Consumer Behavior and Brand Loyalty: A Study on Digital Marketing Practices
Corresponding Author(s) : Souza Nurafrianto Windiartono Putra
Startupreneur Business Digital (SABDA Journal),
Vol. 3 No. 2 (2024): Startupreneur Business Digital (SABDA)
Abstract
In the rapidly evolving digital landscape, understanding consumer behavior is critical for building and sustaining brand loyalty. This study explores the relationship between digital marketing practices and consumer behavior, and how these behaviors influence brand loyalty. Leveraging a comprehensive literature review and empirical analysis, this research employs a mixed-methods approach, combining quantitative surveys with qualitative interviews to gain a holistic view of the consumer-brand interaction in the digital era. Data were collected from a diverse sample of consumers who regularly engage with brands through digital platforms. The quantitative analysis, conducted using statistical tools, revealed a significant correlation between personalized digital marketing efforts and increased consumer loyalty. Qualitative findings further highlighted that consumers value brand transparency and engagement in online spaces, which in turn enhances their loyalty. The findings suggest that digital marketing practices, such as targeted advertising and interactive content, play a crucial role in shaping consumer perceptions and driving brand loyalty. These results provide valuable insights for marketers seeking to optimize their digital strategies to foster deeper connections with their audiences.
Keywords
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- S. Mukhtar, A. C. Mohan, and D. Chandra, “Exploring the influence of digital marketing on consumer
- behavior and loyalty,” International Journal of Research-Granthaalayah, vol. 11, no. 9, pp. 1–18, 2023.
- V. Sriram, A. A. Shaikh, B. Sumana, A. Kumar, V. Dhiman, and M. Naved, “Consumer behaviour on
- digital marketing platforms—specifically in terms of consumer loyalty using machine learning,” in Pro-
- ceedings of Second International Conference in Mechanical and Energy Technology: ICMET 2021, India.
- Springer, 2022, pp. 377–386.
- A. A. S. Mohammad, “The impact of digital marketing success on customer loyalty,” Marketing i
- menedˇzment innovacij, vol. 13, no. 3, pp. 103–113, 2022
- M. Irfan, V. Jain, A. Parveen, and M. N. Kumar, “Factors responsible for the digital marketing commu-
- nication and customer loyalty: A study of fabindia,” Mukt Shabd Journal, vol. 10, no. 2, pp. 87–102,
- T. Rochefort and Z. Ndlovu, “Digital marketing strategies in building brand awareness and loyalty in the
- online era,” Startupreneur Business Digital (SABDA Journal), vol. 3, no. 2, pp. 107–114, 2024.
- M. Alam, “An investigation on the use of digital marketing towards the customer satisfaction and brand
- loyalty of resturants in saudi arabia,” International Journal of Data and Network Science, vol. 7, no. 4,
- pp. 1493–1504, 2023.
- R. Ahmed, R. Kumar, M. Baig, and M. Khan, “Impact of digital media on brand loyalty and brand
- positioning,” Available at SSRN 2708527, 2015.
- R. L. Muniesa and C. G. Gim´enez, “The importance of the loyalty of fashion brands through digital
- marketing,” Journal of Spatial and Organizational Dynamics, vol. 8, no. 3, pp. 230–243, 2020.
- P. Sarmah and A. P. Singh, “The effectiveness of sustainable marketing practices in influencing consumer
- behavior and brand loyalty,” International Journal For Multidisciplinary Research, vol. 6, no. 2, 2024.
- E. Desembrianita, S. Mulyono, W. P. Putra, and T. Tarjono, “Influence of digital marketing, consumer
- trust, and brand loyalty on purchase intention (case study of green product consumers),” International
- Journal of Business, Law, and Education, vol. 5, no. 2, pp. 2003–2015, 2024.
- A. Mekuriaw, “The effect of digital marketing on brand loyalty: The case of st. george brewery sc,” ST.
