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

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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)

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.

Suggested Citation

  • Orhan Uludag & Berislav Andrlić & David Omoruyi, 2024. "The Role of Green Consumer Brand Engagement in Shaping Brand Loyalty Through Digital Marketing in the Hotel Industry," Sustainability, MDPI, vol. 16(23), pages 1-19, November.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:23:p:10410-:d:1531403
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    References listed on IDEAS

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