Individual-Level Factors and Consumer Engagement

Discussion
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April 30, 2023
Consumer engagement has become crucial for businesses and marketers in today's competitive marketplace. Engaged consumers are likelier to develop positive attitudes toward products and services, exhibit greater brand loyalty, and actively advocate for the brands they love (Hollebeek, Glynn, & Brodie, 2014). As a result, understanding the factors that drive consumer engagement is paramount for businesses seeking to foster strong customer relationships and maintain a competitive edge.
Previous research has identified several individual-level factors influencing consumer engagement, such as demographic, psychological, and consumption patterns (Brodie, Hollebeek, Juric, & Ilic, 2011; Gummerus, Liljander, Weman, & Pihlström, 2012). However, the relationships between these factors and consumer engagement are often complex and may be influenced by external factors such as cultural norms, social influence, and marketing strategies (Hofstede, 2001; Solomon, 2017).
The present study aims to expand on this research by examining the relationships between various individual-level factors, including gender, monthly consumption, happiness level, household affluence, and their impact on consumer engagement. By employing multiple linear regression models, this study seeks to identify the significant predictors of consumer engagement and shed light on the complex interplay of individual factors that contribute to engagement. This information will provide valuable insights for businesses and marketers looking to develop targeted strategies to enhance consumer engagement and promote positive consumer experiences.
In addition to examining the relationships between individual-level factors and consumer engagement, this study will also discuss the potential influence of external factors, such as cultural norms, social influence, and marketing strategies. Furthermore, the study's limitations and potential avenues for future research will be explored to encourage a more comprehensive understanding of the factors driving consumer engagement.
Model Comparison
The R-squared values for Models 1 and 2 were both 0.185, whereas Model 3 had an R-squared value of 0.183. These results indicate that the independent variables in Models 1 and 2 accounted for 18.5% of the variance in consumer engagement, while the variables in Model 3 explained 18.3%. Although the explanatory power of the models is relatively modest, the findings still contribute valuable insights into the factors that influence consumer engagement and offer a foundation for future research.
Gender
The gender variable was significant across all three models, suggesting a relationship between gender and consumer engagement. This finding aligns with previous research identifying gender differences in consumer behavior (Meyers-Levy & Loken, 2015). For instance, women tend to be more engaged in shopping activities and exhibit higher brand loyalty levels than men (Kacen & Lee, 2002). Investigating how gender influences consumer engagement would provide valuable information for developing targeted marketing strategies and enhancing product offerings for different consumer segm...