Brand Engagement In S-commerce: A Study of Malaysia Customers

Nowadays, many sellers have started to participate in s-commerce. This has opened a new opportunity for sellers to sell the company's products and services. Due to the unique environment in social media, online sellers need to thoroughly focus on improving consumer engagement in s-commerce. The main objective of this study is to determine the influence of customer participation, customer involvement, eWOM, and self-expressive brand on s-commerce brand engagement. The study collected 150 usable data using a self-administered online questionnaire. The Structural Equation Model (SEM) was used to analyse the data of the study. The result of the study showed that customer involvement, eWOM, and self expressive brand will influence brand engagement. Based on the results of the study, recommendations were made for the company.