Influence of aesthetics attributes of brand Web pages on customer brand engagement

Purpose This paper aims to empirically explore the influence of website aesthetic attributes (classical and expressive) on customer brand engagement (CBE) intention. Design/methodology/approach This research develops a framework and a few research hypothesis based on available literature on the concept of aesthetics, aesthetic attribute of websites and CBE, as well as other reliable resources, relevant theories, wherever required and tested it on the data collected from 400 respondents of the Y generation (Gen Y) of India by means of structural equations modelling using SPSS AMOS 21. Findings The findings indicate that expressive aesthetics of the brand Web pages of the beauty products is positively associated with drawing attention. Expressive aesthetics and classical aesthetics together explained 16% of the variance in attention. This indicates that aesthetic attributes indeed play a role in drawing the attention of the customer. However, mere attention is not sufficient to form the behavioural intention in the customer to engage with that particular brand unless the customer does get fully absorbed with aesthetic attributes of the brand Web pages. Research limitations/implications The outcome of this research is based on the view of only 400 Gen Y individuals from the city of Indore in India. This limits its generalizability across India and other country context. This study makes important contribution to brand website aesthetic and CBE literature by empirically investigating the concept of brand website aesthetics as important in interactive marketing approach to initiate CBE intention formation. It further argues that cognitive engagement is the first and foremost engagement dimension and underscores aesthetic attributes as important in forming the customer first perception based on which subsequent CBE behavioural intention develops. Originality/value This research adds novel insight in the relationship of the brand website aesthetic attributes and CBE by studying the impact of the aesthetic attribute of brand Web pages on the two cognitive elements, namely, attention and absorption and further its effect on brand behavioural intention taking as sample of Gen Y of India.

Social Media User-Influencer Congruity

This paper explores and inspects the effect of user-influencer congruence on social media platforms para-social relationships and consumer brand engagement (COBRA). In addition, the paper inspects the influence of para-social relationships on consumers brand in addition to the influence of social media platform type in moderating the effect of personality on para-social relationships and COBRA. A conceptual framework is developed to demonstrate the proposed relationships. Data was collected using online questionnaires, with 180 valid responses. The results suggest that user-influencer personality congruence is a salient predictor of para-social relationships and COBRA and that para-social relationship(s) have a substantial impact on customer brand engagement. Nevertheless, the results also indicated that social media platform type do not influence the relationship between congruity and para-social relationships or COBRA.

An examination of social media advertising features, brand engagement and purchase intention in the fast food industry

PurposeThis study aimed to investigate the impact of social media advertising features (interactivity, perceived relevance, informativeness and entertainment) on brand engagement in the fast food industry. It was also designed to identify the effect of brand engagement on purchase intention.Design/methodology/approachThe data was gathered from 258 customers of fast food restaurants in United Arab Emirates using an online survey. The collected data was analyzed via the partial least square approach (PLS-SEM) to verify the hypotheses and reach at conclusions.FindingsThe findings indicated that social media advertising features have positive effects on brand engagement. In particular, it was found that interactivity, perceived relevance, informativeness and entertainment are positively associated with brand engagement. The results also confirmed that brand engagement has a positive effect on purchase intention.Originality/valueThis study provides a noteworthy contribution to the literature by examining the effect of four unique social media advertising features on consumer engagement. By looking at previous studies, it can also be observed there is a limited empirical research on the effect of perceived relevance and informativeness on brand engagement. It further focuses on covering existing gaps in the literature concerning the effect of brand engagement on purchase intention in the fast food industry setting. This is one of the earlier studies that collectively examined these factors in model; particularly, in fast food industry setting with empirical data from a Middle East country.

The Mediating Role of Brand Engagement and Store Image on Relationship between Brand Identification and Purchase Intention: a Study of Omani Retail Market

Based on the convergence of social-identity and theory of reasoned action (TORA), the purpose of this research is to investigate the mediating effect of brand engagement and store image on the relationship between consumer brand identification and purchase intention. The study empirically investigates a theoretical framework developed from literature evidence using partial-least squares (PLS) structural equation modeling (SEM) to test hypotheses. A structured questionnaire, measuring items on a Likert seven scale, was used to collect data from 344 participants among shoppers of famous retail chains in Muscat. The results indicated that store-brand identification (SBI) alone is a weak predictor of purchase intention (PI). The results revealed that brand engagement (BE) and store image (SI) fully mediate the relationship between SBI and PI. Intrinsically, the study serves to enhance the insight into customers’ attitudes towards private-labeled store brands with a focus on the Omani retail market. The findings contribute a valuable insight on retail marketing strategies, and an interpretation into branding literature related to retail marketing and provide an understanding of marketing strategies and guidance for retail store management in Oman both at a strategic and tactical level.

