Online customer engagement and brand love

Noel Y M Siu, Junfeng Zhang, Raissa S. P. Yeung

Research output: Contribution to conferenceConference paperpeer-review


More brands increasingly engage customers online in an attempt to develop customers’ brand love towards the brand. However, the effectiveness of such a strategy is still unclear. Drawing on the Conservation of Resources (COR) theory, the study aims to investigate both the bright and dark sides of online customer engagement in building brand love. Customer empowerment (bright side) and stress (dark side) are proposed as the mediators in the relationship between customer engagement and brand love. Extroversion is postulated to be the moderator. Findings from 205 survey responses indicate that empowerment positively mediates the impact of online customer engagement on brand love whereas stress negatively mediates the link. Extroversion only moderates the engagement-stress link. The study deepens our understanding of the online engagement strategy by providing empirical evidence of the underlying mechanism between customer engagement and brand love in the virtual community.
Original languageEnglish
Publication statusPublished - 29 Nov 2021
EventAustralian and New Zealand Marketing Academy Conference, ANZMAC 2021 - University of Melbourne, Australia
Duration: 29 Nov 20211 Dec 2021


ConferenceAustralian and New Zealand Marketing Academy Conference, ANZMAC 2021
Internet address

User-Defined Keywords

  • Brand love
  • Online customer engagement
  • Conservation of resources theory


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