customer brand engagement

This article aimed to examine the impacts of acceptance factors for conversational assistants on customer attitudes and brand engagement, while also considering the moderating role of perceived risk. The study adopted a positivist paradigm, employed a comparative research strategy, and utilized a cross-sectional design. It was applied in purpose and descriptive in method. The target population comprised customers of banks in Isfahan with a minimum sample size of 396 determined using G-Power software; however, to enhance accuracy, a sample of 400 participants was selected. Data were collected using a standardized questionnaire. Validity was assessed through content validity based on expert opinions, as well as convergent and divergent validity. Reliability was evaluated using Cronbach's alpha, omega coefficient, and composite reliability. Descriptive statistics were computed using SPSS version 25, while Structural Equation Modeling (SEM) was performed using Smart PLS 3.0 to evaluate model fit and test hypotheses. Results indicated that perceived ease of use, perceived usefulness, perceived pleasure, and perceived trust significantly and positively influenced customer attitudes and brand engagement. Additionally, perceived risk moderated the relationship between customer attitude and brand engagement. If conversational marketing is effectively implemented in banking, and if conversational assistants are embraced by customers, this will foster a positive attitude and enhance customer engagement with the brand. Therefore, the banking industry should prioritize the development of appealing conversational assistants to provide optimal experiences and services that meet customer needs in a timely manner.

Today, social media has taken over all aspects of people's lives and has enabled extensive communication. For these reasons, businesses have tended to engage in marketing activities on social media to facilitate their relationship with customers. One of the main goals that businesses pursue by doing these marketing activities is to achieve special value in the minds of customers. In the same direction, the purpose of this study is to investigate the direct impact of social media marketing activities on brand equity and the indirect impact through brand trust and customer brand engagement. The research method is practical and descriptive-survey with correlation approach. the data were collected by questionnaires that completed by 304 Iranian Instagram users who follow at least one page of a clothing brand on Instagram. descriptive statistical methods by SPSS25 software and partial least squares structural equation modeling by SmartPLS3 software have been used to analyze the data. Finally, according to the results of the analysis, the positive and significant impact of social media marketing activities on brand equity, on brand trust and on customer brand engagement and also the positive and significant impact of brand trust on customer brand engagement and both on brand equity have been confirmed. brand trust and customer brand engagement have been proven as partial mediators in the relationship between social media marketing activities and brand equity.

Considering the recent crises, including the corona disease and the sanctions and their effects on the tourism industry, it is necessary to revive this industry. This study investigates the effect of brand coolness on customer brand engagement and the effect of customer brand engagement on the behavioral responses of tourists (intention to revisit and intention to recommend to others), considering the moderating role of brand experience. The population of this research is tourists in Isfahan, which was selected using Cochran's formula of 400 people. The data collection tool is a questionnaire that was distributed and collected using the available method. In this research, content and convergent validity were measured and checked, and reliability was obtained by calculating Cronbach's alpha factor loading coefficients and composite reliability. Structural equation modeling of confirmatory factor and Spss25 and Smart Pls2.0 software were used for data analysis. The results show that coolness has a positive and significant effect on brand engagement, and brand engagement has a positive and significant effect on the intention to revisit and the intention to recommend to others. Brand experience can moderate the effect of brand coolness on brand engagement. Tourism managers and marketers can increase the number of tourists revisiting destinations by considering the role of brand coolness and its effect on customer brand engagement by providing a favorable brand experience. Also, encourage tourists to recommend these tourist places to others.

