Exploring the Relationship Between Customer Engagement and Brand Loyalty in Online Cosmetics Industry in Sri Lanka

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.