KOREASCHOLAR

INVESTIGATING THE IMPACT OF REWARDED CUSTOMER ENGAGEMENT ON LOYALTY PROGRAM MEMBERS, AND WHETHER IT INDUCES THEIR ENGAGEMENT IN BRAND’S METAVERSE

Muniba Rauf, Xiaolin Li, Heikki Karjaluoto
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422669
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.583
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Customer engagement has been a focus of a significant amount of research. Most of the prior research on customer engagement typically focused on engagement and loyalty in loyalty program context, while the impact of rewarded customer engagement on program members has largely been missed out. Additionally, no prior study yet has focused on the conceptualization of rewarded customer engagement, while exploring and comparing its significance on various digital platforms, such as loyalty programs and Metaverse. Thus, this study aims to conceptualize rewarded customer engagement while investigating its impact on loyalty program members, and whether it induces and/or encourages their engagement in brand’s Metaverse platform(s).

Keyword
MetaverseRewarded customer engagementLoyalty programsCustomer loyalty.
Author
  • Muniba Rauf(University of Jyvaskyla, Finland)
  • Xiaolin Li(London School of Economics & Political Science, United Kingdom)
  • Heikki Karjaluoto(University of Jyvaskyla, Finland)