Brand Experience and Digital Marketing Communication Affecting Customer Engagement: A Study of Shopee Customers in Thailand

Dr. PICHYADA Pheunpha ()
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Dr. PICHYADA Pheunpha: Faculty of Management Science, Ubon Ratchathani University

No 15717064, Proceedings of International Academic Conferences from International Institute of Social and Economic Sciences

Abstract: This study investigates the levels and interrelationships of brand experience, digital marketing communication, and customer engagement on the Shopee application, while examining their predictive effects on customer engagement. Using a quantitative research design, data were collected from 403 Shopee users in Thailand via a structured questionnaire with high internal consistency (Cronbach?s alpha = 0.931). Data were analyzed using descriptive statistics, Pearson?s correlation, and multiple linear regression. The results reveal high levels of digital marketing communication, brand experience, and customer engagement. Both digital marketing communication (r = 0.84, p

Keywords: Brand Experience; Digital Marketing Communication; Customer Engagement; Shopee (search for similar items in EconPapers)
JEL-codes: D49 (search for similar items in EconPapers)
Pages: 19 pages
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Published in Proceedings of the Proceedings of the 69th International Academic Conference, Berlin, Nov -0001, pages 29-47

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