Question

What are the factors (also known as drivers or antecedents) of online customer engagement? (please name those factors and explain them in separate paragraphs with examples). For example, intimacy, interaction, influence, and involvement (also known as the four I's ) are some of the drivers of online customer engagement. Similarly, convenience, comfort, consistency, and customization (also known as the 4 C's) are another drivers of online customer engagement.

Answer 1

1- Intimacy- refers to the feeling of connection and affection with the product/ brand that can be understood through aspects like the proper feedback mechanism or participation in the focus group research. The spontaneity in the context of customer responses is also linked with the intimacy formation.

2- Interaction- The videos uploaded or watched/ downloaded, the ratings given, the reviews read and written, the contests participated or quiz solved and the number of the renewed subscriptions together communicate the term "interactions" which can be analysed to fetch better opportunities.

3- Influence- The spread/ diffusion of the content through family, peers and friends and the positive vibrations elevated through social media, video embeds, tagged contents and widgets.

4- Involvement- The frequency of visiting the pages and the time spent per page, its probable impact on the purchase and the viewership and readership calculations are the reflections of the involvement.