The rapid growth of the Internet and the increasing penetration of social media in the society have provided a good opportunity to reinforce the relations of organizations with customers. By applying these media, organizations can increase their interactions with customers and create more value for both the customers and themselves through engaging them with the brand. Accordingly, this study seeks to identify the antecedents, dimensions and consequences of customer brand engagement in social media in the banking industry.  In order to achieve the purpose of the research, the mixed method was used, and the data were collected from the customers who followed one or more banks in social media. The data collection tools were in-depth interviews (in the qualitative section) and questionnaires (in the quantitative section). The data were processed through content analysis and structural equation modeling with a partial least squares approach and the Smart PLS software. The results of the study are presented in the framework of a customer brand engagement model in social media in the banking industry. The model has three sub-categories including the antecedents, dimensions and consequences of customer engagement. The antecedents address individual factors including reward (social media provide an easy and comfortable way to receive brand-related campaigns and/or special offers), entertainment (i.e., one of the main motivations concerning the consumers’ use of social media such as playing games, listening to music, and viewing videos), information acquisition (consumers rely and more often use social media to conduct their search for information and to decide what to purchase), curiosity (The user's willingness to interact on social media to access the opinions of others about the bank provides easy access to bank information and what is happening in the bank), brand involvement (the perceived relevance of the brand based on inherent needs, values, and interests), and social advantage (ability to establish and obtain social identity among other users and facilitate and expand social interactions with other users). The organizational factors include brand reputation (it refers to factors such as having a large audience, well-known and positive image of the bank in society), brand popularity (it is related to the acceptance and popularity of the bank among the people of the community), service experience (subjective, internal consumer and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity, packaging, communications, and environments), advertising (good information and advertisements of the bank channel and the proper promotion of social media bank plans by employees cause the acquaintance and following of it on social media), reliability (people assume companies’ social media as a more trustworthy source of information concerning products and services), and content quality (useful and up-to-date content on a bank page or channel on social media can be an important motivating factor for following it on social media and consequently engaging with it). The media-related factors include user-friendliness (the desirability of the bank's page or channel, its visual appeal, and even the features of the social media application in which the bank operates, such as ease of installation and use, can play important roles in engaging the customer with the brand on social media), security (this refers to protecting the security and privacy of individuals and preventing the misuse of customers' personal information by the social media in which the bank operates), quality (the features of the bank's social media application, such as the speed and convenience of updating, are in this section), capabilities (the ability to store and preserve previous customer information, compatibility with all mobile devices and having good facilities such as chatting and sending photos and videos are considered as effective media capabilities for customer engagement), and media popularity (the popularity of social media and the large number of their audience will play effective roles in choosing the users of those media to denigrate the bank and conflict with it.).Customer engagement has three dimensions: cognitive (brand-related activities include the individual’s level of concentration and/or engrossment in the brand), emotional (customer’s level of brand-related inspiration and/or pride) and behavioral (the customer’s level of energy exerted in interacting with a focal brand).Finally, the consequences of engagement for the bank and social participation include awareness (such as increasing the customer's banking information, awareness of its plans and services and answering questions), perceived ease (such as easier access to bank information and facilitated banking activities), economic benefit of customers (such as discounts or prizes), loyalty (repeated purchases prompted by a strong internal disposition), feedback (delivery of immediate feedback to other users), and trust (consumer-perceived security and reliability in brand interactions, and the belief that the brand acts in the consumer’s best interests). The results of the data analysis confirmed the hypotheses and showed that all the three categories of individual, organizational and media factors can lead to customers' brand engagement through which certain outcomes are achieved for the customers, banks and society. Finally, some suggestions have been proposed to engage customers in social media.

