The Mediating Effect of Online Brand Engagement on Customer Experience
An Emerging Market Perspective
Bibliographic Data
| ID | 21737516 |
|---|---|
| Authors | George Kofi Amoako (0000-0002-7966-4867, Durban University of Technology), George Amoako (Ghana Communications Technology University, Durban University of Technology), Paul Omari (University of Professional Studies), Hayford Amegbe (0000-0002-5337-9507, Durban University of Technology), George Cudjoe Agbemabiese (0000-0002-2023-8847, University of Professional Studies, corresponding author), Ramayah Thurasamy (0000-0002-7580-7058, Universiti Sains Malaysia) |
| Year | 2025 |
| Volume | 26 |
| Issue | 3 |
| Pages | 538-559 |
| Publication date | 2025-07-03 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of African Business (JOURNAL) |
| Journal identifiers | ISSN: 1522-8916 • E-ISSN: 1522-9076 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/15228916.2024.2361406 |
| OpenAlex | W4399385430 |
| Language | EN |
| References cited | 118 |
Of rapidly growing importance to practitioners and scholars is customer brand engagement and customer experience. The study examines the mediating effect of online brand engagement in the relationship between customer satisfaction, electronic word-of-mouth, digital platform and COVID-19 and customer experience from a developing country perspective, through the lens of the Service-Dominant Logic theory. Using the online survey method of data collection, a total of 552 valid responses were conveniently collected through a carefully designed questionnaire. The study employed the Partial Least Squares Structural Equation Modelling technique (PLS-SEM) to test the various hypotheses. The study revealed positive relationships between Covid-19, customer satisfaction electronic word of mouth and online brand engagement with the relationship being stronger for electronic word of mouth. The findings provide valuable insights into how providers of services can create valuable customer experiences through customer online brand engagement. The study emphasizes the need for business practitioners to innovatively engage their customers, particularly through electronic word of mouth in their efforts to improve customer experience with their brands
Advertising · Brand experience · Business · Customer engagement · New product development · Political science · Social media · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Technology Adoption and User Behaviour · Marketing
Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R
What We Know and Don't Know about Online Word-of-Mouth
The Nature and Determinants of Customer Expectations of Service
Early Effects of the Covid-19 Pandemic on Relationship Satisfaction and Attributions
Lateral Collinearity and Misleading Results in Variance-Based SEM
Whence Consumer Loyalty?
The Digital Platform
Customer Engagement
Competing through service
Brand Experience
Institutions and axioms
The Importance of a General Measure of Brand Engagement on Market Behavior
Managing the co-creation of value
S-D logic–informed customer engagement
Customer engagement
Service-dominant logic
A new criterion for assessing discriminant validity in variance-based structural equation modeling
Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models
A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions
Customer Satisfaction
Relationship Management, Competitive Advantage and Performance of Hotels
Engagement Capability, Innovation Intensity and Firm Performance
Has Covid-19 accelerated opportunities for digital entrepreneurship? An Indian perspective
How do experiences enhance brand relationship performance and value co-creation in social commerce? The role of consumer engagement and self brand-connection
Covid-19
Student evaluation of online learning during the Covid-19 pandemic
Triggers of consumers’ enhanced digital engagement and the role of digital technologies in transforming the retail ecosystem during Covid-19 pandemic
Social Media
Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites
In TripAdvisor we trust
Reconfiguring relations of accountability
Consumer engagement in online brand communities
Digital platforms for development
| Citation velocity | historical |
|---|---|
| Highly cited | No |