The Impact of Digital Consumer Engagement Dimensions on Brand Recall. An Empirical Study on Online Fashio Conmmunity

نوع المستند : المقالة الأصلية

المؤلفون

1 ;كلية التجارة - جامعة كفر الشيخ

2 كلية التجارة - جامعة كفر الشيخ

3 مجلة الدراسات التجارية المعاصرة كلية التجارة - جامعة كفر الشيخ

المستخلص

The Impact of Digital Consumer Engagement Dimensions on Brand Recall.
An Empirical Study on Online Fashion Community

This study aims to investigate the impact of digital consumer engagement (DCE) three
dimensions: cognitive, emotional, and behavioral on brand recall (BR). The describto-explonary approach and the quantitative research method were used in the study. The convenience sample of 586 online fashion community followers is applied through E-questionnaire.
The findings revealed that cognitive and behavioral dimensions have a positive influence on BR, but emotional dimension has no significant influence on BR. Furthermore, there are significant differences among followers’ perceptions toward cognitive dimension, but there are no significant differences toward emotional and behavioral dimensions according to their gender. Finally, theoretical and practical implications were discussed, as well as future research directions.
the research recommendations
Invest in Quality Content: - Interactive Content Strategies: - Utilize Social Media Platforms: - Multi-Channel Approach: - Storytelling and Emotional Connection - Measurement and Analytics:

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