Dublin Core
Title
The Mediating Effect of Online Brand Engagement on Customer Experience: An Emerging Market Perspective
Creator
George Amoako, Paul Omari, Hayford Amegbe, George Cudjoe Agbemabiese, Thurasamy Ramayah
Description
Of rapidly growing importance to practitioners and scholars is customer brand engagement and customer experience. The study examines the mediating effect of online brand engagement in the relationship between customer satisfaction, electronic word-of-mouth, digital platform and COVID-19 and customer experience from a developing country perspective, through the lens of the Service-Dominant Logic theory. Using the online survey method of data collection, a total of 552 valid responses were conveniently collected through a carefully designed questionnaire. The study employed the Partial Least Squares Structural Equation Modelling technique (PLS-SEM) to test the various hypotheses. The study revealed positive relationships between Covid-19, customer satisfaction electronic word of mouth and online brand engagement with the relationship being stronger for electronic word of mouth. The findings …
Publisher
Routledge
Date
2024
Source
https://scholar.google.com/citations?view_op=view_citation&hl=en&user=hXmr_bYAAAAJ&cstart=20&pagesize=80&citation_for_view=hXmr_bYAAAAJ:ZYsTHYU9jrMC
Language
English