Determinants and Outcomes of Food Delivery App Engagement During COVID-19: A Study of Urban and Semi-Urban Customers

With the expansion of internet penetration and the adoption of mobile apps, usage of food delivery applications has increased significantly during the pandemic. The study's main objective was to examine the antecedents and consequences of food delivery app engagement among urban and semi-urban customers in India during COVID-19. The data were collected from 269 semi-urban respondents and 301 urban respondents. The stimulus organism and response (SOR) model has been used to understand consumers' antecedents and consequences of food delivery app engagement during the pandemic. The study used the structural equation modelling method to test the relationship between the variables. The study's findings showed that the mobile application's perceived ease of use, enjoyment, and time convenience found a significant effect among urban and semi-urban customers. This study is limited to urban and semi-urban customers with cross-sectional survey data. The study has explored a few antecedents and consequences of mobile food delivery app engagement.

Exploring the influence of artificial intelligence technology on consumer repurchase intention: The mediation and moderation approach

Digital technologies have dramatically changed business practices and consumer buying behavior. This study integrates artificial intelligence technology, consumer engagement on social media, conversion rate optimiza-tion, and satisfying consumer experience to examine consumer repurchase intentions in the hospitality industry. Data was collected from 308 hotel customers from different regions of Oman who had an online hotel booking experience. SmartPLS was used to examine the data and proposed hypotheses. The findings of this study revealed that artificial intelligence technology positively influences consumer engagement on social media and conversion rate optimization. Similarly, consumer engagement on social media and conversion rate positively influence satisfying consumer experience, leading to increased consumer repurchase intentions. Finally, consumer habit positively moderates the relationship between satisfying consumer experience and repurchase intention. This study facilitated the understanding of artificial intelligence technology to influence consumer engagement on social media and conversion rate to boost consumer satisfaction and repurchase intention and offers suggestions for developing impeccable service business strategies. Marketers must think about making posts more interesting through videos, images, and animations, which will satisfy consumers, ultimately boosting their desire to use, share, and generate content on social media platforms for hospitality organizations.

Analyzing the Enablers of Customer Engagement in Healthcare Using TISM and Fuzzy MICMAC

The spike in internet users led healthcare companies to confer their agile presence on various digital platforms and engage customers online to increase their viability amid the rising competition. Online customer engagement takes place through branded content, i.e., the content provided by the brand or the company. Healthcare companies can leverage customer engagement by focusing on various crucial enablers. Therefore, this study explores the enablers of customer engagement for branded content in healthcare and devises a model depicting interrelationships among them. The enablers were ascertained using the literature review and validated by experts. Further, the interrelationship among the enablers was analyzed using TISM (Total Interpretive Structural Modeling) approach, and Fuzzy MICMAC (Cross-impact matrix multiplication) classified the enablers into different clusters. Results exhibited that informativeness is the most significant enabler, deriving other enablers. In contrast, shareability and co-creation of content are the most dependent and strategic enablers in the model hierarchy. The outcomes of this research will aid healthcare companies in knowing and prioritizing the enabler's contribution in engaging customers towards branded content.

Analyzing the Application of Artificial Intelligence for E-Commerce Customer Engagement

The new era of enterprise business disruption has been significantly influenced by the technological revolution driven by the expanding use of artificial intelligence. Consumers' growing desire for comfort and safety has led to drastic shifts in the consumption patterns for retail due to the widespread use of digital and mobile technologies, especially after the Covid-19 pandemic. Hence, the popularity of e-commerce is expected to considerably grow. Through this study, the authors attempt to identify the various factors of artificial intelligence that affect customer engagement in the Indian e-commerce sector. The authors also propose a CAPE model (Captivating Consumers by Using Chatbots for Interaction, Augmented AI Advertising, Personalized Content and Offerings, Engaging Consumers based on AI Data Insights) indicating the strategies that Indian e-commerce businesses and marketers may adopt for enhancing the levels of customer engagement in a post-pandemic scenario. © 2022 IEEE.

