A Netnographic Qualitative Inquiry of Antecedents and Outcomes of Online Brand Engagement

Abstract

This study aims at exploring the role of Online Brand Engagement (OBE) in retaining customers, augmenting brand loyalty elevating brand image & strengthening brand association. This is an exploratory study with qualitative approach & netnographic technique of data collection. Using purposive sampling, 20 social media users were voluntarily selected to participate in this study, they strived to engage themselves with the restaurant brands on their online pages for more than a month, the researchers then conducted semi-structured in-depth interviews from those participants to explore the framework of online brand engagement in Pakistan. Thematic finding indicates that satisfactory online brand engagement triggers special feeling for the brand and that results in generation of word of mouth. It also creates ease and convenience that foster the customer-brand relationship. Moreover, positive OBE develops sense of trust which strength image of that brand, customer feel associated with the brands. This whole process culminates into customer retention and brand loyalty.