Pengaruh Keterlibatan Merek, Komunikasi Merek, Dan Interaktivitas Merek Pada Keterikatan Merek Media Sosial

This study aims to explain the effect of brand involvement, brand communication, and brand interactivity on brand engagement J.CO Indonesia Instagram. The population of this study is J.CO Donuts & Coffee customers, and the sample is J.CO Donuts & Coffee customers that follow company official Instagram. Using purposive sampling technique, a total of 120 respondents is asked to fill the questionaire as main survey data sources. The results show that partially Brand Involvement has a positive and significant effect on Social Media Brand Engagement, Brand Communication has a positive and significant effect on Social Media Brand Engagement, and Brand Interactivity has a positive and significant effect on on Social Media Brand Engagement, and simultaneously Brand Involvement, Brand Communication, and Brand Interactivity have a positive and significant effect on Social Media Brand Engagement.

Virtual Retail

<p>Retail design has always been much more than selling products; it is a way for the brands to express them self. It is what they stand for through their brand essences. Turning their manifestation into physical forms to create space this physical space that interns offers the consumer an experiences. The interior architecture, bridges the gap between brand and consumers, as it evokes the essence of the brand while envisaging in an architectural form and tells one a story. However, since the birth of the e-consumer market, this gap that’s has differentiated the two apart has gotten widen, as 2D webpage can only offer so much. The interaction provided is minimal thus removing some of the experiential and service elements that traditionally a physical store would offer. This consequence lowers the brand engagement due to the limiting physical interaction of a webpage. Virtual Reality (VR) has become largely popular within many different sectors such as education, entertainment and military. This thesis proposes to explore how virtual reality can be used as an extending to the e-consumer market and articulate a hybrid integration for a shopping environment. The thesis will use precedents of brand identity, brand identity “is the manifestation of a brand that can be seen, heard and immediately experienced” this is the embodied of the brand in the physical form. Brand identity will be used to design the virtual environment.</p>

The Impact of Social Media Marketing on Purchase Intention in a Transition Economy: The Mediating Role of Brand Awareness and Brand Engagement

The study aimed to investigate the impact of social media marketing on purchase intention among consumers in Kosovo as a transition economy. The survey research has been conducted with a sample of 334 respondents in Kosovo, using an online survey tool for response collection. Structural equation modeling was used for assessing the proposed theoretical model. The bootstrapping technique was used to test the hypotheses and the mediating effects of brand awareness and brand engagement. The findings revealed a positive indirect impact of social media marketing on purchase intention and a full mediating effect of brand awareness and brand engagement in the relationship between social media marketing and purchase intention. The contribution of this study is that it provides insights into the impact of social media marketing on brand awareness, brand engagement, and purchase intention in transition economies. Moreover, it highlights the impact of social media marketing on enhancing brand awareness, brand engagement, and purchase intention in emerging economies in general and in particular in Kosovo. On a practical level, research results provide customers’ insights relevant for designing effective social media marketing strategies for their potential prospects in transition economies. This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Virtual Retail

<p>Retail design has always been much more than selling products; it is a way for the brands to express them self. It is what they stand for through their brand essences. Turning their manifestation into physical forms to create space this physical space that interns offers the consumer an experiences. The interior architecture, bridges the gap between brand and consumers, as it evokes the essence of the brand while envisaging in an architectural form and tells one a story. However, since the birth of the e-consumer market, this gap that’s has differentiated the two apart has gotten widen, as 2D webpage can only offer so much. The interaction provided is minimal thus removing some of the experiential and service elements that traditionally a physical store would offer. This consequence lowers the brand engagement due to the limiting physical interaction of a webpage. Virtual Reality (VR) has become largely popular within many different sectors such as education, entertainment and military. This thesis proposes to explore how virtual reality can be used as an extending to the e-consumer market and articulate a hybrid integration for a shopping environment. The thesis will use precedents of brand identity, brand identity “is the manifestation of a brand that can be seen, heard and immediately experienced” this is the embodied of the brand in the physical form. Brand identity will be used to design the virtual environment.</p>