Strategies for Building Customer Engagement and Brand Experience: A Case Study of Nipah Park Mall

Amirah Muthahhari () and Fauziah Umar
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Amirah Muthahhari: Hasanuddin University
Fauziah Umar: Hasanuddin University

A chapter in Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025), 2026, pp 2026-2037 from Springer

Abstract: Abstract In an era of increasingly fierce competition in the retail industry, customer engagement and brand experience are key factors that determine the success of a business. Nipah Park Mall, as one of the growing shopping centers in Indonesia, has implemented various strategies to increase customer engagement and brand experience. This study aims to analyze these strategies and their impact on customer engagement at Nipah Park Mall. Using a qualitative approach, this study reveals that unique and interactive experiences can increase customer loyalty and create stronger relationships between customers and brands. In an evezevolving digital age, customer engagement and brand experience are key factors in retaining and attracting new customers. This journal examines the strategies implemented by Nipah Park Mall in building positive customer engagement and brand experience. Through in depth analysis, this study aims to provide insights into how these elements can be optimized to increase customer loyalty and competitive advantage.

Keywords: Brand Experience; Customer Engagement; Customer Loyalty; Brand Community; Shopping Mall Retail (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-709-5_141

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