By Liu Yingxi
Year 2024
Abstract
This study aimed to explore the relationship between engagement marketing and customer brand loyalty, particularly emphasizing the mediating role of customer social media engagement in the Chinese local cosmetics industry. From a dual perspective of enterprise-customer engagement perspective, the framework predicting customer brand loyalty, with influencer marketing, content marketing, and emotional marketing as independent variables, and customer social media engagement factors (experience, engagement, and identification) were examined for mediation.
A quantitative study using questionnaires surveyed 468 online Chinese local cosmetics buyers who engage with social media. Structural equation modeling (SEM) analysis of the data, showed the directly positive effects of social media influencer marketing, content marketing, and emotional marketing on brand loyalty. Additionally, customer experience, customer engagement, and customer identification were found to mediate these effects.
Based on the research findings, marketing practitioners should utilize social media interactivity to engage customers in brand activities, thereby maintaining and enhancing brand loyalty. This research emphasizes the impact of social media influencers on intensifying brand promotion and suggests prioritizing customer experience and fostering emotional connections for loyalty enhancement.