International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Cultivating Brand Loyalty through Content Marketing: The influence of Digital Content Characteristics on Loyalty towards Consumer Electronic Brands

Author(s) Guru Daaman Shrivastava, Shalini Choithrani
Country India
Abstract The research paper explores the impact of digital content marketing on brand loyalty towards consumer electronic brands. It examines whether content characteristics: type, quality, and platform influence consumer loyalty towards electronic brands. The study uses a questionnaire of 72 respondents and employs Structural Equation Modelling (SEM) for testing the effect of content characteristics on brand loyalty among consumers. The findings suggest that content platform and quality has a significant positive influence on brand loyalty. However, no significant effect of content type was found on the brand loyalty. The study recommends that consumer electronics brands should focus on selecting the right platforms and creating high quality content to enhance brand loyalty. Future research could explore additional content characteristics that may potentially influence brand loyalty. The study is useful for consumer electronic brands, marketers and researchers who seek to gather and develop insights pertaining to the enhancement of their content marketing strategies to yield better marketing outcomes.
Keywords Content Marketing, Brand Loyalty, Consumer Electronics, Structural Equation Modelling
Field Sociology > Administration / Law / Management
Published In Volume 6, Issue 4, July-August 2024
Published On 2024-07-14
Cite This Cultivating Brand Loyalty through Content Marketing: The influence of Digital Content Characteristics on Loyalty towards Consumer Electronic Brands - Guru Daaman Shrivastava, Shalini Choithrani - IJFMR Volume 6, Issue 4, July-August 2024. DOI 10.36948/ijfmr.2024.v06i04.24625
DOI https://doi.org/10.36948/ijfmr.2024.v06i04.24625
Short DOI https://doi.org/gt4ggh
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