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

Author

Listed:
  • Dr. PICHYADA PHEUNPHA

    (Faculty of Management Science, Ubon Ratchathani University)

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

Suggested Citation

  • Dr. PICHYADA PHEUNPHA, 0000. "Brand Experience and Digital Marketing Communication Affecting Customer Engagement: A Study of Shopee Customers in Thailand," Proceedings of International Academic Conferences 15717064, International Institute of Social and Economic Sciences.
    • Handle: RePEc:sek:iacpro:15717064
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    JEL classification:

    • D49 - Microeconomics - - Market Structure, Pricing, and Design - - - Other

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