The relationship among relationship-selling, celebrity attachment and customer engagement

Abstract

PurposeThis study explores the relationship among relationship-selling, celebrity attachment and customer engagement.Design/methodology/approachHypotheses were tested, using structural equation modeling on survey responses of 321 participants.FindingsThis study determines the connection between relationship-selling factors and customer engagement using the stimulus-organism-response (SOR) theory. Results demonstrate that interactional intensity, mutual disclosure and cooperative intention exert considerable positive effects on celebrity attachment, which, in turn, significantly impacts customer engagement.Originality/valueThe research findings add to the existing body of knowledge through more information on the degree to which relationship-selling factors affect celebrity attachment, and eventually, customer engagement. The study also aims to prompt researchers and organizations to consider effective communication strategies to increase online customer engagement.