What Makes the Indian Youths to Engage with Online Retail Brands: An Empirical Study

Subhajit Bhattacharya and Vijeta Anand

Global Business Review, 2021, vol. 22, issue 6, 1507-1529

Abstract: The consumer shopping principles have transformed exceptionally in digitized marketing environment. In India, online buying is the latest development among the fellow youngsters. The online shopping culture has brought the change in a modern market-oriented lifestyle. It also increases the challenge of online marketers to know more about the changing lifestyle of the new age customer. This guides the online marketers in delivering better customer value with improved service for ensuring customer retention. This research explores the linkage among economic values, functional qualities and emotional connections in the formation of brand engagement at online retail marketplace with the help of a proposed model. A sample survey of 182 online youth buyers was conducted across three cities in India, namely Bangalore, Kolkata and Delhi. Exploratory factory analyses and confirmatory factor analysis have been performed to examine the proposed conceptual model in the present study. The upshot of this present research would cast light on the idea through which an effective online retail platform could be generated for the Indian youths that would generate a better consumer value to enhance the online retail brand equity.

Keywords: Online marketing; online youth buying behaviour; online retail branding; economic value; social linkage; emotional linkages; online brand engagement (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:sae:globus:v:22:y:2021:i:6:p:1507-1529

DOI: 10.1177/0972150918822106

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