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The impact of consumer online brand engagement on repurchase intention, brand commitment and positive word of mouth in online shopping brands: Trendyol Turkey application
(İstanbul Gelişim Üniversitesi Lisansüstü Eğitim Enstitüsü, 2022) Al Omairy, Ameer Hayder Labeeb
In comparison to previous definitions such as "involvement," the consumer brand engagement (CBE) idea has been introduced to more clearly describe the nature of consumers' specific interactive brand interactions. Given the expanding interest to scientists in identifying customer needs on 'engagement,' Therefore, this research was aimed and directed to look into the effects of consumer online engagement on brand commitment, repurchase intention and positive word of mouth in online shopping brands(Trendyol Turkey application). Within the framework of this thesis, a survey has been conducted with 450 participants who actively use online shopping brands (Trendyol Turkey application). Findings showed there is a strong and meaningful connection between consumer online brand engagement and brand commitment, repurchase intention and positive word of mouth