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The Importance of Digital Marketing in Building Brand Loyalty

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Digitalisation: Opportunities and Challenges for Business (ICBT 2022)

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 621))

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Abstract

Digital marketing is a module of marketing that is used to promote an organisation’s products and services through the use of the internet and digital technologies. Brand loyalty is a positive feeling of consumers that dedicates them to purchase specific products or services. This study aims to identify the importance of digital marketing in building brand loyalty in the digital era. The results of this study indicate that building brand loyalty depends primarily on trust. The decision of customers to purchase a product may be made consciously or unconsciously, as it arises from an emotional engagement between consumers and the brand, based on their confidence that the brand will meet their needs. The results also reveal the importance of the customer’s perception of the quality and value of a particular product compared to its competitors. This adds a competitive advantage to a particular brand, which is a set of consumer feelings and feelings about the benefit and quality of a particular product.

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Author information

Authors and Affiliations

  1. Ahlia University, Manama, Kingdom of Bahrain

    Abdulsadek Hassan

  2. Jeddah College of Engineering, University of Business and Technology, Jeddah, 21448, Saudi Arabia

    Siraj Zahran

Authors
  1. Abdulsadek Hassan
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  2. Siraj Zahran
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Corresponding author

Correspondence to Abdulsadek Hassan .

Editor information

Editors and Affiliations

  1. Northern Cyprus Campus, Middle East Technical University, Kalkanlı, Türkiye

    Bahaaeddin Alareeni

  2. College of Business and Finance, Ahlia University, Manama, Bahrain

    Allam Hamdan

  3. University College of Bahrain, Manama, Bahrain

    Reem Khamis

  4. Lebanese American University, Beirut, Lebanon

    Rim El Khoury

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Hassan, A., Zahran, S. (2023). The Importance of Digital Marketing in Building Brand Loyalty. In: Alareeni, B., Hamdan, A., Khamis, R., Khoury, R.E. (eds) Digitalisation: Opportunities and Challenges for Business. ICBT 2022. Lecture Notes in Networks and Systems, vol 621. Springer, Cham. https://doi.org/10.1007/978-3-031-26956-1_14

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  • DOI: https://doi.org/10.1007/978-3-031-26956-1_14

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-26955-4

  • Online ISBN: 978-3-031-26956-1

  • eBook Packages: EngineeringEngineering (R0)

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