Gamified Customer Experience and Engagement in Amazon Online Retailing Company in The Covid -19 era

This study aims to fill the gap between gamification features and their impacts on practical marketing activities in The Covid -19 era by providing a comprehensive analysis between gamification features: immersion (storytelling), achievement (reward), and social (competition) on customer experience (CX) and engagement (CE). In this study, a Quasi-experimental design method was used to examine the relationship of the gamification features on CX and engagement. To investigate, an online survey was distributed to 200 students and they were exposed to three different scenarios randomly. Structural equation modeling, Analysis of variance (ANOVA), t-test, regression, path analysis and Sobel test were used to evaluate the impacts of gamification on CX and engagement. The results reveal that gamification has positive effect on CE and CX while, achievement has a more substantial impact than immersion and social on CX, competition has a stronger positive effect than storytelling but weaker positive effect than reward. © 2023 Academy of Taiwan Information Systems Research. All rights reserved.

Co-creative service design for online businesses in post-COVID-19

Purpose: This study aims to explore the customers' behaviour towards online shopping during COVID-19 in a Muslim country and proposes a co-creative service design for online businesses (webstore) in the post-COVID-19 era. Design/methodology/approach: The study used a qualitative design for collecting the data where in-depth interviews from 18 customers were conducted following the qualitative design protocol. Due to the limitation of physical distancing, the interviews were conducted online using Microsoft teams. Findings: Based on the findings, new potential services are proposed for webstores for customer engagement, the need for expansion of product lines and safety measures for customers and staff during and post-COVID-19 era. Following the findings, a co-creative service design is proposed for webstores to revamp the business during and post-COVID-19. Originality/value: The study is unique because it has developed various unique strategic factors essential for revamping online businesses for better growth in post-COVID-19. The proposed new co-creative service design model for an online service provider is expected to create customers engagement and loyalty during and in post-COVID-19. © 2021, Emerald Publishing Limited.

Consuming in a crisis: pandemic consumption across consumer segments and implications for brands

Purpose: This paper aims to understand how the Covid-19 pandemic has changed consumers' perceptions of outdoor consumption categories, such as retail shopping, eating out, public events and travel and how these perceptions may impact businesses in these domains in the long term. Further, this research aims to understand demographic effects on outdoor consumption inhibition during the current pandemic and discuss how businesses can use these insights to rebrand their offerings and evolve after the pandemic. Design/methodology/approach: Data collected by CivicScience, a survey-based consumer intelligence research platform, during April–July 2020 forms the basis of the preliminary analysis, where the chi-square test has been used to examine significant differences in consumer attitudes between different age groups, income groups and genders. Further, a social media analysis of conversations around outdoor consumption activities is undertaken to understand the rationale behind these demographics-based attitude differences. Findings: Results lend varying degrees of support to the hypothesized consumer attitudes toward outdoor consumption activities during the Covid-19 pandemic. As the pandemic wore on, older (vs younger), female (vs male) consumers and lower (vs higher) income-group consumers had reportedly higher inhibition toward different outdoor activities. Older individuals were significantly less likely to shop, dine and attend public events than younger individuals. Lower-income consumers were significantly less likely to dine and travel than higher-income consumer consumers. Female consumers were significantly less likely to shop and travel than male consumers. Social media scan of conversations suggests that differences in perceived health and financial risks may have resulted in demographics-based differences in outdoor consumption activities. Research limitations/implications: This study contributes to the literature by understanding demographic differences in consumer participation in outdoor activities. One limitation is that due to the time-sensitive nature of the pandemic research, further studies could not be conducted to understand the implications of other variables, beyond demographics that influence consumer behavior during a crisis. A future research direction is to understand how other psychological variables or traits, influence health and financial risk-taking behavior during a similar crisis. Originality/value: The principal contribution of the present research is that it tests the risk-taking theory in the context of outdoor consumption during the Covid-19 pandemic. The present research has implications for businesses as they continue to evolve during and post Covid-19. © 2021, Emerald Publishing Limited.

Analysing the factors influencing customer engagement and value co-creation during COVID-19 pandemic: the case of online modest fashion SMEs in Egypt

