The Impact of Digital Brand Engagement on Consumer Purchase Intention: A Study based on Brand Experience and Brand Attachment

Che Zhou; Ying Cao

doi:10.6981/FEM.202610_7(10).0010

Authors

Che Zhou International Business College, TKK College, Xiamen University, Zhangzhou, Fujian 363123, China
Ying Cao International Business College, TKK College, Xiamen University, Zhangzhou, Fujian 363123, China

DOI:

https://doi.org/10.6981/FEM.202610_7(10).0010

Keywords:

Digital Brand Engagement; Brand Experience; Brand Attachment; Purchase Intention; S-O-R Model.

Abstract

Social media and short-video applications have changed the way brands meet their audiences, and a good deal of that contact now takes place through comment sections, live streams, and user-generated content instead of the old one-way advertising model; what has received far less attention is the psychological route that such engagement travels through before it shows up in a purchase decision. Working from the S-O-R framework, this paper traces that route from digital brand engagement to purchase intention, treating brand experience and brand attachment as two mediators arranged in sequence. The evidence comes from a literature review, case work on Pop Mart and Florasis, and questionnaire data gathered from 178 consumers, and it points to a fairly clear pattern: five kinds of digital interaction - informational, emotional, user-participation, personalized, and community/UGC - feed a multi-dimensional brand experience, the positive experience that piles up over time gives rise to brand attachment, and that attachment then feeds back into a stronger willingness to buy. For firms that want their digital engagement to work harder, the results also suggest where the practical effort is best directed.

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