INVESTIGATING THE IMPACT OF ADVANCED E-MARKETING STRATEGIES ON ENHANCING CONSUMER BRAND LOYALTY IN RIYADH'S COMPETITIVE RETAIL MARKET, SAUDI ARABIA.

نوع المستند : الأبحاث العلمیة الأصیلة

المؤلف

قسم الإعلام-كلية الآداب-جامعة الزقازيق قسم الإعلام -كلية العلوم الانسانية والاجتماعية-جامعة الملك سعود

المستخلص

The purpose of this study is to investigate the effect of using advanced e marketing strategies to increase consumer brand loyalty in Riyadh competition retail market with emphasis on understanding those strategies that efficiently and effectively build consumer loyalty and trust.

Data was collected from retail consumers of Riyadh using structured questionnaire as a quantitative research approach. The sample size of the study is 200 particiapnts. In order to assess the relationship between brand loyalty, content personalization, customer trust, email marketing, online customer engagement, and social media marketing, structural equation modeling (SEM) was used.

The results indicate that customer trust significant impact and it drives both customer loyalty and mediates the effects of email marketing, online customer engagement, and social media marketing. The study find that content personalization had an insignificant effect on either brand loyalty or customer trust, perhaps revealing an expectation difference between other markets and Riyadh. Analysis showed online customer engagement as well as social media marketing can positively impact brand loyalty, indicating the efficacy in the use of the engagement based marketing.

This study shows that trust and engagement oriented, e-marketing strategies, targeted to cultural and market specific preferences, could make a difference in how retail businesses are able to build consumer loyalty, in Riyadh.

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