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.

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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  -