IMPACT OF CUSTOMER BRAND RELATIONSHIP THROUGH FACEBOOK ON THE LEVEL OF CUSTOMER ENGAGEMENT

Adnan Bashir, Nadia Ayub Ali


DOI: http://dx.doi.org/10.22555/pbr.v18i1.662

Abstract


In the last few years customer engagement has received a
significant attention of researchers and marketers’ because there is a
rise in the awareness of customers as value recipient to value cocreator.
Two hypotheses were developed i.e. 1) Customer Brand
Relationship through facebook impacts on the level of customer
engagement. 2) There is a gender difference on the variable of
customer engagement on facebook. A survey was designed by taking
ten different brands of cloths that have their web pages on online
social media. A sample of 211 individuals was approached to measure
the engagement status of 10 clothing brands through online social
media. Customer Engagement Scale (CES; Justina Malciute, 2012)
was used to measure the impact of customer brand relationship
through Facebook on the level of Customer Engagement. Regression
analysis was performed to measure the results. The results of the
study suggest that customer brand relationship through facebook
will impact the level of customer engagement. Moreover, no gender
difference was found on the variable of customer engagement on
facebook.


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