Author(s): Nordiana binti Ahmad Nordin and Mohd Fahmi bin Yahaya
Exhibition engagement is a burgeoning yet still under-examined concept. Due to this fact, many small and medium enterprises in arts gallery are struggling especially during this ongoing pandemic of coronavirus disease (COVID-19). This study attempts to measure the outcome of exhibition engagement in the case of digital visual arts. The research, involved 110 respondents, employed hierarchical regression as the main method of data analysis. Exhibition engagement were measured through cognitive, affective, behavioral and social whereas the outcomes were measured through loyalty towards the exhibition. The results of this study revealed that only affective and behavioral engagement effect loyalty while cognitive and social engagement found to be not significant. This finding provides art galleries owner an insight into entrepreneurial strategy focusing on customer relationship. The relationship is through managing engagement by forming a strategy that focusing on increasing customer engagement.