Aktywności online konsumentów w kontekście customer brand engagement
Online consumer activity in the context of customer brand engagement

Summary/Abstract: The purpose of the paper is to identify the main motives and forms of online customer engagement in interactions/relationships with brands and companies. The paper presents the results of exploratory primary research. The research results show that the key motives which encourage customers to engage in contacts/relationships with the brand/ company are satisfaction with the product and being a fan of the brand. The online activity of the respondents in relation to brands and companies focused on the “like”. This activity form does not require much effort from customers. The most important stimulus that could increase their level of engagement in interactions with a brand is financial gain.

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