El efecto del Marketing de Contenidos y la Experiencia de Marca en la Lealtad a la Marca con el Compromiso del Cliente como variable Intermedia (Consumidores de Agua Micelar Wardah Semarang)
DOI:
https://doi.org/10.35564/jmbe.2025.0026Palabras clave:
consumer behavior, content marketing on TikTok, brand experience, customer engagement, brand loyaltyResumen
Las redes sociales pueden generar curiosidad e interés entre la audiencia, por lo que pueden generar volumen de ventas y lealtad a la marca. Lo mismo ocurre con Wardah. El objetivo de Wardah es aumentar la lealtad a la marca que se puede demostrar a través de la cuota de mercado. Pero según la participación de mercado y el TBI (Índice de Marcas Principales), Wardah no puede ser el primero. Este estudio tiene como objetivo determinar el efecto del marketing de contenidos y la experiencia de marca en la lealtad a la marca con el compromiso del cliente como variable intermedia. Este tipo de investigación es un estudio explicativo con muestreo intencional no probabilístico y obtuvo 384 encuestados Consumidores de agua micelar de la Wardah. Análisis de datos mediante SmartPLS4. Los resultados muestran que el marketing de contenidos, la experiencia de marca y el compromiso del cliente influyen significativamente en la lealtad a la marca con tipos de mediación parcial. Las recomendaciones son nuevas ideas sobre el contenido de TikTok Wardah, destacando la singularidad de la marca y asegurando la participación del cliente para aumentar la lealtad a la marca.
Palabras clave. marketing de contenidos en Tiktok, experiencia de marca, compromiso con el cliente, lealtad a la marca
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