IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v17y2025i7p3270-d1629495.html
   My bibliography  Save this article

Sustaining Digital Marketing Strategies to Enhance Customer Engagement and Brand Promotion: Position as a Moderator

Author

Listed:
  • Marjan Kamyabi

    (School of Tourism and Hotel Management, Cyprus International University, 99258 Nicosia, Turkey)

  • Hale Özgit

    (School of Tourism and Hotel Management, Cyprus International University, 99258 Nicosia, Turkey)

  • Japheth Nuhu Ahmed

    (Institute of Graduate Studies and Research, Department of Business Administration, Cyprus International University, 99258 Nicosia, Turkey)

Abstract

Digital marketing strategies are vital for enhancing customer engagement, promoting brands, and ensuring sustainability. This study explores the influence of digital marketing on customer engagement and brand promotion within the dynamic tourism and hospitality industry while addressing a significant gap in incorporating employee position as a moderating variable. A quantitative research method was employed to collect data from 350 hotel employees in Tehran 4- and 5-star hotels. Partial Least Squares Structural Equation Modeling (PLS-SEM) was conducted to explore the moderator role. Key findings indicate that digital marketing strategies enhance customer engagement and positively influence brand promotion. Additionally, the moderating effect of employee position takes into account the differences among employees regarding service expectations and perceptions. Specifically, it highlights how the skills of managerial positions are better utilized when implementing digital strategies. This study supplements theoretical frameworks and practical applications and improves the strategic use of digital marketing in tourism and hospitality. The case study provides new insights for policymakers and hoteliers in the tourism and hotel industry.

