Exploring the Field of Digital Customer Brand Engagement: How Do Consumers'Perceptions of the Digital Brand Interactions Influence Their Behavior Towards the Brand?

摘要

Recently in the field of marketing,an increased interest in digital customer brand engagement can be observed by theorists and practitioners.The digital environment enables customers and fans of a brand to interact more easily with each other or with the brand itself.However,little research has been conducted in order to understand the effectiveness of a brand's digital activities and how they influence consumer behaviour towards the brand.Therefore,our study examines how the consumers perceive the digital brand interactions as well as how these perceptions influence their behaviour towards the brand.