From Clicks to Connections: Exploring the Role of Social Media and e-WOM in Shaping Brand Engagement through Total Customer Experience in South Punjab

Abstract

This study examines the combined effects of social media (SM), electronic word of mouth (e-WOM), and total consumer experience (TCE) on brand engagement. Considering the S-O-R model as the framework of the study, data was collected from 350 participants from South Punjab using a mix of physical and online surveys. With the use of SPSS and PLS-SEM, the positive impact of SM and eWOM on the BE is exhibited and the role of TCE as a mediator. The vital role of customer experience in manifesting digital intercommunications into extensive brand connections was the highlighted result. The results of this research provide the developing reservoir of research on digital engagement by providing useful data for businesses to foster customer association by the strategic utilization of SM and eWOM. Upcoming studies might need to take in mind multiple kinds of cultural and industrial factors, probe extra mediators and moderators, and use longitudinal and analytical techniques. By contributing applicable strategies for businesses to grip SM and eWOM, this study contributes to expand the body of knowledge on digital engagement. Future studies could investigate these dynamics in different cultural or industrial contexts, investigate additional mediating or moderating constructs, and adopt longitudinal or more intricate analytical techniques to gain a deeper understanding of these relationships.