Title: Digital marketing as a game changer strategy to enhance brand performance
Authors: Uvesh Husain; Sarfaraz Javed; S. Ananda
Addresses: Economics and Business Studies Department, Mazoon College, Seeb, Oman ' Department of Commerce, Aligarh Muslim University, Aligarh, Uttar Pradesh 202001, India ' Postgraduate Studies and Research Department, College of Banking and Financial Studies, Muscat, Sultanate of Oman
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.
Keywords: brand experience; brand engagement; brand vocal; brand value; satisfaction; mobile application use; brand performance.
DOI: 10.1504/IJTMKT.2021.118226
International Journal of Technology Marketing, 2021 Vol.15 No.2/3, pp.107 - 125
Received: 12 Jul 2020
Accepted: 08 Feb 2021
Published online: 15 Oct 2021 *