Purpose: The purpose of this paper is to analyse the factors which influence value co-creation intention through customer engagement during the COVID-19 pandemic. This paper studies the online modest fashion small- and medium-sized enterprises (SMEs) in Egypt as a Muslim country. Design/methodology/approach: This paper is based on the social cognitive theory (SCT) and the literature to develop a theoretical framework of the factors influencing customers' value co-creation intention on social media. The framework is then tested quantitatively through structural equation modelling based on partial least squares method (SEM-PLS) approach using the SmartPLS software. Findings: The empirical analysis supported the SCT through the following conclusions: first, regarding the subject factors, self-efficacy has a positive significant effect on all dimensions of customer engagement and outcome expectation has a positive significant effect on cognitive customer engagement. Concerning the environmental factors, community experience has a positive significant effect on affective and behavioural customer engagement, whereas content quality has a positive significant effect on affective customer engagement. Second, customer engagement is a significant mediator through the dimensions of affective and behavioural customer engagement. Practical implications: The findings of this study can help online modest fashion SMEs better comprehend the factors which influence the customers' engagement for value co-creation intention whether it is subject factors or environmental factors. Therefore, they can better operate online and encourage customers to contribute to the development of new products and services and hence achieve a competitive advantage and survive in times of COVID-19. Originality/value: Most of the existing studies focused on the value co-creation behaviour and output. However, there is limited research focusing on what contributes to the customers' engagement for value co-creation intention, especially for online modest fashion and Muslim countries. Therefore, this study attempts to examine and bridge this research gap. © 2021, Emerald Publishing Limited.

Social CRM: linking the dots of customer service and customer loyalty during COVID-19 in the hotel industry

PurposeSocial customer relationship management (SCRM) is an evolving strategy gaining prominence in the hotel industry by cultivating new, improved relationships through engaging customers on social media (SM) platforms. Accordingly, this study aims to assess the effect of SCRM on customer service and customer loyalty (CL) in the hotel industry. This study also explores the moderating effect of COVID-19 (EC) on the relationship between (customer engagement [CE] and improved customer service [ICS]) and (CE and trust [TR]).Design/methodology/approachThis study develops and tests the SCRM model using structural equation modelling on a sample size of 214 responses. The questionnaire was administered online to the customers of five preselected global hotel chains. The criteria for selecting the participants were that they must have tweeted from their Twitter handle by using # (hashtag) hotel name to resolve any customer service issues.FindingsResults denote that CE significantly impacts ICS. CE was also found to exert a substantial effect on TR. The moderating EC was also found to be significant, but the effect was weak. Although the customers were extensively impacted by the pandemic and were initially hesitant to visit hotels, SCRM proved to be a powerful tool to gain back customer trust (CT) and develop CL by upsurging the shadows of COVID-19.Practical implicationsThis study suggests that viable enforcement of the SCRM system can assist in real-time monitoring and tracking of customers' activities. This can develop a more profound connection with customers through CE which can boost the co-innovation process.Originality/valueThis study denotes a pioneer attempt to investigate the relationships between SCRM, CE, CT, ICS, CL and COVID-19 in the same framework in a SM context.

Digital audience engagement in Nigeria: a shift from live to online audience experience in Tosin Jobi-Tume's Corona Palava

PurposeArts practitioners have looked for ways to engage their audiences and sustain their interests and patronage of theatre shows amidst the coronavirus pandemic that kept patrons at home. This has led to digital engagement with audience members via social media. This research paper looks at digital audience engagement in Nigeria's theatre using Segun Adefila's production of Tosin Jobi-Tume's Corona Palava which was performed on 4 August, 2020, at the Crown Arts Centre in Bariga, Lagos, Nigeria and later made available on Facebook on 22 December, 2020 and 21 December 21 2021.Design/methodology/approachThis study is based on the "Arts Audience Experience Index" theory proposed by Radbourne et al. (2009). It employs netnography as its methodology. This entails observing and analysing users' comments, communication style, frequency of engagement and dwell time while watching Corona Palava production on the researcher's Facebook timeline "Tekena Gasper Mark" and on the Facebook group "Bolt Drivers in Port Harcourt". Overall, 53 comments (39 from the researcher's Facebook friends and 14 from members of the Facebook group "Bolt Drivers in Port Harcourt") were sampled and analysed to provide insights into how the spectators experienced the Corona Palava production.FindingsThe text that accompanied the Facebook video provided viewers with information about the performance, helped them prepare for what to expect, reduced the likelihood that they would experience any unease while watching it and increased the likelihood that they would look for similar performances in the future. They were pleased with the performance;there were no functional risks, no economic risks and no psychological and social risks. Although they may have watched it at varying times, Facebook provided a space for them to engage with the performance as a group and share their thoughts in the post-performance comments.Research limitations/implicationsOne of the study's limitations is that one cannot ascertain how many of the respondents are drivers. Also, the researcher believes that the length of the video may have discouraged participation in the study. In order to increase viewership and provide better findings, future studies and artistic endeavours could consider shorter pieces (about 3-5 min) and wider locations (transportation businesses) where a larger number of drivers with active social media presence, can participate in the research.Practical implicationsThis study documents an innovative approach to reaching theatre audience via social media in Nigeria.Social implicationsThis research demonstrates that Nigerian theatre and arts practitioners are reinventing their approaches to play production by using the social media to reach their audiences in the post-COVID-19 era.Originality/valueThe study reveals that as a result of the coronavirus pandemic, Nigerian theatre artists have looked for ways to engage their audiences and sustain their interest and patronage of arts projects through social media.

