Brand Engagement In S-commerce: A Study of Malaysia Customers


Lim, Ying San and Yeo, Sook Fern and Ng, Tuan Hock and Mohamad, Wan Normila (2022) Brand Engagement In S-commerce: A Study of Malaysia Customers. In: 2022 International Conference on Digital Transformation and Intelligence, ICDI 2022, 1-2 Dec. 2022, Sarawak, Malaysia.

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Nowadays, many sellers have started to participate in s-commerce. This has opened a new opportunity for sellers to sell the company's products and services. Due to the unique environment in social media, online sellers need to thoroughly focus on improving consumer engagement in scommerce. The main objective of this study is to determine the influence of customer participation, customer involvement, eWOM, and self-expressive brand on s-commerce brand engagement. The study collected 150 usable data using a selfadministered online questionnaire. The Structural Equation Model (SEM) was used to analyse the data of the study. The result of the study showed that customer involvement, eWOM, and self expressive brand will influence brand engagement. Based on the results of the study, recommendations were made for the company.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Brand engagement, customer involvement, customer participation, eWOM, s-commerce, self-expressive brand
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions: Faculty of Business (FOB)
Depositing User: Ms Nurul Iqtiani Ahmad
Date Deposited: 07 Mar 2023 02:06
Last Modified: 07 Mar 2023 02:06


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