An Empirical Study of Smartphone Companies in An Emerging Economy: The Role of Trust and Commitment in Fostering Consumer Engagement and Loyalty Via Social Media

Abstract

The purpose of this research is to learn more about the mental processes that drive customer involvement, with a focus on the roles that loyalty and trust play in this phenomena online. By investigating the connection between brand engagement on social media, brand affection, consumer trust, and brand loyalty, this study hopes to fill a vacuum in the existing literature. SEM smartPLS was used to analyze data from 251 replies on smartphone and clothing brands. Customers' commitment and trust are moderated not by their feelings but by demographic factors like age and gender. There is a direct and an indirect connection between consumer involvement and trust. Customer happiness, brand loyalty, and brand devotion are all factors that may be predicted and developed with active consumer engagement, as the study shows. Although not all of the predictions of the conceptual model are supported by the data presented here, the study does offer important theoretical and practical insights into how to improve customer engagement, relational marketing strategies, and the consumer acquisition process. The novelty and significance of this article come from its analysis of what motivates customers to interact with a brand online and from the creation of a conceptual model that examines the role of customer engagement as a mediator in the generation of brand loyalty, brand love, and customer satisfaction