A Bayesian network approach to juxtapose brand engagement and behaviors of substantive interest in e-services

  • Taewon SuhEmail author
  • Seok Kang
  • Elyria A. Kemp


This study juxtaposes brand engagement and behaviors of substantive interest in the context of eservices and utilizes Bayesian networks for an exploratory, data-driven approach. Enlisting a behavioral focus, it investigates the item-to-item relationships between brand engagement, attitudes, and conspicuous behaviors both online and offline. Two Bayesian networks were constructed from samples of city website users (N = 1089) and nonusers (N = 475). Results confirm that the five groups of nodes included in our constructed Bayesian networks were well distinguished as separate constructs and interrelated, centered on two nodes of brand engagement. Results also indicate that two nodes of brand engagement, “sense of belonging” and “participating in activities”, induced positive attitudes and were associated with conspicuous behaviors. Overall, this study demonstrates the dynamic, item-to-item relationships between engagement and behaviors of substantive interest. For managers, it is important in practice to discover the particular variables that play central roles among associated variables.


Engagement Digital marketing e-Services Bayesian networks 


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Copyright information

© Springer Science+Business Media, LLC, part of Springer Nature 2018

Authors and Affiliations

  1. 1.McCoy College of BusinessTexas State UniversitySan MarcosUSA
  2. 2.The University of Texas at San AntonioSan AntonioUSA
  3. 3.University of New OrleansNew OrleansUSA

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