Brand social orientation and its relationship with customer engagement behaviors. A case study

Introduction: The aim of the article was to analyse the relationship between brand social orientation and customer loyalty and recommendation engagement behaviours. Methodology: A case study was carried out, based on a mixed research method. As information gathering techniques, a documentary analysis of two official communication channels of the studied entity was carried out to identify if social orientation was a characteristic factor of its brand identity. Subsequently, through a survey, the recognition of customers about the attributes and values that this brand stands out, which were identified in the previous analysis, was investigated. Finally, we proceeded with this same technique to determine if the brand's social orientation was related to engagement loyalty and recommendation behaviours. Results: It is identified that the brand highlights its social orientation as a fundamental feature of its identity, an aspect that is recognized by 60% of the participants. In turn, it is evident that the respondents who considered this social orientation relevant to configure themselves as clients are more willing to maintain a commercial relationship with the entity and recommend it. Discussion and Conclusions: Through the chi-square test, it was possible to corroborate that there is a dependency between the brand social orientation variable and customer engagement. Therefore, generating value from this aspect would exert an effect on the encouragement of engagement in consumers/users from the notion of reciprocity.