The Corona crisis has had many economic, social, and psychological effects on various businesses and industries, including tourism. Many businesses and tourism businesses in covid-19 have suffered new damage. Corona has caused many people to lose their jobs and incomes. Employees and managers of the tourism industry have suffered dramatically during the Corona era. Therefore, policymakers need to consider comprehensive and mandatory measures to help employees and managers of the tourism industry. Health-related crises may directly and negatively affect tourism because corona travel can play a vital role in spreading pandemics among tourist destinations. Coronation and quarantine measures have reduced the number of tourists; even tourism in some areas has stopped entirely. Pervasive health issues such as perceived danger and fear have closed tourist destinations in many countries and left people quarantine. Perceived risks or fears are the main factors influencing travel behaviour or travel intentions in the present and future. Social media is an essential factor in crises and infectious diseases, including Covid-19. Social media also has acute effects on tourism, primarily how tourists use information. Therefore, it is suggested that tourism destinations use social media operating systems to reduce the perceived risks and fears by visitors and influence their understanding of their destination. Co-creation of value and customer brand engagement is essential for business-building mechanisms because it affects the potential behaviours of customers. To support this industry, marketers and tourism stakeholders can use social media in the tourism industry to influence customer brand engagement and increase their participation, and ultimately influence the behavioural intentions and co-creation of brand value and re-intention. Recently, many studies have focused on the tourism crisis, while a small number of studies have examined and studied the health risks associated with the corona. This study investigates the effects of social media on customer brand engagement and its subsequent impact on the co-creation of brand value, behavioural intention, and re-intention in the corona environment.

The present study is part of applied and descriptive-survey researches in terms of purpose and data collection method. This study seeks to describe and explain the impact of social media on customer brand engagement and the co-creation of brand value, behavioural intention, re-intention by considering the moderating role of customer perceived risk in the Covid-19 era in the tourism industry. The population of this research is the tourists of Isfahan. According to the statistics announced by the Secretariat of the Executive Headquarters of Travel Services of Isfahan Province, the number of tourists is more than 94,000, and 190 people were selected using the Cochran's formula. Research scales for measuring variables were first extracted from theoretical foundations, and then a questionnaire was designed based on the Likert scale. Then, based on the experts' opinion, the face validity and content were reviewed and approved, and available methods collected the data. In this study, content validity and construct validity were evaluated, and reliability was obtained by calculating factor loadings of Cronbach’s alpha and combined reliability, which was confirmed. Confirmatory factor analysis of structural equations modeling and Spss25 and Smart Pls2.0 software were exerted to analyze the data.

Despite the dangers, threats, and effects that Corona has had on the tourism industry, the use of social media during the Corona era and even in the future can help the survival and revival of the tourism industry. The results show that social media (with a path coefficient of 1.152 and t-value = 6.638) positively and significantly affect customer brand engagement. And customer brand engagement with a path coefficient of 0.874 and t-value = 27.615 has a positive and significant effect on behavioural intention. Customer brand engagement with a path coefficient of 0.611 and t-value = 3.141 has a positive and significant impact on co-creation of brand value, and also customer brand engagement with a path coefficient of 0.721 and t-value = 5.042 has a positive and significant effect on re-intention in the corona era. Perceived risk during travel in the corona era (t-value = 2.306) can moderate the impact of social media on customer brand engagement.

When tourists recognize a high level of engagement, a positive impact on brand value creation is anticipated. Customer brand engagement, which leads to the co-creation of brand value, resulting from customer brand engagement. Investing in social media can bring significant benefits to the tourism industry. Therefore, tourism marketers are advised to develop different marketing tactics and strategies that play an influential role in customer brand engagement based on social media in the tourism industry in the corona era. Perceived customer risk can moderate the impact of social media on customer brand engagement. In tourism, there are perceived risks that affect the behavioural intention and the co-creation of brand value. Perceived risk is the degree of potential loss defined by the individual due to the adverse consequences of travel due to the global prevalence of Covid-19. Some perceived risks, such as health risks, and etc., affect people's behavioural intentions and re-intention.

Businesses began using social network as a way to help customers and staff communication and in order to obtain more information in the field of their interests and properties and also to provide customers with services in an attractive environment of technology.

Methosd: 

The main purpose of the present research is explain the structural relations model between social networks marketing and customer behavior toward brand promotion in the dairy industry. The present research is practical – developmental in term of purpose and it is descriptive survey in term of method. The statistical community includes kalleh company`s operators and active members in the social networks at Mazandaran province that their exact number was not announced. In this research, the sample size was calculated based on cochran formula, because of uncertainity of statistical community. Sampling method is of kind of available method, and in order to data collecting, the questionnaire, library and field method were used. Data analysis performed using an analytical predictive software spss 24 and a route modeling software application smart PLS 3.

