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The Role of Green Consumer Brand Engagement in Shaping Brand Loyalty Through Digital Marketing in the Hotel Industry

Orhan Uludag (o.uludag@centralasian.uz), Berislav Andrlić and David Omoruyi
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Orhan Uludag: The Hospitality Management and Tourism School, Central Asian University, Tashkent 111221, Uzbekistan
Berislav Andrlić: Faculty of Tourism and Rural Development Pozega, Josip Juraj Strossmayer University Osijek, 31000 Osijek, Croatia
David Omoruyi: School of Tourism and Hotel Management, Cyprus International University, Nicosia 99258, Turkey

Sustainability, 2024, vol. 16, issue 23, 1-19

Abstract: This study examines how digital marketing characteristics—namely interactivity, ubiquity, and credibility—affect green consumer brand engagement and loyalty in Nigeria’s five-star hotel industry. This study advances relationship marketing and social exchange theory by demonstrating how interactivity, ubiquity, and credibility in digital marketing foster green consumer brand engagement, ultimately boosting brand loyalty. The analysis, based on responses from 304 hotel guests, reveals a strong positive relationship between each digital marketing element and green consumer brand engagement, which subsequently enhances brand loyalty. Our findings demonstrate that green consumer brand engagement serves as a mediator between digital marketing characteristics and brand loyalty, emphasizing that engagement with environmental values plays a crucial role in fostering loyalty in the luxury hotel sector. These insights inform digital marketing strategies aimed at maximizing sustainable consumer engagement, providing a foundation for loyalty-driven practices within hospitality.

Keywords: green consumer brand engagement; digital marketing; hotel industry; loyalty; Nigeria (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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