THE IMPACT OF SUSTAINABLE DIGITAL MARKETING ON CUSTOMER LOYALTY IN DIGITAL ENTERTAINMENT INDUSTRY: MEDIATING ROLE OF BRAND ENGAGEMEN

Authors

Angelique Aeilie Tampi Universitas Klabat
Clarti Welhemina Andolo Universitas Klabat
Deske W. Mandagi Universitas Klabat

DOI:

Keywords:

Sustainable Digital Marketing, Customer Loyalty, Brand Engagement, Digital Entertainment Industry.

Abstract

Digital entertainment companies are increasingly using sustainable digital marketing (SDM) to convey their values and create enduring relationships with customers as sustainability becomes a major issue for both consumers and regulators. Despite this tendency, little study has been done on how SDM affects consumer loyalty, especially in the digital entertainment sector. This study uses brand engagement as a mediating element to investigate how SDM affects consumer loyalty. SDM, which is based on a multifaceted framework, is evaluated in five areas: stakeholder involvement, consumer education, social and environmental impact, ethical offers, and transparency. A systematic survey was used to gather information from 220 respondents with a range of backgrounds. The results show that several aspects of SDM, like stakeholder participation, visibility and disclosure, and consumer empowerment and education, have a direct beneficial impact on customer loyalty and brand engagement. The association between any of the five SDM variables and customer loyalty, however, is not significantly mediated by brand engagement, according to mediation analysis. This implies that although these sustainability measures directly increase engagement and loyalty, they do not support engagement's function as a link between marketing campaigns and loyalty. If there are no discernible indirect effects, there could be other factors or mechanisms at work. These findings underscore the need to concentrate on direct loyalty initiatives rather than depending entirely on interaction as a middleman, and they have significant ramifications for digital entertainment marketers.

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