the online shopping context, customers are connected to the companies through the Internet before and after the purchase. The concept of “customer engagement” is also formed during the process. In short, customer engagement is the connection that an enterprise establishes with customers through marketing activities. Specifically, customer engagement refers to a series of transactions or non-dealing behaviors of the enterprise, including the interaction between enterprise and the customer, customer's participation behavior and other related behavior, which affects the customer's enthusiasm, social interaction, and conscious participation. Based on the emerging concept of customer engagement, this research keeps up with latest dynamics of online environment and tries to explore the role of customer engagement in the context of social media. Since there are a variety of social media platforms existing, we choose one of the most popular social media platforms in China, WeChat, to investigate the impact of customer engagement on brand loyalty to help companies improve customer's brand loyalty through social media marketing.

목차

Ⅰ. Introduction

Ⅱ. Literature Review and Hypotheses Development

Ⅲ. Materials and Methods

Ⅳ. Data analysis and results

Ⅴ. Discussion and Conclusions

키워드

social media customer engagement brand loyalty