Escaping the reality with humanized brands: Examining the role of anthropomorphized brands in fostering continued engagement

In today's technology-driven era, where stress levels are on the rise, consumers are increasingly turning to online browsing and shopping as a means of escaping and coping with reality. This behavioral shift has opened an opportunity for brands to retain consumers in the long run. The present study conceptualizes that the brand can utilize this opportunity to have continued engagement by building interpersonal consumer-brand relationships and an immersive environment. To empirically validate this framework, the study collects data from young consumers (N = 480). The results exhibited that there is a positive and significant relationship between brand anthropomorphism and continued engagement, which is sequentially mediated by immersion and escapism. The study also integrates and extends social exchange, flow, and coping theories, providing practical insights for marketers on the significance of emotional connections and immersive environments in driving continued engagement.