Enhancing Customer Engagement Through Brand Loyalty Drivers Among E-Consumers

Due to its convenience and time-saving features, as well as the fact that companies provide significant discounts on products compared to brick-and-mortar stores, online shopping has grown highly popular among customers. The purpose of this chapter is to synthesise prior research on brand loyalty among online consumers in order to create an abstract framework for this area. This chapter tries to illustrate why it's crucial to cultivate brand loyalty in online shoppers so they may use e-commerce as a key tool for managing business resources. In order to better understand brand loyalty among e-consumers, this study synthesises existing research on the topic. It also identifies research goals for brand loyalty among e-consumers. The comprehension of brand loyalty among e-consumers is expanded by an abstract framework of the factors that influence this group.