- MARY’S UNIVERSITY, Tech. Rep., 2022.
- I. F. Hasan, B. Astuti, and A. Hidayat, “The influence of implementing digital marketing and experi-
- ential marketing on brand loyalty mediated by brand trust,” Asian Journal of Economics, Business and
- Accounting, vol. 24, no. 6, pp. 263–272, 2024.
- S. H. A. Kazmi, A. Wahab, S. I. Zaman, and Y. Kou, “Rise of digital media to triumph brand loyalty,” in
- 10th International Conference on Intelligent Human-Machine Systems and Cybernetics (IHMSC),
- vol. 1. IEEE, 2018, pp. 297–300.
- K. Barnet and S. P. Ferris, “Brand loyalty and online brand communities: is brand loyalty being strength-
- ened through social media?” International Journal of Online Marketing (IJOM), vol. 6, no. 3, pp. 50–61,
- M. Miranti, M. N. P. B. Koto, and A. Al Rasid, “Customer loyalty in relation to digital marketing,”
- in International Conference On Digital Advanced Tourism Management And Technology, vol. 1, no. 2,
- , pp. 720–725.
- A. Enehasse and M. Sa˘glam, “The impact of digital media advertising on consumer behavior intention:
- The moderating role of brand trust,” 2020.
- W. Ali and A. M¨uller, “Consumer behavior and brand loyalty in the fast-moving consumer goods (fmcg)
- industry,” Competitive Research Journal Archive, vol. 1, no. 02, pp. 119–129, 2023.
- S. Jayasingh, “Consumer brand engagement in social networking sites and its effect on brand loyalty,”
- Cogent Business & Management, vol. 6, no. 1, p. 1698793, 2019.
- N. Aliane and W. A. Alawad, “Factors effecting loyalty intention and digital consumer behaviour: Ex-
- amining moderating role of brand attachment,” International Journal of Operations and Quantitative
- Management, vol. 29, no. 3, pp. 1–20, 2023.
- V. Afton and K. Ashton, “Analysis of the relationship between digital marketing and customer loyalty in
- iran,” Journal of Dynamic Consumer Studies, vol. 16, no. 9, pp. 12–24, 2012.
- A. Aliu and F. AGBETOKUN, “Internet marketing practices and customer loyalty: Empirical evidence
- from ogun state, nigeria,” European Journal of Accounting, Finance and Business, vol. 8, no. XVIII, pp.
- –39, 2018.
- K. Jafarova and M. Tolon, “The effect of content marketing in social media on brand loyalty and purchase
- intention,” Journal of Business Management and Economic Research, vol. 6, no. 4, pp. 160–184, 2022.
- T. T. Bui, Q. T. Tran, T. Alang, and T. D. Le, “Examining the relationship between digital content mar-
- keting perceived value and brand loyalty: Insights from vietnam,” Cogent Social Sciences, vol. 9, no. 1,
- p. 2225835, 2023.
- M. Sa˘glam and M. Jarrar, “The effects of e-satisfaction, e-brand loyalty and e-trust levels on consumer
- behavioral intentions: A study on online shoppers in turkey,” Journal of International Trade, Logistics
- and Law, vol. 7, no. 2, pp. 30–43, 2021.
- R. S. Ebrahim, “The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty,” Journal of Relationship Marketing, vol. 19, no. 4, pp. 287–308, 2020.
- Q. M. Ahmed, A. Qazi, I. Hussain, and S. Ahmed, “Impact of social media marketing on brand loyalty:
- The mediating role of brand consciousness.” Journal of Managerial Sciences, vol. 13, no. 2, 2019.
- L. Machi, P. Nemavhidi, T. Chuchu, B. Nyagadza, and M. V. de Villiers, “Exploring the impact of brand
- awareness, brand loyalty and brand attitude on purchase intention in online shopping,” International
- Journal of Research in Business and Social Science (2147-4478), vol. 11, no. 5, pp. 176–187, 2022.
