A Study on the Influence of Engagement Marketing Strategy on Customer Perceived Support and Willingness to Customer Engagement

Abstract

Based on the organizational support theory, this paper studied the effect and mechanism of corporate engagement marketing strategy on customer perceived support and customer willingness to engagement. The cross level analysis methodology was adopted for analyzing 43 domestic video website of 215 employees and 1075 customers. The results showed that corporate engagement marketing strategy had a significant impact on customer perceived support, willingness to customer engagement and customer perceived support played a fully mediated role among them.