Impact of Psychological Customer Engagement States on Behavioral Customer Engagement – In the Context of Virtual Smartphone Brand Communities

Customer engagement can be explained as dynamic and interactive communication between consumers and different brands through different channels. Multidimensional view defines it as psychological states comprised of cognitive, emotional, physical and behavioral factors. This study explores the effect of psychological customer involvement states on behavioral engagement states (participation in social media and word of mouth) in the context of virtual brand communities for smartphones. A study was conducted on a sample of 260 members in branded communities. Results showed that cognitive engagement, emotional engagement and physical engagement have a positive effect on behavioral engagement states in varying degrees.