Investigating the Impact of Digital Marketing on Brand Conformity, Brand Equity, and Customer Loyalty (Case Study: Digikala Customers)

Articles in Press

Document Type : Research Paper

Authors

1 M.A student, Department of Management, Chabahar International University, Chabahar, Iran

2 Assistant Professor, Department of Industrial Engineering, Zanjan Branch, Islamic Azad University, Zanjan, Iran

3 Faculty Member, Management Department, Chabahar International University, Chabahar, Iran

Abstract


The purpose of this study is to investigate the impact of digital marketing on brand conformity, brand equity, and customer loyalty (Case Study: Digikala Customers). The research method is descriptive correlational in terms of implementation and applied in terms of purpose. The statistical population of this study includes all Digikala brand customers, totaling 4,000 individuals. The sample size is determined to be 385 participants using the Morgan table with a random sampling method. Data collection tools in this study include the Digital Marketing Questionnaire by Masiibi et al. (2023), the Brand Equity Questionnaire by Aaker (2000), the Brand Conformity Questionnaire by Keyqobadi (2015), and the Customer Loyalty Standard Questionnaire by Zehir et al. (2011). The reliability of the questionnaires is confirmed using Cronbach's alpha coefficients: digital marketing (0.85), brand conformity (0.77), brand equity (0.79), and customer loyalty (0.81). Data analysis is conducted using descriptive and inferential statistics. Descriptive statistics include measures such as mean, frequency tables, standard deviation, and variance. Inferential statistics involve regression tests suitable for the data, utilizing SPSS 20 software. The results indicate that digital marketing significantly influences brand conformity, brand equity, and customer loyalty (Case Study: Digikala Customers).

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References

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Management Science and Information Technology

Articles in Press, Accepted Manuscript
Available Online from 18 January 2025

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