Suggested Citation

  • Marjan Kamyabi & Hale Özgit & Japheth Nuhu Ahmed, 2025. "Sustaining Digital Marketing Strategies to Enhance Customer Engagement and Brand Promotion: Position as a Moderator," Sustainability, MDPI, vol. 17(7), pages 1-17, April.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:7:p:3270-:d:1629495
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/17/7/3270/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/17/7/3270/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Tat-Huei Cham & Jun-Hwa Cheah & Mumtaz Ali Memon & Kim-Shyan Fam & Józsa László, 2022. "Digitalization and its impact on contemporary marketing strategies and practices," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(2), pages 103-105, June.
    2. Gordon W. Cheung & Helena D. Cooper‑Thomas & Rebecca S. Lau & Linda C. Wang, 2024. "Correction to: Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations," Asia Pacific Journal of Management, Springer, vol. 41(2), pages 785-787, June.
    3. Katharina Maria Hofer, 2015. "International brand promotion standardization and performance," Management Research Review, Emerald Group Publishing Limited, vol. 38(7), pages 685-702, July.
    4. Hair, Joe F. & Howard, Matt C. & Nitzl, Christian, 2020. "Assessing measurement model quality in PLS-SEM using confirmatory composite analysis," Journal of Business Research, Elsevier, vol. 109(C), pages 101-110.
    5. Gordon W. Cheung & Helena D. Cooper-Thomas & Rebecca S. Lau & Linda C. Wang, 2024. "Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations," Asia Pacific Journal of Management, Springer, vol. 41(2), pages 745-783, June.
    6. Samer Faraj & Steven L. Johnson, 2011. "Network Exchange Patterns in Online Communities," Organization Science, INFORMS, vol. 22(6), pages 1464-1480, December.
    7. Sufyan Habib & Nawaf N. Hamadneh & Asif Hassan & Miaochao Chen, 2022. "The Relationship between Digital Marketing, Customer Engagement, and Purchase Intention via OTT Platforms," Journal of Mathematics, Hindawi, vol. 2022, pages 1-12, April.
    8. Katharina Maria Hofer, 2015. "International brand promotion standardization and performance," Management Research Review, Emerald Group Publishing Limited, vol. 38(7), pages 685-702, July.
    9. Melović, Boban & Jocović, Mijat & Dabić, Marina & Vulić, Tamara Backović & Dudic, Branislav, 2020. "The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro," Technology in Society, Elsevier, vol. 63(C).
    10. Katharina Maria Hofer, 2015. "International brand promotion standardization and performance," Management Research Review, Emerald Group Publishing Limited, vol. 38(7), pages 685-702, July.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Japheth Nuhu Ahmed & Ahmet Adalıer & Hale Özgit & Marjan Kamyabi, 2025. "Do Social Media Platforms Control the Sustainable Purchase Intentions of Younger People?," Sustainability, MDPI, vol. 17(12), pages 1-24, June.
    2. Alina Ioana Mitrache & Irina Severin & Raluca Purnichescu Purtan & Elena Lascu, 2025. "Integrating Customer Experience (CX) in Sustainable Product Life Cycle," Sustainability, MDPI, vol. 17(10), pages 1-27, May.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bing Fu & Suhaiza Zailani, 2025. "Factors Influencing Circular Carbon Economy Readiness Among Heavy Industries in China," Sustainability, MDPI, vol. 17(3), pages 1-30, January.
    2. Dimitrije Gasic & Vladimir Dzenopoljac & Mladen Cudanov & Jozsef Poor & Nemanja Berber, 2025. "The Role of Managerial Support in Influencing the Attitudes of Highly Educated Millennials in Serbia," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 27(70), pages 1152-1152, August.
    3. José Díaz-Montenegro & Raúl Minchala-Santander & Marco Faytong-Haro, 2025. "Risk Perception and Management Strategies Among Ecuadorian Cocoa Farmers: A Comprehensive Analysis of Attitudes and Decisions," Agriculture, MDPI, vol. 15(8), pages 1-25, April.
    4. Ifeanyi Mbukanma & Vikela Liso Sithole & Yiseyon Sunday Hosu, 2025. "Exploring the Factors Enhancing Marketability of Coastal Agricultural Products in Rural South Africa," Economies, MDPI, vol. 13(5), pages 1-16, May.
    5. repec:osf:socarx:69cdm_v1 is not listed on IDEAS
    6. Hilmi Birinci & Ismet Esenyel & Hayford Asare Obeng, 2025. "Sustainable Destination Management in Luxury Tourism: Balancing Economic Development and Environmental Responsibility," Sustainability, MDPI, vol. 17(15), pages 1-35, July.
    7. Javeria Younus Hamidani & Haider Ali, 2025. "Enterprise Architecture for Sustainable SME Resilience: Exploring Change Triggers, Adaptive Capabilities, and Financial Performance in Developing Economies," Sustainability, MDPI, vol. 17(15), pages 1-23, July.
    8. Wan Edura Wan Rashid & Norfadzilah Abdul Razak & Shamsul Bahrin Saihani, 2024. "Building the Future: Attitude, Knowledge, Digital Skills, and Adaptability in Student Learning," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(3s), pages 5755-5763, November.
    9. Abiodun Samuel Ajayi & Kolawole Olalekan Adebola & Babalola Raphael Adesunloro & Adenike Omowumi Oladipo & Ajagbe Grace, 2025. "Tax Audit and Revenue on Small and Medium-Scale Enterprises in Nigeria," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(6), pages 3514-3527, June.
    10. Aminjonova, Gulrukhsor & Khasanova, Dilfuzakhon, 2024. "How Perceived CSR Drives Customer Value Co-Creation in E-Commerce: Examining the Moderating Effect of Gender and the Mediating Effect of Satisfaction," SocArXiv 69cdm, Center for Open Science.
    11. Meng Qi & Zulhamri Abdullah & Saiful Nujaimi Abdul Rahman, 2024. "Navigating the Digital Landscape: Evaluating the Impacts of Digital IMC on Building and Maintaining Destination Brand Equity," Sustainability, MDPI, vol. 16(20), pages 1-19, October.
    12. Stanislav Avsec & Magdalena Jagiełło-Kowalczyk & Agnieszka Żabicka & Joanna Gil-Mastalerczyk & Agata Gawlak, 2024. "Human-Centered Systems Thinking in Technology-Enhanced Sustainable and Inclusive Architectural Design," Sustainability, MDPI, vol. 16(22), pages 1-45, November.
    13. Domingos Martinho & João Farinha & Vasco Ribeiro, 2025. "The Impact of Customer Relationship Management Systems on Business Performance of Portuguese SMEs," Sustainability, MDPI, vol. 17(12), pages 1-19, June.
    14. Gasto Jerome Lyakurwa & Mercy Chepkemoi Chepkwony & Edwin Sabuhoro, 2025. "Community Perceptions on Conservation, Livelihood Vulnerability and Quality of Life Around Tanzania’s Kilimanjaro National Park," Land, MDPI, vol. 14(2), pages 1-23, February.
    15. Mehmet Ozan Karahan & Fatih Åžahin, 2025. "The Influence of Atmospheric Cues on Impulsive Buying Behavior: Exploring the Roles of Utilitarian and Hedonic Browsing," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 37(1), pages 73-194.
    16. Saima Hussain & Rizwan Raheem Ahmed & Dalia Streimikiene & Faheem Bukhari & Justas Streimikis, 2025. "Metaverse Marketing: A Business-To-Business Analysis of Brand Strategies and Generation Z Engagement in the Sports Industry," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 27(70), pages 1091-1091, August.
    17. Henry Inegbedion & Chinenye-Sylvia Okoye-uzu, 2024. "Tax audit on tax revenue of SMEs in Nigeria," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-10, December.
    18. Manuela Silva & Rosa Isabel Rodrigues, 2025. "Training and Job Satisfaction in Portugal’s Public Sector: A Sequential Mediation Model Based on Competency Acquisition, Performance Appraisal, and Career Progression," Administrative Sciences, MDPI, vol. 15(5), pages 1-17, May.
    19. Waleed Mansi Alshammari & Dhakir Abbas Ali, 2024. "Strategic Flexibility and Employee Creativity: A Moderating Role of Leader’s Education," Journal of Economics and Behavioral Studies, AMH International, vol. 16(3), pages 40-52.
    20. Carol-Anne Gauthier & Tyler Pacheco & Élisabeth Proteau & Émilie Auger & Simon Coulombe, 2025. "Self-Management at Work’s Moderating Effect on the Relations Between Psychosocial Work Factors and Well-Being," IJERPH, MDPI, vol. 22(7), pages 1-25, July.
    21. Suchart Tripopsakul, 2024. "The Moderating Roles of Environmental Awareness and Product Knowledge on the Impact of Marketing Mix Elements on Purchase Intention," International Review of Management and Marketing, Econjournals, vol. 14(6), pages 61-69, October.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:17:y:2025:i:7:p:3270-:d:1629495. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.