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digital content marketing
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The psychological mechanisms through which digital content ... frontiersin.org Nov 12, 2025 26 facts
referenceLopes, A. R. and Casais, B. (2022) provided a conceptual review and recommendations for practitioners regarding digital content marketing in the article 'Digital content marketing: conceptual review and recommendations for practitioners' published in the Academy of Strategic Management Journal.
claimRational factors in digital content marketing research have received more attention than emotional factors, according to Yan et al. (2024).
claimDigital content marketing significantly increases customer trust and boosts customer loyalty, according to studies by de Souza et al. (2023) and Rochefort and Ndlovu (2024).
claimInformation overload causes digital fatigue and psychological resistance among consumers, and a lack of transparency and fairness in algorithmic recommendations results in a user trust crisis, which influences the effectiveness of digital content marketing, according to Sharma et al. (2022), Sharma et al. (2024), and Saputra and Kumar (2025).
referenceLi, C., Chan, O., Chow, Y., Zhang, X., Tong, P., Li, S., et al. (2022) evaluated the effectiveness of digital content marketing under a mixed reality training platform on online purchase intention, published in Frontiers in Psychology.
measurementEmotional 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).
measurementHigher emotional commitment increases the contribution of digital content marketing to customer loyalty with a path coefficient of 0.165 (p < 0.001).
claimDigital 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.
claimThe 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.
claimThe 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.
referenceSawaftah, Aljarah, and Lahuerta-Otero (2021) studied the stimulation of brand defense through digital content marketing in the journal Sustainability.
measurementThe 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).
claimEmotional attachment and emotional commitment act as moderating variables in the relationship between digital content marketing and customer loyalty.
referenceEarlier investigations into digital content marketing, such as those by Rosário and Loureiro (2021) and Choudhry et al. (2022), predominantly emphasized behavioral and cognitive aspects like social interaction, purchase intention, and source credibility.
claimEmotional constructs significantly affect customer decision-making in digital content marketing contexts.
measurementThe 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.
claimDigital content marketing plays a key role in improving customer loyalty.
claimThe study identifies emotional attachment and commitment as two significant psychological factors in the interaction between customer loyalty and digital content marketing.
referenceLi et al. (2022) evaluated the effectiveness of digital content marketing under a mixed reality training platform on online purchase intention.
measurementA 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).
claimEmotional attachment and emotional commitment moderate the relationship between digital content marketing and customer loyalty.
measurementEmotional attachment enhances the positive impact of digital content marketing on customer loyalty with a path coefficient of 0.148 (p < 0.01).
measurementThe 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.
measurementThe 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.
measurementThe construct 'Digital content marketing' demonstrated an internal consistency (Cronbach’s alpha) of 0.842, reliability (rho_a) of 0.842, reliability (rho_c) of 0.884, and convergent validity (AVE) of 0.559.
claimConsumers 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).