ANTECEDENTS AND CONSEQUENCES OF ELECTRONIC BRAND ENGAGEMENT: CASE STUDY USERS OF DIGI-KALA APPLICATION MOBILE

The main purpose of this research is identifying predictors and outcomes of electronic brand engagement in users' mobile application. For this purpose structured questionnaire was developed to collect data and totally 334 questionnaires of DigiKala users' mobile commerce application were analyzed. The suggested research model was tested by structural equation modeling (SEM). The findings indicate that customer satisfaction and trust in with retailing stores have a positive influence on customer engagement with electronic brand in shopping via app. Moreover, the results show that customer brand engagement has a positive influence on the e-WOM and intention to the help other customers and retailer. Studying on the electronic brand engagement specially in the case of mobile applications is a novel topic and previous research on consumer behavior and digital marketing has not considered it in Iran. Another contribution of this study is examining the relationships between electronic brand engagement, its predictors and its consequences coincidently.