Work

Examining Customer Brand Engagement in Online Financial Services Provided by Fintech

Year: 2025

Type: article

Abstract: The fintech sector is entering the maturity phase of the life cycle, in which customer brand engagement (CBE) is connecting companies and customers. The aim of this paper is to investigate the driving forces behind CBE in the fintech sector and its contribution to loyalty intentions. In the framework of service-dominant logic, a quantitative approach on 239 fintech users was undertaken to propose and validate a conceptual model of customer brand engagement in fintech, using Partial Least Square–Structural Equation Modeling. The results showed that the perception of personalization, the perception of interaction between customers and brands, and the perception of benefits contribute to CBE in fintech, and the latter is positively associated with loyalty intentions. This research contributes to the literature of brand engagement by offering an integrative framework to analyze CBE in the fintech sector.

Source: Journal of theoretical and applied electronic commerce research

DOI: 10.3390/jtaer20020100

Authors: Cătălin Mihail Barbu, Sorina-Raula Gîrboveanu, Daniela Victoria Popescu, Dan-Cristian Dabija

Institutions: University of Craiova, Babeș-Bolyai University, Academia Oamenilor de Știință din România

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,207

OpenAlex ID: W4410366296

FWCI: 10.78

Cites: 63

Cited by: 6

Related to: 10