Finding of this study showed that social media marketing antecedents include social business incentives, brand experience and perceived values of branded web which has a positive and significant effect on customer – business relationships and brand health through the mediating factors of customer brand engagement and attitude toward position. Results of study showed that customer brand engagement and their attitude toward brand position promotes the brand. The results confirm all the hypotheses of the research.

In recent years, customers rely on social networks to choose brands and make buying decisions and actively connect and engage with brands on social networks. They share their information and experiences about products and services of brands with other customers through social networks. Therefore, the emergence of social networks and their ability to engage customers much better than before, has made marketing researchers and professionals to seize this opportunity via realizing customer engagement concept and taking advantage of social networks. Hence, the purpose of this study is to present antecedents and consequences of customer brand engagement in social networks through a model. In this study, the results and findings of previous studies have analyzed by means of Meta-Synthesis approach through seven known steps of method, and found 24 variables as antecedents and consequences of the customer brand engagement model in social networks. The variables were divided into two groups; one as antecedents containing 4 concepts and the other as consequences including 2 concepts. After that, the validity and reliability of the obtained model was evaluated and then final model was presented. The findings of this study provides valuable insights into the antecedents and consequences of customer brand engagement in social networks for academic researchers and also creates value for organizations and brands.

Research shows that identity and brand resilience affect the mental conflicts of customers and organizations can plan long-term benefits by planning. A leading study was conducted to investigate the effect of identity and brand resilience on customer brand affairs of Irankhodro Company's dealers in Hamedan city. This research was a practical, quantitative, and cross-sectional study. The statistical population of this research was customers of Irankhodro Company's dealerships in Hamedan city. A sample of 384 members was selected randomly and without placement. The data collection tool was a standard questionnaire whose validity and reliability were verified and confirmed The content validity method was used to evaluate the validity and reliability of the Cronbach Alpha method was used. In order to analyze the data, structural equations based on partial least squares were used and implemented with Smart Pilar software. The findings show that identity and brand resonance and their components have a significant effect on consumer brand involvement, with the exception of active participation component.

Rapid developments of the internet and the increasing growth of social media have provided new opportunities for today's businesses. Using these media, organizations can build up deep and lasting relationships with their customers. Moreover by engaging customers with their brand, they can create positive outcomes for themselves, customers and society. Accordingly, this study seeks to identify Antecedents, dimensions, and consequences of customers brand engagement in social media in the banking industry. In order to achieve the goal, In-depth interviews were conducted with customers who following one or more banks on social media, and data analysis was performed by using content analysis method. The results of the research were presented in a research model consisting of three divisions of Antecedents (individual, organizational and media), consequences (individual, organizational and social) and dimensions of customers brand engagement. Finally this study provided suggestions to use these media to engage customers.

Customer Brand Engagement can boost loyalty and increase brand revenues. Therefore, it is necessary to identify factors affecting customer brand engagement (CBE). The purpose of this research is to utilize a qualitative approach with Emerging design of the grounded theory strategy to design Customer Brand Engagement model. In order to analyze the data, three-step coding (open, selective and theoretical coding) used. Also, the qualitative findings analyzed by MAXQDA software and finally Customer Brand Engagement paradigm model explained. The findings of the research show that to engage customers, five dimensions should be taken into consideration: "social media capabilities", "traditional media capabilities", "integration of social and traditional media capabilities", "Customer involvement with Brand" and "Customer participation with Brand". Also, customer satisfaction, trust, commitment, loyalty and attachment to brand are Consequences of CBE and Brand managers can strengthen this important construct and take advantage by focusing on antecedents and dimensions of Customer Brand Engagement.