Abstract:
Customer engagement has become an important factor affecting brand loyalty, especially for digital
marketspaces. This research explores the influence of customer engagement on brand loyalty in the online
cosmetics market in Sri Lanka. Three dimensions of customer engagement, cognitive, emotional and behavioral
engagement were examined. In the competitive and fast-paced online market environment, it is an increasing
challenge to maintain consumer-brand relationships. A quantitative cross-sectional study was used, and data
were collected from a sample of 384 undergraduate students, selected using convenience sampling technique
from 17 public sector universities in Sri Lanka with the structured, self-administered online questionnaire. A
pilot study was conducted, that tested the and confirmed the reliability and internal consistency of the instrument
(all constructs with Cronbach's alpha over 0.70). The data were analyzed using SPSS. The validity and
reliability were confirmed using exploratory checks and internal consistency. Correlation analysis showed
significant positive relationships exist between the three dimensions of customer engagement and brand loyalty.
The multiple regression yielded significant results for each dimension cognitive, emotional and behavioral
engagement as affecting brand loyalty. Thus, supported hypothesized relationships exist between customer
engagement and brand loyalty in the online cosmetics market. This study highlighted strategies for cosmetic
brands that operate in the digital space, elevating loyalty and developing competitive advantage through
meaningful, interactive and personalized engagement.
