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The role of social shopping and self-brand connection on emotional engagement : an online shopping context
Mini Dissertation (MBA)--University of Pretoria, 2019.
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| Other Authors: | |
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2020
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| _version_ | 1867613521352589312 |
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| access_status_str | Open Access |
| author2 | Chipp, Kerry |
| author_browse | Chipp, Kerry |
| author_facet | Chipp, Kerry |
| collection | Thesis |
| dc_rights_str_mv | © 2020 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2019. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/73995 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:37:28.126Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2020 |
| publishDateRange | 2020 |
| publishDateSort | 2020 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/73995 The role of social shopping and self-brand connection on emotional engagement : an online shopping context Chipp, Kerry ichelp@gibs.co.za Mouton, Ruchelle UCTD Mini Dissertation (MBA)--University of Pretoria, 2019. The study investigates whether social shopping and self-brand connection predicts emotional engagement when customer shop online. Customer engagement has emerged as an important avenue for marketers to build long term relationships with customers as a mechanism for sustainable competitive advantage. However, although academics and practitioners are aware of the importance of customer engagement, most remain focused on behavioural components of engagement with limited focus on emotional engagement. The study proposes a that social theories provide an avenue to investigate customer engagement, specifically emotional engagement by investigating social shopping and self-brand connection and whether it predicts emotional engagement. A quantitative study was conducted via the survey method and questionnaires were distributed to collect data. Multiple regression analysis was carried out to determine whether social shopping and self-brand connection predicts emotional engagement. The research confirmed that self-brand connection is a predictor of emotional engagement, and that the relationship is strengthened when taking into consider gender. However, social shopping was found not to be a predictor of emotional engagement. Implications for theory and practitioners are provided in the context of the literature review. tk2020 Gordon Institute of Business Science (GIBS) MBA 2020-04-06T10:00:11Z 2020-04-06T10:00:11Z 2020/04/01 2019 Mini Dissertation Mouton, R 2019, The role of social shopping and self-brand connection on emotional engagement : an online shopping context, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/73995> http://hdl.handle.net/2263/73995 en © 2020 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD The role of social shopping and self-brand connection on emotional engagement : an online shopping context |
| title | The role of social shopping and self-brand connection on emotional engagement : an online shopping context |
| title_full | The role of social shopping and self-brand connection on emotional engagement : an online shopping context |
| title_fullStr | The role of social shopping and self-brand connection on emotional engagement : an online shopping context |
| title_full_unstemmed | The role of social shopping and self-brand connection on emotional engagement : an online shopping context |
| title_short | The role of social shopping and self-brand connection on emotional engagement : an online shopping context |
| title_sort | role of social shopping and self brand connection on emotional engagement an online shopping context |
| topic | UCTD |
| url | http://hdl.handle.net/2263/73995 |