- Q. M. Ahmed, M. M. Raziq, and S. Ahmed, “The role of social media marketing and brand consciousness
- in building brand loyalty,” Global Management Journal for Academic & Corporate Studies, vol. 8, no. 1,
- pp. 154–165, 2018.
- A. Makrides, D. Vrontis, and M. Christofi, “The gold rush of digital marketing: assessing prospects of
- building brand awareness overseas,” Business Perspectives and Research, vol. 8, no. 1, pp. 4–20, 2020.
- S. Budiman, “The effect of social media on brand image and brand loyalty in generation y,” The Journal
- of Asian Finance, Economics and Business, vol. 8, no. 3, pp. 1339–1347, 2021
References
S. Mukhtar, A. C. Mohan, and D. Chandra, “Exploring the influence of digital marketing on consumer
behavior and loyalty,” International Journal of Research-Granthaalayah, vol. 11, no. 9, pp. 1–18, 2023.
V. Sriram, A. A. Shaikh, B. Sumana, A. Kumar, V. Dhiman, and M. Naved, “Consumer behaviour on
digital marketing platforms—specifically in terms of consumer loyalty using machine learning,” in Pro-
ceedings of Second International Conference in Mechanical and Energy Technology: ICMET 2021, India.
Springer, 2022, pp. 377–386.
A. A. S. Mohammad, “The impact of digital marketing success on customer loyalty,” Marketing i
menedˇzment innovacij, vol. 13, no. 3, pp. 103–113, 2022
M. Irfan, V. Jain, A. Parveen, and M. N. Kumar, “Factors responsible for the digital marketing commu-
nication and customer loyalty: A study of fabindia,” Mukt Shabd Journal, vol. 10, no. 2, pp. 87–102,
T. Rochefort and Z. Ndlovu, “Digital marketing strategies in building brand awareness and loyalty in the
online era,” Startupreneur Business Digital (SABDA Journal), vol. 3, no. 2, pp. 107–114, 2024.
M. Alam, “An investigation on the use of digital marketing towards the customer satisfaction and brand
loyalty of resturants in saudi arabia,” International Journal of Data and Network Science, vol. 7, no. 4,
pp. 1493–1504, 2023.
R. Ahmed, R. Kumar, M. Baig, and M. Khan, “Impact of digital media on brand loyalty and brand
positioning,” Available at SSRN 2708527, 2015.
R. L. Muniesa and C. G. Gim´enez, “The importance of the loyalty of fashion brands through digital
marketing,” Journal of Spatial and Organizational Dynamics, vol. 8, no. 3, pp. 230–243, 2020.
P. Sarmah and A. P. Singh, “The effectiveness of sustainable marketing practices in influencing consumer
behavior and brand loyalty,” International Journal For Multidisciplinary Research, vol. 6, no. 2, 2024.
E. Desembrianita, S. Mulyono, W. P. Putra, and T. Tarjono, “Influence of digital marketing, consumer
trust, and brand loyalty on purchase intention (case study of green product consumers),” International
Journal of Business, Law, and Education, vol. 5, no. 2, pp. 2003–2015, 2024.
A. Mekuriaw, “The effect of digital marketing on brand loyalty: The case of st. george brewery sc,” ST.
MARY’S UNIVERSITY, Tech. Rep., 2022.
I. F. Hasan, B. Astuti, and A. Hidayat, “The influence of implementing digital marketing and experi-
ential marketing on brand loyalty mediated by brand trust,” Asian Journal of Economics, Business and
Accounting, vol. 24, no. 6, pp. 263–272, 2024.
S. H. A. Kazmi, A. Wahab, S. I. Zaman, and Y. Kou, “Rise of digital media to triumph brand loyalty,” in
10th International Conference on Intelligent Human-Machine Systems and Cybernetics (IHMSC),
vol. 1. IEEE, 2018, pp. 297–300.
