Social and Behavioral Sciences Commons^™

Impact Of Customer Engagement, Brand Attitude And Brand Experience On Branded Apps Recommendation And Re-Use Intentions, Nusser Raajpoot, Beth Ghilni-Wage

Atlantic Marketing Journal

Abstract

This paper seeks to understand the impact of customer engagement, brand attitude, and brand experience on branded apps recommendation and re-use intentions. Using structural equation modeling we test a causal model to establish the direct and mediated paths between constructs under study. We found that contrary to popular perceptions, customer engagement does not load directly on the recommendation or re-use intention suggesting that engagement on its own may not be sufficient to elicit recommendation or re-use intention. Other factors and contexts will be necessary to elicit recommendation etc. We also found that recommendation mediates the relationship between brand attitude …

Designing Engagement For Academic Libraries, Betsy Whitley, Amy Burger

Georgia Library Quarterly

This article discusses ways to engage library users and non-users, from small tweaks to large-scale efforts. The librarian authors share their successes and lessons learned. Topics covered include library events, workshops, and passive programming. The benefits of making changes include fostering relationships and encouraging participation among library visitors to educate, entertain, and include.