Published Paper Details:

Customer Engagement refers to an emotional connection between a customer and a brand. When you engage your customers, you draw them closer to your brand, business and organization. Customer Engagement helps to continually demonstrate commitment to the customer and helps in value creation. In today�s uncertain business environment, it is absolutely necessary that businesses keep their customers close to them. This study evaluated Customer Engagement in the Online Clothing Industry. The research paper studied the factors influencing customer engagement, consequences of customer engagement and the possibility of customer disengagement. A descriptive research of 201 respondents through online survey method in March 2020 was carried out to fulfil this purpose. Respondents were asked to answer questions using Zara and H&M to represent the Online Clothing Industry. The findings revealed that 1) Interactivity of communication medium used, 2) Release Dates by brands, 3) Brand review and comments and 4) Website design and interface were major factors influencing customer engagement. Social Media Marketing, if undertaken through the correct form and mediums which don�t have too much clutter can also affect customer engagement. The consequences of customer engagement were found to be 1) Word of mouth, 2) Self-brand connections and 3) Brand loyalty. On evaluating customer disengagement, it was discovered that there is little possibility of disengagement in the online clothing sector since it provides participative type services.