Customer Brand Engagement as a New Component of Service Value and Supply Chain in the Social Media Age

Abstract

This paper mainly argued brand engagement as a new component of service value and supply chain in social media age, and employed methods including literature review, questionnaire survey and structural equation analysis. The results showed that: (1) the traditional theory holds that the process of value creation of an enterprise takes place inside the business, and the customer is merely a passive recipient that enjoys the value generated by the enterprise. However, in the social media age, customer brand engagement has become a new component of service value and supply chain, for that customer brand engagement can generate transaction value; (2) by employing structural equation analysis, results showed significant regression weights of customer involvement, perceived interactivity, customer satisfaction, trust on brand engagement, and the same between brand engagement and brand loyalty. The results confirmed that customer brand engagement can act as a mediator variable between brand satisfaction and brand loyalty. This paper gave new insights into the understanding of nature of Customer Brand Engagement and empirically proven the relationships of Customer Brand Engagement in service value and supply chain.