Main Article Content
Abstract
There is a shift in the way consumers now search for information when they buy a product. The reviews that are posted online and information given by a customer through their reviews feedbacks have influence on a customer’s buying decision. This in turn influences brand loyalty for that product. A customer who is emotionally and psychological attached with a company / brand would give positive reference and influence a customer’s decision who is looking to buy the product. This gives rise to the need to understand how customer engagement (emotional, cognitive and behavioural state) influences purchase decision and further brand loyalty. Thus, understanding the process of customer engagement and its role in buying decision will help academicians and companies in developing it as a concept and towards formation of a theory. Although a lot work has been done in theory development, it is still in infancy stage and influence of customer engagement on buying decision and its further influence on brand loyalty has not been studied so far. This study will not only contribute to the body of knowledge but would also throw light on the concept of Customer Engagement and its influence on buying decision.