The Impact of Brand Experience on Consumer Engagement
- DOI
- 10.2991/aebmr.k.220701.062How to use a DOI?
- Keywords
- Perceptual Experience; Social Experience; Epistemic Experience; Embodied Experience; Consumer Engagement
- Abstract
The purpose of this study is to examine the effect of brand experience (with the dimensions of perceptual, social, epistemic, and embodied experiences) on consumer engagement. One hundred followers of the Facebook page acted as the survey sample chosen using convenience sampling. Descriptive and multiple linear regression analyses were used to analyze and test the hypothesis. The research results indicate that the respondent has a good impression of the perceptive, social and epistemic experience. According to the hypothesis testing, perceptual and epistemic experiences did not affect consumer engagement, while social experience and embodied experience affected consumer engagement. This result was caused by the followers’ characteristics that prefer to have social and embodied experience while consuming Facebook brand page.
- Copyright
- © 2022 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article distributed under the CC BY-NC 4.0 license.
Cite this article
TY - CONF AU - Erni Martini AU - M. Naufal Shidqi AU - R. Hurriyati AU - Bambang Widjajanta PY - 2022 DA - 2022/07/12 TI - The Impact of Brand Experience on Consumer Engagement BT - Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021) PB - Atlantis Press SP - 321 EP - 325 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.220701.062 DO - 10.2991/aebmr.k.220701.062 ID - Martini2022 ER -