grad1

our team

Toka Ayman 20162925

Mai Hesham 20162325

Mariam Sobhy 20162995

Mustafa Ayman 20161306

Research framework

Online communities represent a growing class of marketplace communities where participants can provide and exchange information on products, services, or common interests, Often referred to as “virtual communities

Online customer engagement is qualitatively different from offline engagement as the nature of the customer's interactions with a brand, company and other customers differ on the internet.

Research Hypothesis

1- Is there a relationship between online brand community and customer engagement?

2- Is there a relationship between information quality and customer engagement?

3- Is there a relationship between rewards and customer engagement?

4- Is there a relationship between Virtual interactivity and customer engagement?

5- Is there a relationship between brand loyalty and customer engagement?

Research Objectives

Problem Definition:

Our problem focused on the stores that used online brand community from a long time ago and other stores that responds from very soon period to apply this system in their stores while they were doing offline system only and why others turns to shift to online brand community.

Problem statement

Population and Sample

The quantitative approach was used, and a questionnaire was distributed to collect data to examine the impact of online brand community on customer engagement

In this research, there is a limitation in the time. So, we are targeting the people who use online shopping only and almost of them are from Egypt.

The research was conducted during the period of (October 2019 – May 2020) and the data was collected during the period of (February 2020 – May 2020).

zara

H&M

Zara is one of the largest international fashion companies founded in Spain in 1975, Zara launched its online boutique in September 2010, and the website was initially available in Spain.

Zara launched first store in Egypt in 2010 and first online store in 2019 offering different payment options including cash on delivery to your home.

Zara has a unique strategy to compete with online fast-fashion players, Zara has created its own set of rules, and it seems to be working, reported a 7% increase in profits in 2017 and saw continued sales growth in its most recent quarter.

Zara has used almost a zero advertising throughout its entire existence, preferring to invest a percentage of its revenues in opening new stores instead. It spends a meagre 0.3 per cent of sales on advertising compared to an average of 3.5 per cent by competitors.

Zara dragged its feet joining shoppers online. It wasn’t until 2010 that the company finally launched e-commerce.

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