Empirical study on consumer engagement with the brand on social networks

  • Meriem Melghagh Faculty of Law, Economics and Social Sciences , Cadi Ayyad University of Marrakech, Morocco
  • Lhoucine Ouahi Faculty of Law, Economics and Social Sciences , Cadi Ayyad University of Marrakech, Morocco
Keywords: Commitment to the brand, consumers, Loyalty, Attachment, Customer-brand Relationship

Abstract

Several studies have demonstrated the major role of content strategies, these strategies allow the consumer to be engaged via likes, comments, shares and subscriptions to the Facebook page. ”The four metrics chosen have proved to be relevant to measure engagement on an ad hoc basis. On the other hand, when we see engagement globally, that is, all metrics combined, it seems that texts and photos are not content strategies that promote user engagement.

The objective of this study is to test the explanatory factors of consumer engagement with the brand and their effects on loyalty through brand engagement, satisfaction, trust, congruence and perception. The results show that commitment effect loyalty, and it is also affected by satisfaction and commitment to the brand, not by trust.

For the methodology, we opted for the quantitative method using a questionnaire which will be distributed online to a sample of 60 people and which will be processed subsequently to obtain the final results. The results obtained show the importance of involving the Customer in order to strengthen brand attachment and maintain the Customer-brand Relationship.

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Published
2021-05-27
How to Cite
Melghagh, M., & Ouahi, L. (2021). Empirical study on consumer engagement with the brand on social networks. International Journal of Accounting, Finance, Auditing, Management and Economics, 2(3), 233-247. https://doi.org/10.5281/zenodo.4826865
Section
Articles