Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)

10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)

📍Makassar, Indonesia🗓️ 6-8 October 2025
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Strategies for Building Customer Engagement and Brand Experience: A Case Study of Nipah Park Mall

Authors
Amirah Muthahhari1, *, Fauziah Umar1
1Hasanuddin University, Makassar, Indonesia
*Corresponding author. Email: muthahharia24a@student.unhas.ac.id
Corresponding Author
Amirah Muthahhari
Available Online 20 June 2026.
DOI
10.2991/978-94-6239-709-5_141How to use a DOI?
Keywords
Brand Experience; Customer Engagement; Customer Loyalty; Brand Community; Shopping Mall Retail
Abstract

In an era of increasingly fierce competition in the retail industry, customer engagement and brand experience are key factors that determine the success of a business. Nipah Park Mall, as one of the growing shopping centers in Indonesia, has implemented various strategies to increase customer engagement and brand experience. This study aims to analyze these strategies and their impact on customer engagement at Nipah Park Mall. Using a qualitative approach, this study reveals that unique and interactive experiences can increase customer loyalty and create stronger relationships between customers and brands. In an evezevolving digital age, customer engagement and brand experience are key factors in retaining and attracting new customers. This journal examines the strategies implemented by Nipah Park Mall in building positive customer engagement and brand experience. Through in depth analysis, this study aims to provide insights into how these elements can be optimized to increase customer loyalty and competitive advantage.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
20 June 2026
ISBN
978-94-6239-709-5
ISSN
2352-5428
DOI
10.2991/978-94-6239-709-5_141How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Amirah Muthahhari
AU  - Fauziah Umar
PY  - 2026
DA  - 2026/06/20
TI  - Strategies for Building Customer Engagement and Brand Experience: A Case Study of Nipah Park Mall
BT  - Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)
PB  - Atlantis Press
SP  - 2026
EP  - 2037
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-709-5_141
DO  - 10.2991/978-94-6239-709-5_141
ID  - Muthahhari2026
ER  -