The Impact of Digital Consumer Engagement Dimensions on Brand Recall. An Empirical Study on Online Fashio Conmmunity | ||||
| مجلة الدراسات التجارية المعاصرة | ||||
| Volume 10, Issue 18, July 2024, Page 37-93 PDF (919.79 K) | ||||
| Document Type: المقالة الأصلية | ||||
| DOI: 10.21608/csj.2024.261351.1450 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
| Islam Abd El-Mageed Mostafa El-Adly1; Husein Moselhy Said2; Ali Ahmed Abdelkader3 | ||||
| 1;كلية التجارة - جامعة كفر الشيخ | ||||
| 2كلية التجارة - جامعة كفر الشيخ | ||||
| 3مجلة الدراسات التجارية المعاصرة كلية التجارة - جامعة كفر الشيخ | ||||
| Abstract | ||||
| The Impact of Digital Consumer Engagement Dimensions on Brand Recall. An Empirical Study on Online Fashion Community This study aims to investigate the impact of digital consumer engagement (DCE) three dimensions: cognitive, emotional, and behavioral on brand recall (BR). The describto-explonary approach and the quantitative research method were used in the study. The convenience sample of 586 online fashion community followers is applied through E-questionnaire. The findings revealed that cognitive and behavioral dimensions have a positive influence on BR, but emotional dimension has no significant influence on BR. Furthermore, there are significant differences among followers’ perceptions toward cognitive dimension, but there are no significant differences toward emotional and behavioral dimensions according to their gender. Finally, theoretical and practical implications were discussed, as well as future research directions. the research recommendations Invest in Quality Content: - Interactive Content Strategies: - Utilize Social Media Platforms: - Multi-Channel Approach: - Storytelling and Emotional Connection - Measurement and Analytics: | ||||
| Keywords | ||||
| Digital consumer engagement Emotional; Behavioral; Brand recall; Online fashion community followers | ||||
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