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Research Paper | Management | Indonesia | Volume 8 Issue 3, March 2019 | Popularity: 6.4 / 10

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Experiental Affordance and Customer Engagement on Hutchison Facebook Page

Erni Martini, Pradipta Larasati

Abstract: Social media has become a medium that used to build relationship and interactivity between two or more parties. For company, social media were used to communicate and gain relationship with their customer. However, the utilization of social media in the relationship with consumers is still not maximized, especially in online branding. This research aims to explore the impact of brand experiences through four affordance experiences, which are perceptual experience, social experience, epistemic experience, and embodied experience on customer engagement of Hutchison Indonesias Facebook page. This research is a descriptive quantitative research by distributing questionnaires to 100 respondents who followed Hutchison facebook page. This research uses convenience sampling techniques and conducted using multiple linear regression. Based on the data, perceptual experience, social experience, epistemic experience, and embodied experience simultaneously have positive relation to customer engagement in Hutchison Facebook Page. Partially, only embodied experience affects customer engagement.

Keywords: brand experiences, customer engagement, social media

Edition: Volume 8 Issue 3, March 2019

Pages: 1203 - 1206

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