Hows and Whys That Lead to Online Brand Engagement

Abstract

This article contributes to digital branding and customer involvement via social media. To improve online brand engagement, this study examined brand awareness, social linkage, and online trust value. Effective web survey design acquired 317 empirical online sample answers for the paper. The current study uses structural equation modeling to evaluate and verify the postulated model. In this competitive internet era, social networking-supported marketing may raise brand engagement to increase online brand trust, positive brand attitude, and deeper customer emotional connection and brand likability. This study proposes a unique paradigm to improve online brand engagement by investigating brand awareness, social, and online trust value correlations.