Influencer Marketing, EWOM, E-Brand Experience, and Retail E-Brand Loyalty: Moderating Influence of E-Brand Love

Journal of Relationship Marketing, Journal Year: 2024, Volume and Issue: unknown, P. 1 - 27

Published: Oct. 20, 2024

This article, through developing a conceptual model, attempts to examine how influencer marketing impacts electronic word-of-mouth (EWOM), consumer E-brand experience, and loyalty, while considering the moderating influence of love. The study involved collection analysis 310 questionnaires collected from online retail consumers in Iran. In this study, we employed exploratory confirmatory factor path techniques using structural equation modeling approach. research uniquely emphasizes customer perspective, focusing not only on outcomes but also processes antecedents that drive loyalty. results indicate has positive influences EWOM, Furthermore, EWOM experience exhibit effects Notably, love plays role relationships between as well It is worth mentioning does moderate relationship help further comprehend can successfully improve loyalty realm. However, it crucial consider ethical implications fostering emotional bonds, unethical practices regard trigger negative outcomes, including "hate" distrust, particularly across different cultures contexts. insight significance bonds brand proposes nurturing link love, favorable experiences, result more robust lasting connections with consumers. To cultivate it's vital build trust influencers, missteps have severe repercussions. Hence, important approach careful consideration awareness.

Language: Английский

The Influence of Social Media Marketing and Influencer Marketing on Consumen Behaviour (Case Study of Gen-Z In Kota Depok, West Java)

Neo Journal of economy and social humanities, Journal Year: 2024, Volume and Issue: 3(2), P. 64 - 72

Published: Sept. 3, 2024

This study examines the influence of Social Media Marketing (SMM) and Influencer on consumer behavior Generation Z (Gen Z) in Depok City, West Java. Utilizing a quantitative research approach, data were collected from 100 respondents through an online questionnaire. The findings multiple linear regression analysis indicate that both significantly affect behavior. Marketing, which is measured variables such as content engagement, brand awareness, interactive features, ad recall, has been shown to increase engagement purchasing decisions among Gen Z. Meanwhile, encompasses trust influencers, influencer credibility, purchase intention, quality, plays critical role shaping attitudes behaviors consumers, leading increased loyalty intentions. study's coefficient determination (R²) value 78.1% suggests these collectively explain majority variability City. These results align with previous research, underscoring effectiveness digital marketing strategies offering valuable insights for businesses targeting social media channels.

Language: Английский