BEHAWIORALNE ZAANGAŻOWANIE KLIENTÓW W PRZESTRZENI WIRTUALNEJ
CUSTOMER ENGAGEMENT BEHAVIOR IN VIRTUAL SPACE

Summary/Abstract: The purpose of the paper is to identify expressions of customer engagement in virtual space. The paper presents the results of exploratory primary research. The research results show that the majority of respondents (individual consumers) engage in contact with companies and brands, but the area and scale of this engagement are significantly different. The respondents indicate a much greater engagement in the field of communication than in the field of value co-creation. They prefer more traditional forms of communication in virtual space (corporate website, e-mail, newsletter), although many of them use it simultaneously with social media. The activity of the respondents in relation to companies and brands focused on the “like” and transfer positive feedback about the company, products, points of sale. Their engaging in relationships with the company or brand in virtual space promotes the greatest satisfaction with the products of the brand. Financial gain is the most important stimulus that could increase their level of engagement.

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