The Mediating Effect of Online Brand Engagement on Customer Experience: An Emerging Market Perspective

The Mediating Effect of Online Brand Engagement on Customer Experience  An Emerging Market Perspective.pdf

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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