THE ROLE OF ONLINE SOCIAL MEDIA ON CUSTOMER BRAND ENGAGEMENT CASE STUDY: COMPANY KALLEH ON FACEBOOK

A great interest in the concept of customer brand engagement has emerged along with the rise of online social media during the past few years. However, because of lack experimental support and scientific interest, nature of customer brand engagement has reminded relatively uncertain and vague. The aim of this research is the role of online social media on customer engagement. In order to collect data and test the proposed model of customer brand engagement on online social media, an online research has been performed using compliance pattern of who has facebook account. Present research is practical and is performed through survey method. The method of collecting data is a kind of library. Statistical community in this research are dynamic users and members of facebook social media(including male and female) following the page of kalleh company in this social media and their accurate number hasn't been declare. Result of research showed that involvement and participation variable influence on customer brand engagement but telepresence and ease of use don't influence on it.

Customer Brand engagement, Online Social Media, Kalleh Company, Iran