Research paper on online shopping

Customer Engagement and its effects on building brand for Online Company
Research paper

1/15/2014
K.J. Somaiya Institute of Management Studies and Research
Prerana Majmudar

Introduction:
Although commercial internet has been over a decade, and a vast amount of practitioner and scholarly literature on internet marketing activities of firms has accumulated, relatively little empirical work has been undertaken on the branding strategies of internet companies.
The emergence of brand management in India has seen a very high progress in the last two decades. Every company wants to differentiate itself from its competitors and build its own brand image. The online industry of India is a $14 billion industry (2012) and has huge potential to grow in the future. Thus it becomes very essential for the company to differentiate itself from the others with the best usps to create and become the best brand. Some online brands like myntra, flipkart, bluestone etc have various customer engaging activities which lead to build its brand and create an impact on the customers mind.
Objective of study:
To understand the online apparel industry in India
To analyze how a brand is built for an online apparel company
To evaluate various customer engagement activities conducted by these companies
To find out if there is an effect of customer engagement in brand building of these companies
To study the attributes/factors of customer engagement that lead to brand building for these companies

Literature Review:
Customer Engagement: Concept
In March 2006, the Advertising Research Foundation announced the first definition of customer engagement the first definition of CE at the rethink! 52nd Annual ARF Convention and Expo:
Definition:
"Engagement is turning on a prospect to a brand idea enhanced by the surrounding context."
Customer engagement can also refer to the stages consumers travel through as they interact with a particular brand.

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