concept

emotional commitment

Facts (12)

Sources

The psychological mechanisms through which digital content ... frontiersin.org Frontiers Nov 12, 2025 12 facts

measurementThe construct 'Emotional commitment' demonstrated an internal consistency (Cronbach’s alpha) of 0.882, reliability (rho_a) of 0.884, reliability (rho_c) of 0.914, and convergent validity (AVE) of 0.679.

claimThe study included only emotional attachment and emotional commitment as moderating variables, while other potential emotion-based factors influencing customer loyalty were not examined.

claimEmotionally committed customers often view themselves as stakeholders or supporters of a brand, which encourages repeated product purchases, according to Zhou and He (2020).

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).

claimEmotional attachment and emotional commitment act as moderating variables in the relationship between digital content marketing and customer loyalty.

procedureThe study evaluated the moderating impacts of emotional attachment and emotional commitment using a multi-group analysis (MGA) with 5,000 resamples, grouping constructs into high- versus low-level categories.

claimThe study identifies emotional attachment and commitment as two significant psychological factors in the interaction between customer loyalty and digital content marketing.

claimThe research article 'The psychological mechanisms through which digital content marketing by online influencers affects customer loyalty: evidence from multiple countries' focuses on the keywords digital marketing, customer loyalty, emotional attachment, emotional commitment, and quantitative research.

claimInteraction with online influencers creates a sense of belonging among consumers, which leads to emotional commitment to a brand, as noted by Hwang et al. (2021) and Bayram and Barut (2023).

measurementIn a study supported by Cheah et al. (2023), emotional commitment was found to have a significant moderation effect on consumer reactions to digital marketing (β = 0.165, p < 0.001).

claimEmotional attachment and emotional commitment moderate the relationship between digital content marketing and customer loyalty.