B2B firms' Supply Chain Resilience Orientation in achieving Sustainable Supply Chain Performance

The present research investigates the influence of B2B firms' supply chain resilience orientation on achieving sustainable supply chain performance via firms' adaptive capability. Furthermore, this research also tests the moderating role of B2B firms' customer engagement between adaptive capability and sustainable supply chain performance. The proposed conceptual model was analyzed using Partial Least Squares (PLS)-Structured Equation Modeling (SEM) by applying survey data collected from 276 samples of 138 B2B firms. Our results indicate that B2B firms' supply chain resilience orientation positively and significantly affects sustainable supply chain performance via B2B firms' adaptive capability. Based on our analysis, the positive effect of B2B firms' adaptive capability on sustainable supply chain performance is evident only in high customer engagement. Drawing from the literature and theoretical paradigm, the first contribution of this study is the formation of a conceptual model of sustainable supply chain performance in the context of B2B firms. The second key contribution is examining how B2B firms' adaptive capability is influenced by both B2B firms' supply chain resilience orientation and sustainable supply chain performance. The outcome of this study also adds further theoretical insight by analyzing the moderating effect of B2B firms' customer engagement on the relationship between adaptive capability and sustainable supply chain performance. The findings from this research play a significant role in understanding the importance of next-generation supply chains that require B2B firms to invest considerable resources in achieving sustainable supply chain performance to remain competitive in their respective industry. Therefore, B2B firms need to embrace supply chain resilience orientation to achieve sustainable supply chain performance in response to the pandemic resulting from COVID-19.

Consuming in a crisis: pandemic consumption across consumer segments and implications for brands

Purpose>This paper aims to understand how the Covid-19 pandemic has changed consumers' perceptions of outdoor consumption categories, such as retail shopping, eating out, public events and travel and how these perceptions may impact businesses in these domains in the long term. Further, this research aims to understand demographic effects on outdoor consumption inhibition during the current pandemic and discuss how businesses can use these insights to rebrand their offerings and evolve after the pandemic.Design/methodology/approach>Data collected by CivicScience, a survey-based consumer intelligence research platform, during April–July 2020 forms the basis of the preliminary analysis, where the chi-square test has been used to examine significant differences in consumer attitudes between different age groups, income groups and genders. Further, a social media analysis of conversations around outdoor consumption activities is undertaken to understand the rationale behind these demographics-based attitude differences.Findings>Results lend varying degrees of support to the hypothesized consumer attitudes toward outdoor consumption activities during the Covid-19 pandemic. As the pandemic wore on, older (vs younger), female (vs male) consumers and lower (vs higher) income-group consumers had reportedly higher inhibition toward different outdoor activities. Older individuals were significantly less likely to shop, dine and attend public events than younger individuals. Lower-income consumers were significantly less likely to dine and travel than higher-income consumer consumers. Female consumers were significantly less likely to shop and travel than male consumers. Social media scan of conversations suggests that differences in perceived health and financial risks may have resulted in demographics-based differences in outdoor consumption activities.Research limitations/implications>This study contributes to the literature by understanding demographic differences in consumer participation in outdoor activities. One limitation is that due to the time-sensitive nature of the pandemic research, further studies could not be conducted to understand the implications of other variables, beyond demographics that influence consumer behavior during a crisis. A future research direction is to understand how other psychological variables or traits, influence health and financial risk-taking behavior during a similar crisis.Originality/value>The principal contribution of the present research is that it tests the risk-taking theory in the context of outdoor consumption during the Covid-19 pandemic. The present research has implications for businesses as they continue to evolve during and post Covid-19.

