Phd in MGT

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An Empirical Analysis of Strategic Marketing Contents’ Impact on Customer Brand Engagement of Generation Y and Generation Z
(UMT, Lahore, 2022) Aqsa Siddiqui
Customer engagement has become a means for businesses to gain a sustainable competitive advantage; but achieving that competitive advantage through effective marketing strategies has become challenging, especially for Generation Y and Generation Z consumers, who show less loyalty to brands. Therefore, this study analyzed the influence of four relevant strategic contents commonly used to form marketing strategies: personalization, humanization, experiential, and emotional contents; on customer brand engagement (CBE). The role of social media presence (SMP) as a mediator of the relationship between strategic contents and CBE was also studied. The theoretical framework draws upon both social exchange theory and relationship marketing theory.