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Relationship between Online Experience and Customer Engagement


Affiliations
1 Research Scholar, Central University of Kashmir, Ganderbal, J&K, India
2 Professor, School of Business Studies, Central University of Kashmir, Ganderbal, J&K, India
     

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The research on online brand experience is still evolving and modern marketers are looking at engaging their customers through pleasing online experiences. This is because engaged customers are more loyal, purchase more and spread positive word of mouth about the company. Customer engagement is often attributed to delivering of successful and positive experience to the customers. The relationship between customer engagement and experience has not been fully explored, especially in the online environment. This study looks at some of the important studies involving both online brand experience and customer brand engagement. This work also provides a theoretical framework involving the relationship between the two variables. Moreover, it also provides reasons why online brand experience should be studied as a significant antecedent of customer brand engagement within the online business environment. Future scholars can study the association between the factors under varying virtual settings.

Keywords

Brand Experience, Online Experience, Online Shopping Experience, Customer Engagement, Customer Brand Engagement
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  • Relationship between Online Experience and Customer Engagement

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Authors

Faseeh Amin
Research Scholar, Central University of Kashmir, Ganderbal, J&K, India
Fayaz Ahmad Nika
Professor, School of Business Studies, Central University of Kashmir, Ganderbal, J&K, India

Abstract


The research on online brand experience is still evolving and modern marketers are looking at engaging their customers through pleasing online experiences. This is because engaged customers are more loyal, purchase more and spread positive word of mouth about the company. Customer engagement is often attributed to delivering of successful and positive experience to the customers. The relationship between customer engagement and experience has not been fully explored, especially in the online environment. This study looks at some of the important studies involving both online brand experience and customer brand engagement. This work also provides a theoretical framework involving the relationship between the two variables. Moreover, it also provides reasons why online brand experience should be studied as a significant antecedent of customer brand engagement within the online business environment. Future scholars can study the association between the factors under varying virtual settings.

Keywords


Brand Experience, Online Experience, Online Shopping Experience, Customer Engagement, Customer Brand Engagement

References