The Impact of Digital Content Marketing on Brand Defence: The Mediating Role of Behavioural Engagement and Brand Attachment

Administrative Sciences, Journal Year: 2025, Volume and Issue: 15(4), P. 124 - 124

Published: March 27, 2025

Marketers are increasingly interested in digital content marketing (DCM) strategies that have the potential to enhance consumer behaviour. However, there is a dearth of academic research delves into impact DCM on brand defence. This study aims investigate defence through behavioural engagement and attachment (in Jordanian fashion industry case study). The results demonstrate notable benefit direct effect engagement, attachment, strongest determinant defence, followed by attachment. Behavioural exerts substantial beneficial this indicate both significantly influence mediation fails mediate positive Moreover, determines mediates high importance for strategies, emphasising pivotal developing effective approaches.

Language: Английский

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The Impact of User-Generated Content on Tourist Visit Intentions: The Mediating Role of Destination Imagery

Administrative Sciences, Journal Year: 2025, Volume and Issue: 15(4), P. 117 - 117

Published: March 22, 2025

This study seeks to investigate the influence of user-generated content (UGC) on tourist visit intentions. also aims explore mediating role destination imagery in relationship between UGC and The findings show that has a significant positive effect Additionally, mediation analysis results revealed mediates impact intentions, highlighting its crucial shaping behavior. These have implications for marketing strategies, emphasizing as key tool generating compelling narratives increasing engagement. contributes expanding body knowledge digital content’s function provides meaningful guidance industry practitioners.

Language: Английский

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Effect of Social Media Influencers on Consumer Brand Engagement and its Implications on Business Decision Making

El Profesional de la Informacion, Journal Year: 2024, Volume and Issue: 33(2)

Published: June 1, 2024

The number of social media users and accessing different platforms is increasing daily. For this reason, influencers content marketing are increasingly important in businesses' strategies. More studies on still need to be done since they relatively new concepts. research goal find out the impact online repurchase intention through brand trust customer engagement shopping stores. These findings generally found a significant positive direct trust, engagement, intention. results that was most vital determinant followed by influencers. Additionally, significantly influenced engagement. positively impacted Furthermore, identified as intentions, marketing, mediation analysis revealed did not mediate it mediates intentions. Future should continue study literature scarce.

Language: Английский

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Pengaruh Social Media Marketing, Event Marketing Terhadap Keputusan Pembelian Dengan Customer Engagement

Jurnal Ekonomi, Journal Year: 2025, Volume and Issue: 30(1), P. 48 - 70

Published: March 27, 2025

This study aims to analyze the influence of social media marketing and event on purchasing decisions, with customer engagement as an intervening variable in Mobile Legends game Medan City. The population this includes all players sampling technique was carried out using a non-probability method purposive approach. number samples used 150 respondents, which determined Cochran formula. data analysis SEM-PLS SmartPLS software. results showed that SMM had significant KP CE, EM CE. While CE did not have effect KP. also no through well

Language: Английский

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Optimizing consumer engagement and repurchase intentions: The role of strategic post-purchase communication

Journal of Retailing and Consumer Services, Journal Year: 2024, Volume and Issue: 82, P. 104095 - 104095

Published: Oct. 3, 2024

Language: Английский

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