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• Digital content marketing significantly increases customer trust and boosts customer loyalty, according to studies by de Souza et al. (2023) and Rochefort and Ndlovu (2024).
• Emotional commitment has a significant positive effect on customer loyalty (β = 0.216, t = 4.587, p < 0.001), and its interaction with digital content marketing also shows a significant moderating effect (β = 0.165, t = 3.907, p < 0.001).
• Higher emotional commitment increases the contribution of digital content marketing to customer loyalty with a path coefficient of 0.165 (p < 0.001).
• Digital content marketing has a significant positive impact on customer loyalty, supported by a path coefficient of 0.480 and a p-value less than 0.001.
• The academic article titled 'The psychological mechanisms through which digital content marketing by online influencers affects customer loyalty: evidence from multiple countries' was authored by Q. Zhang and F. Abdullah.
• The findings regarding the mechanism of digital content marketing on customer loyalty provide a theoretical basis for industry regulators and governmental policymakers to formulate policies and regulations.
• The interaction between emotional attachment and digital content marketing showed a significant moderating effect on customer loyalty (β = 0.148, t = 3.362, p < 0.01).
• Emotional attachment and emotional commitment act as moderating variables in the relationship between digital content marketing and customer loyalty.
• The article 'The psychological mechanisms through which digital content marketing by online influencers affects customer loyalty: evidence from multiple countries' was received by the journal on September 18, 2025, and accepted on October 22, 2025.
• Digital content marketing plays a key role in improving customer loyalty.
• The study identifies emotional attachment and commitment as two significant psychological factors in the interaction between customer loyalty and digital content marketing.
• A bootstrapping procedure with 10,000 resamples confirmed that the path from digital content marketing to customer loyalty is positive and significant (β = 0.480, t = 15.099, p < 0.001).
• Emotional attachment and emotional commitment moderate the relationship between digital content marketing and customer loyalty.
• Emotional attachment enhances the positive impact of digital content marketing on customer loyalty with a path coefficient of 0.148 (p < 0.01).
• The article 'The psychological mechanisms through which digital content marketing by online influencers affects customer loyalty: evidence from multiple countries' was published in Frontiers in Communication on November 13, 2025.
• The study found that the effect size (f2) of the path from digital content marketing to customer loyalty is 0.260, while the effect size of emotional attachment to customer loyalty is 0.002.
• Consumers from different cultural backgrounds focus on different aspects of digital content marketing when forming loyalty, according to Faizin et al. (2025) and Lusiana et al. (2025).