Digital marketing as a game changer strategy to enhance brand performance Online publication date: Fri, 15-Oct-2021
by Uvesh Husain; Sarfaraz Javed; S. Ananda
International Journal of Technology Marketing (IJTMKT), Vol. 15, No. 2/3, 2021
Abstract: The study assesses the impact of mobile app use (MAU) on brand engagement (BENG) and brand experience (BEXP) with the moderation of digital influencers (DI). The primary data was collected through a structured questionnaire from 621 respondents from three Asian countries using the purposive sampling technique. Factor analysis was applied to analyse the interrelationship between digital footprints (DF), mobile application, and brand experience. Further, it also examines the role of brand engagement in determining brand vocal (BVOC), brand loyalty (BLOY), brand value (BVAL), and customer satisfaction. Results reveal that mobile app use significantly leads to higher brand engagement while brand experience and DI positively mediate and moderates this relationship. Brand engagement is a strong predictor of brand vocal, brand loyalty, customer satisfaction, and brand value. The outcome study helps promote brand engagement and other brand performance (BP) indicators through digital marketing to improve brand experience.
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