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

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.