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Published in:
2023 | OriginalPaper | Chapter
The Importance of Digital Marketing in Building Brand Loyalty
Authors : Abdulsadek Hassan, Siraj Zahran
Published in: Digitalisation: Opportunities and Challenges for Business
Publisher: Springer International Publishing
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Abstract
Digital marketing is a module of marketing that is used to promote an organisation’s products and services through the use of the internet and digital technologies. Brand loyalty is a positive feeling of consumers that dedicates them to purchase specific products or services. This study aims to identify the importance of digital marketing in building brand loyalty in the digital era. The results of this study indicate that building brand loyalty depends primarily on trust. The decision of customers to purchase a product may be made consciously or unconsciously, as it arises from an emotional engagement between consumers and the brand, based on their confidence that the brand will meet their needs. The results also reveal the importance of the customer’s perception of the quality and value of a particular product compared to its competitors. This adds a competitive advantage to a particular brand, which is a set of consumer feelings and feelings about the benefit and quality of a particular product.
