Dublin Core
Title
A Conceptual Model of Drivers of Online Brand Engagement: Moderating Role of COVID-19
Creator
George Kofi Amoako
Description
This chapter proposes that customer relationship management (CRM) activities of firms do have influence on trust developed by customers on digital platforms of firms. Similarly, e-commerce activities also impact the trust of customers on the digital platforms of firms. The model proposes further that online platform trust leads to the degree of online brand engagement. The higher the trust in the platform, the higher the likelihood of more online brand engagement of customers for the firms' brands. The proposed model however suggests that the relationship between digital platform trust of customers and brand engagement will be moderated by the impact of the COVID-19 pandemic. The implication is that the higher the COVID-19 impact, the higher the online brand engagement, and the lower the COVID-19 impact, the lower the online brand engagement.
Publisher
IGI Global Scientific Publishing
Date
2022
Source
https://scholar.google.com/citations?view_op=view_citation&hl=en&user=hXmr_bYAAAAJ&cstart=20&pagesize=80&citation_for_view=hXmr_bYAAAAJ:bCjgOgSFrM0C
Language
English