Social media, brand communication and customer engagement in Michelin-starred restaurants during a time of crisis

PurposeThe purpose of this study is to analyse the brand communication on social media (SM) made by two- and three-starred restaurants and the customer reaction in terms of engagement effects during a crisis. The research highlights the connections between brand communication and engagement dynamics on Instagram by looking for differences in the strategies of two and three-starred restaurants and by highlighting the changes in the background engagement drivers.Design/methodology/approachUsing data collected from 5,666 Instagram posts by 34 Italian Michelin-starred restaurants, the authors analysed the crisis-driven changes in online communication and customer engagement comparing three phases of the COVID-19 pandemic by applying a linear regression model with fixed effects.FindingsMichelin-starred restaurants changed their strategies of brand communication to overcome the effects of the crisis. The findings highlight the importance of SM as a tool to stay in touch with consumers and the pivotal role of customers in engagement, especially during a pandemic.Originality/valueTo the best of the authors' knowledge, this is among the first studies to investigate the changes in brand communication and the effects on customer engagement during a pandemic, with a focus on Instagram. It contributes to understanding the role of platform and the main drivers of engagement on Instagram, as well as suggesting how managers can improve brand value using SM.

Digital audiovisual content in marketing and distributing cultural products during the COVID-19 pandemic in Greece

PurposeThe aim of the present study is to reflect upon the use of digital audiovisual content for the marketing of cultural events in the relative organisations and foundations during the turbulent times of the COVID-19 pandemic by conveying experts' interviews. The main question that the study seeks to touch upon is whether the digital audiovisual techniques implemented by cultural foundations and festivals in Greece during the COVID-19 pandemic were efficient in promoting artwork and stressing on social presence and whether their marketing and distributing processes of the artistic and cultural products manage to attract audience engagement and further enhance the foundations' brand. What the research seeks to examine is issues such as digital content creation, arts marketing, use of digital media and new technologies, brand identity and strategy building. Particular digital campaigns of foundations will be reviewed from a closer focus.Design/methodology/approachThe qualitative research is based on experts' interviews. The primary foundations that are in focus are the organisations of Thessaloniki International Film Festival (TIFF), Dimitria Festival in Thessaloniki, Greece and a major cultural foundation in Athens, Greece the Onassis Foundation.FindingsA proper combination of interesting audiovisual content and precise brand aspirations in terms of identity and vision are what will lead a foundation to the audience it desires. Adaptability is the element that defined the foundations in the turbulence of the times of a pandemic, and creativity is what made some foundations differentiate themselves from others. The digitization that the pandemic brought can be considered as a positive dimension as well, since foundations can combine digital and physical spectacles in the near future so that they can always be relevant.Research limitations/implicationsThis study identifies certain limitations that could be investigated by future research, the main one being the small number of the organisations and foundations under research and the limited number of interviewees. Furthermore, the fact that the research was performed in cultural institutions and that audiovisual features were integral in the artwork they serve could be considered as a limitation.Originality/valueThe originality of this research lies in the examination and registration of the implementation of innovative digital audiovisual techniques by cultural foundations in Greece to reach their audience during the COVID-19 pandemic.

Gamification and customer experience in online retail: a qualitative study focusing on ethical perspective

This paper aims to investigate the effect of gamification in engaging and motivating consumers for online shopping and also the use of gamification to enhance sales. Moreover, this study has also explored the ethical concerns in gamified marketing. This is a qualitative study to investigate the effect of gamification during online shopping and the ethical issues involved in gamified marketing. Semi-structured interviews with ten gamification experts are conducted and analyzed through NVivo. The themes that emerged from qualitative analysis are the applicability of gamification in online retail, consumer experiences in gamified retail, and ethics and challenges in gamification. Semantic analysis is performed, and as per the viewpoint of the gamification experts, it was found that the perception of ethics in gamification is negative, which shows that there are many unethical practices in gamified marketing. This paper shows that by focusing on every relational aspect of consumer engagement, retailers can build trust and retain their most valuable stakeholders — the customers, thereby addressing the crucial negative concerns of gamified marketing. This research is one of its types to explore the significant ethical issues that affect consumers in the retail context. The undertaking of this study in an emerging economy adds further insight into gamified retail literature by generalizing the applicability of gamified studies across geographic contexts. © 2022, The Author(s), under exclusive licence to Springer Nature B.V.

