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Publication
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| Research Title |
BRAND AWARENESS, ONLINE CUSTOMER EXPERIENCE, BRAND ENGAGEMENT, AND BRAND ADVOCACY: A CASE OF ONLINE TRAVEL AGENCIES |
| Date of Distribution |
4 July 2020 |
| Conference |
| Title of the Conference |
2nd International Conference on Inter-Disciplinary, Social Sciences, Business, Technology, Education and Economics 2020 (ISBTEC2020) |
| Organiser |
Academia Industry Networks |
| Conference Place |
Hotel Istana, Kuala Lumpur, Malaysia |
| Province/State |
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| Conference Date |
4 July 2020 |
| To |
5 July 2020 |
| Proceeding Paper |
| Volume |
2020 |
| Issue |
1 |
| Page |
18-25 |
| Editors/edition/publisher |
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| Abstract |
This study aims to investigate the interrelationship among Brand Awareness, Online Customer Experience, Brand Engagement, and Brand Advocacy in Thailand. Questionnaires were used as tools in collecting data from 200 online travel agencies customers. Data collection was analyzed by using Path Analysis. The results of the study revealed that Online Customer Experience has the direct and indirect influence on Brand Advocacy through Brand Engagement. This study is expected to expand the growing body of literature on online marketing. |
| Author |
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| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
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| Citation |
0
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Journal Publication
ไทย