Navigating Online Success: Innovation, Interaction, and Customer Engagement in E-commerce Performance

DOI

10.2991/978-2-38476-273-6_102How to use a DOI?

Keywords

Customer Engagement; Innovation; Performance

Abstract

In the era of globalization, companies, exemplified by Indonesia's significant progress in the World Intellectual Property Organization's Global Innovation Index (GII) 2022, face the imperative to adapt to dynamic economic and technological shifts. The growing importance of innovation is underscored by the GII, emphasizing the pivotal role of managers who prioritize innovation in contributing to sustainability amid evolving market landscapes. Collaboration, particularly through the strategic use of information technology tools, emerges as a crucial element for fostering innovation and enhancing overall operational efficiency. This study addresses a research gap by thoroughly exploring the interplay among innovation, branding capabilities, customer engagement, and social media dynamics, aiming to uncover their collective impact on sustained business success. Key research questions focus on understanding the synergistic influence of these elements on business performance and elucidating the mechanisms connecting them to improved customer engagement. The research findings indicate that the outer model, scrutinizing observable variables, validates their reliability and validity. Multicollinearity tests using Variance Inflation Factor (VIF) and inner model analysis further confirm the reliability of measurement instruments, ensuring the overall integrity of the structural equation model. Despite these strengths, the study acknowledges limitations, urging caution in generalizing findings. To enhance the model's relevance, future research should explore moderating variables, contextual factors, and mediating mechanisms, considering the rapidly evolving technology and business landscapes. The study sets the stage for continuous efforts to refine and adapt the model, ensuring its applicability in navigating the ever-changing global business environment.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Aflit Nuryulia Praswati
AU  - I Made Sukresna
AU  - Siti Aisyah
PY  - 2024
DA  - 2024/08/02
TI  - Navigating Online Success: Innovation, Interaction, and Customer Engagement in E-commerce Performance
BT  - Proceedings of 5th Borobudur International Symposium on Humanities and Social Science 2023
PB  - Atlantis Press
SP  - 991
EP  - 999
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-273-6_102
DO  - 10.2991/978-2-38476-273-6_102
ID  - Praswati2024
ER  -