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What is Coronavirus Disease 2019 (COVID-19)

Chapter 8
Moving Businesses Online and Embracing E-Commerce: Impact and Opportunities Caused by COVID-19
Is an infectious disease caused by a newly discovered coronavirus. Most people infected with the COVID-19 virus will experience mild to moderate respiratory illness and recover without requiring special treatment.
Published in Chapter:
A Conceptual Model of Drivers of Online Brand Engagement: Moderating Role of COVID-19
George Kofi Amoako (University of Professional Studies, Ghana)
Copyright: © 2022 |Pages: 20
DOI: 10.4018/978-1-7998-8294-7.ch008
Abstract
This chapter proposes that customer relationship management (CRM) activities of firms do have influence on trust developed by customers on digital platforms of firms. Similarly, e-commerce activities also impact the trust of customers on the digital platforms of firms. The model proposes further that online platform trust leads to the degree of online brand engagement. The higher the trust in the platform, the higher the likelihood of more online brand engagement of customers for the firms' brands. The proposed model however suggests that the relationship between digital platform trust of customers and brand engagement will be moderated by the impact of the COVID-19 pandemic. The implication is that the higher the COVID-19 impact, the higher the online brand engagement, and the lower the COVID-19 impact, the lower the online brand engagement.
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