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

Abstract

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