The Role of Content Marketing in Brand Loyalty: An Empirical Analysis

Authors

  • Lia Siti Julaeha Universitas Ary Ginanjar

DOI:

https://doi.org/10.59603/masman.v2i2.509

Keywords:

Content Marketing Strategies, Brand Loyalty, Customer Engagement, Perceived Value of Content, Two-Way Communication

Abstract

This research investigates the role of content marketing in building brand loyalty through an empirical analysis. It evaluates the effectiveness of various content marketing strategies, including informative articles, engaging videos, and interactive social media posts, in enhancing consumer loyalty. The study emphasizes the importance of consumer engagement, perceived value, and two-way communication in fostering brand loyalty. Informative articles are valued for their ability to provide useful information and build trust. Engaging videos create emotional connections and memorable experiences, while interactive social media posts encourage active participation and community building. The perceived value of content, defined by its usefulness, relevance, and quality, is critical in determining consumer engagement and loyalty. Two-way communication, involving reciprocal interactions between brands and consumers, plays a pivotal role in building loyalty. It enhances engagement by facilitating direct dialogue, personalizing interactions, and effectively addressing consumer feedback and concerns. The research concludes that brands should focus on robust communication channels, personalized content, and active feedback mechanisms to strengthen consumer relationships.

Author Biography

Lia Siti Julaeha, Universitas Ary Ginanjar

Department of Management

References

Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. https://doi.org/https://doi.org/10.1016/j.jbusres.2011.07.029

Calder, B. J., Malthouse, E. C., & Schaedel, U. (2009). An experimental study of the relationship between online engagement and advertising effectiveness. Journal of Interactive Marketing, 23(4), 321–331. https://doi.org/https://doi.org/10.1016/j.intmar.2009.07.

Chuang, H.-M., & Chen, C.-I. (2023). The Role of Two-Way Influences on Sustaining Green Brand Engagement and Loyalty in Social Media. Sustainability, 15(2), 1291. https://doi.org/https://doi.org/10.3390/su15021291

Dwivedi, A. (2015). A higher-order model of consumer brand engagement and its impact on loyalty intentions. Journal of Retailing and Consumer Services, 24, 100–109. https://doi.org/https://doi.org/10.1016/j.jretconser.2015.02.007

Fernandes, T., & Esteves, F. (2016). Customer Engagement and Loyalty: A Comparative Study Between Service Contexts. Services Marketing Quarterly, 37(2), 125–139. https://doi.org/https://doi.org/10.1080/15332969.2016.1154744

Ferreira, M., Zambaldi, F., & Guerra, D. de S. (2020). Consumer engagement in social media: scale comparison analysis. Journal of Product & Brand Management, 29(4), 491–503. https://doi.org/https://doi.org/10.1108/JPBM-10-2018-2095

Hollebeek, L. D., Hammedi, W., & Sprott, D. E. (2023). Consumer engagement, stress, and conservation of resources theory: A review, conceptual development, and future research agenda. Journal of Psychology & Marketing, 40(5), 926–937. https://doi.org/https://doi.org/10.1002/mar.21807

Hunt, T. (1984). Managing Public Relations. New York: Rinehart Holt & Winston. https://doi.org/10.3316/aem.vdu627

Islam, J. U., Rahman, Z., & Hollebeek, L. D. (2018). Consumer engagement in online brand communities: a solicitation of congruity theory. Internet Research, 28(1), 23–45. https://doi.org/https://doi.org/10.1108/IntR-09-2016-0279

Jayasingh, S., & Wright, L. T. (2019). Consumer brand engagement in social networking sites and its effect on brand loyalty. Cogent Business & Management, 6(1), 1698793. https://doi.org/https://doi.org/10.1080/23311975.2019.1698793

Leckie, C., Nyadzayo, M. W., & Johnson, L. W. (2016). Antecedents of consumer brand engagement and brand loyalty. Journal of Marketing Management, 32(5–6), 558–578. https://doi.org/https://doi.org/10.1080/0267257X.2015.1131735

Maulidizen, A., Sofian, E., Adila, R., Febriyadiza, Z., Salma, K., & Perdana, M. M. K. (2022). Realisasi Re-Branding Guna Membangun Brand Image Pada UMKM Tji Liwoeng Coffee Di Jakarta Timur. NUSANTARA: Jurnal Pengabdian Kepada Masyarakat, 2(2), 86–91. https://doi.org/https://doi.org/10.55606/nusantara.v2i2.487

Maulidizen, A., Sofian, E., Alawiyah, E. D. A., Nuha, F. A., Putri, J. P. G., Perdana, M. M. K., & Thoriq, M. R. (2022). Penerapan Teknologi Pemasaran Untuk Mendorong Tingkat Penjualan UMKM Dalam Penerapan Pemasaran Melalui Media E-Commerce Shopee & Gofood. SAFARI :Jurnal Pengabdian Masyarakat Indonesia, 2(3), 128–132. https://doi.org/https://doi.org/10.56910/safari.v2i3.229

Maulidizen, A., Sofian, E., Karimah, F., Hayuningrum, N., Rizki, N. R., & Adinda, A. P. (2022). Workshop Instagram Marketing Pada Tji Liwoeng Coffee. KREATIF: Jurnal Pengabdian Masyarakat Nusantara, 2(2), 51–59. https://doi.org/https://doi.org/10.55606/kreatif.v2i2.651

Maulidizen, A., Sofian, E., Ramadhan, R., Hidayat, R., Alatas, A., Perdana, M. M. K., & Thoriq, M. R. (2022). Pengenalan Aplikasi Tiktok Sebagai Platform Pemasaran Baru Untuk Pelaku UMKM. NUSANTARA: Jurnal Pengabdian Kepada Masyarakat Jurnal Pengabdian Kepada Masyarakat, 2(1), 19–23. https://doi.org/https://doi.org/10.55606/nusantara.v2i1.482

Mero (Järvinen), J. (2018). The effects of two-way communication and chat service usage on consumer attitudes in the e-commerce retailing sector. Electron Markets, 28, 205–217. https://doi.org/https://doi.org/10.1007/s12525-017-0281-2

Molinillo, S., Anaya-Sánchez, R., & Liébana-Cabanillas, F. (2020). Analyzing the effect of social support and community factors on customer engagement and its impact on loyalty behaviors toward social commerce websites. Computers in Human Behavior, 108, 105980. https://doi.org/https://doi.org/10.1016/j.chb.2019.04.004

Nisa, T. A., Deswindi, L., & Maulidizen, A. (2022). Pengaruh Citra Merek, Promosi dan Online Customer Experience Terhadap Keputusan Pembelian Studi Pada Aplikasi Tokopedia. Jurnal Penelitian Ekonomi Manajemen Dan Bisnis, 1(2), 38–52. https://doi.org/https://doi.org/10.55606/jekombis.v1i2.607

Sohail, M. S. (2022). Understanding consumer engagement in online brand communities: An application of self-expansion theory. Journal of Marketing Analytics, 11, 69–81. https://doi.org/https://doi.org/10.1057/s41270-021-00148-1

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.

Published

2024-05-30

How to Cite

Siti Julaeha, L. (2024). The Role of Content Marketing in Brand Loyalty: An Empirical Analysis. MASMAN : Master Manajemen, 2(2), 117–132. https://doi.org/10.59603/masman.v2i2.509

Similar Articles

<< < 1 2 3 > >> 

You may also start an advanced similarity search for this article.