K. Barnet and S. P. Ferris, “Brand loyalty and online brand communities: is brand loyalty being strength-
ened through social media?” International Journal of Online Marketing (IJOM), vol. 6, no. 3, pp. 50–61,
M. Miranti, M. N. P. B. Koto, and A. Al Rasid, “Customer loyalty in relation to digital marketing,”
in International Conference On Digital Advanced Tourism Management And Technology, vol. 1, no. 2,
, pp. 720–725.
A. Enehasse and M. Sa˘glam, “The impact of digital media advertising on consumer behavior intention:
The moderating role of brand trust,” 2020.
W. Ali and A. M¨uller, “Consumer behavior and brand loyalty in the fast-moving consumer goods (fmcg)
industry,” Competitive Research Journal Archive, vol. 1, no. 02, pp. 119–129, 2023.
S. Jayasingh, “Consumer brand engagement in social networking sites and its effect on brand loyalty,”
Cogent Business & Management, vol. 6, no. 1, p. 1698793, 2019.
N. Aliane and W. A. Alawad, “Factors effecting loyalty intention and digital consumer behaviour: Ex-
amining moderating role of brand attachment,” International Journal of Operations and Quantitative
Management, vol. 29, no. 3, pp. 1–20, 2023.
V. Afton and K. Ashton, “Analysis of the relationship between digital marketing and customer loyalty in
iran,” Journal of Dynamic Consumer Studies, vol. 16, no. 9, pp. 12–24, 2012.
A. Aliu and F. AGBETOKUN, “Internet marketing practices and customer loyalty: Empirical evidence
from ogun state, nigeria,” European Journal of Accounting, Finance and Business, vol. 8, no. XVIII, pp.
–39, 2018.
K. Jafarova and M. Tolon, “The effect of content marketing in social media on brand loyalty and purchase
intention,” Journal of Business Management and Economic Research, vol. 6, no. 4, pp. 160–184, 2022.
T. T. Bui, Q. T. Tran, T. Alang, and T. D. Le, “Examining the relationship between digital content mar-
keting perceived value and brand loyalty: Insights from vietnam,” Cogent Social Sciences, vol. 9, no. 1,
p. 2225835, 2023.
M. Sa˘glam and M. Jarrar, “The effects of e-satisfaction, e-brand loyalty and e-trust levels on consumer
behavioral intentions: A study on online shoppers in turkey,” Journal of International Trade, Logistics
and Law, vol. 7, no. 2, pp. 30–43, 2021.
R. S. Ebrahim, “The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty,” Journal of Relationship Marketing, vol. 19, no. 4, pp. 287–308, 2020.
Q. M. Ahmed, A. Qazi, I. Hussain, and S. Ahmed, “Impact of social media marketing on brand loyalty:
The mediating role of brand consciousness.” Journal of Managerial Sciences, vol. 13, no. 2, 2019.
L. Machi, P. Nemavhidi, T. Chuchu, B. Nyagadza, and M. V. de Villiers, “Exploring the impact of brand
awareness, brand loyalty and brand attitude on purchase intention in online shopping,” International
Journal of Research in Business and Social Science (2147-4478), vol. 11, no. 5, pp. 176–187, 2022.
Q. M. Ahmed, M. M. Raziq, and S. Ahmed, “The role of social media marketing and brand consciousness
in building brand loyalty,” Global Management Journal for Academic & Corporate Studies, vol. 8, no. 1,
pp. 154–165, 2018.
A. Makrides, D. Vrontis, and M. Christofi, “The gold rush of digital marketing: assessing prospects of
building brand awareness overseas,” Business Perspectives and Research, vol. 8, no. 1, pp. 4–20, 2020.
S. Budiman, “The effect of social media on brand image and brand loyalty in generation y,” The Journal
of Asian Finance, Economics and Business, vol. 8, no. 3, pp. 1339–1347, 2021