Online customer engagement in the post-pandemic scenario: a hybrid thematic analysis of the luxury fashion industry

The COVID-19 pandemic had a strong impact on all businesses, and especially the luxury sector. As an adaptation strategy, businesses are engaging in a digital transformation, moving all or most of their activities to online platforms. However, the nature of the luxury industry, deeply rooted in exclusivity and a high degree of human contact, is at odds with the mass-oriented, accessible, and automated nature of e-commerce, thus raising concerns about this industry's ability to reap the benefits of digital transformation. The present paper elucidates how luxury fashion firms can overcome this apparent incompatibility with e-commerce and engage with their customers successfully. Through hybrid thematic analysis of qualitative data from YouTube videos of 96 luxury fashion industry experts and using a conceptual model of Customer Engagement, recommendations were developed to help luxury firms improve their current and prospective online customer engagement efforts systematically. By highlighting their top priorities-including innovative solutions, era adaptation, and resource allocation-, luxury firms could enhance and manage customer activities more effectively in the context of a digital transformation, and ultimately establish a strong post-pandemic position.

I am more inclined to buy online–novel social media engagement stimulated purchase intentions post-COVID-19: a case of Pakistani market

Purpose This study sheds light on the differential impact of social media brand engagement on two distinct types of purchase intentions, i.e. online and physical, in the special context of the post-COVID-19 situation in Pakistan. It has shed light on the factor (trust in online purchases during COVID-19) that has shaped the post-pandemic purchasing attitude. The above-stated association is unlocked based on the mediating role of brand equity. Design/methodology/approach The people who followed the social media pages of major sellers (apparel, grocery, food items and medical supplies) in Pakistan were included as the target population. A time-lagged web-based survey method was employed to collect primary data which generated 308 responses. Quantitative data were analyzed using SPSS 26.0. After checks for validity and reliability, mediation and moderation analysis were run by Hayes PROCESS model 4 and 14 respectively. Findings Results show that brand equity mediates the relationship of social media engagement with both online and physical purchase intentions. Further, results confirm that trust in online purchases during COVID-19 19 weakens the relationship of social media engagement with physical purchase intentions but strengthens with online purchase intentions. Originality/value This study attempts to unveil the moderation of trust in online purchases during COVID-19 on the relationship of social media engagement with online and physical purchase intentions through the mediation of brand equity.

Exploring the influence of e-Service Quality toward Customer Engagement Behavior via PLS-SEM: Findings from a hotel's customer perspective

Covid-19 has a significant impact on the hotel's operations. The reopening process has begun, especially on the hotel website. Therefore, the hotel industry must understand the need to influence customers' choices through advanced I.T. This study is intended to explore the effect of t e-service quality on customer engagement behaviors via the SEM method with the PLS estimation technique with 247 respondents. The findings indicate that system availability is the most significant influence influencing customer engagement behaviors, followed by system efficiency, system privacy/security, and system fulfillment. This finding will help the hotel's manager boost customer engagement.

Editorial introduction to the special issue: Social customer journey – behavioural and social implications of a digitally disruptive environment

This editorial provides an overview of this Special Issue of Technological Forecasting & Social Change on “Social Customer Journey - Behavioural and Social Implications of a Digitally Disruptive Environment”, bringing together insights from the papers accepted for inclusion in this special issue. Fifteen articles on a variety of topics relevant to this special issue have been accepted for publication. These articles examine the behavioural and social implications of a digitally disruptive environment from a variety of theoretical, contextual and methodological perspectives.

Value acquisition, value co-creation: The impact of perceived organic grocerant value on customer engagement behavior through brand trust.

Affected by COVID-19, there is a growing trend toward healthy lifestyles and organic food consumption. The literature on organic foods focuses on the factors that influence buying behavior. A thriving organic business requires both sustained consumption and consumer contributions beyond the purchase-customer engagement behavior. The purpose of this study is to examine the factors that may drive member customers to engage with organic grocerants. This study surveyed 280 Chinese member customers of an organic grocerant to explore how to drive customer engagement behavior. Based on value co-creation theory and the customer engagement literature, this study proposed a "value acquisition-value co-creation" framework to explore the relationship between perceived value, brand trust, and customer engagement behavior. The results show that emotional and social value can directly and effectively motivate customer engagement behavior in organic grocerants. However, consumers' perceived quality value and price value will not directly affect customer engagement behavior but instead indirectly affect it through brand trust. Furthermore, improving the perceived value of emotion, quality and price can strengthen brand trust in organic grocerants. The study confirms that brand trust is critical to organic grocerant and customer engagement. Our findings provide a new perspective for understanding the relationship between the value customers receive from organic food consumption and value co-creation through customer engagement behavior.