prikaz prve stranice dokumenta The Role of Green Consumer Brand Engagement in Shaping Brand Loyalty Through Digital Marketing in the Hotel Industry
  Download
PDF 492.88 KB
Scientific paper - Original scientific paper
The Role of Green Consumer Brand Engagement in Shaping Brand Loyalty Through Digital Marketing in the Hotel Industry
Sustainability, 16 (2024), 23; 10410. https://doi.org/10.3390/su162310410
Uludag, Orhan; Andrlić, Berislav; Omoruyi, David

Cite this document

Uludag, O., Andrlić, B. & Omoruyi, D. (2024). The Role of Green Consumer Brand Engagement in Shaping Brand Loyalty Through Digital Marketing in the Hotel Industry. Sustainability, 16. (23). doi: 10.3390/su162310410

Uludag, Orhan, et al. "The Role of Green Consumer Brand Engagement in Shaping Brand Loyalty Through Digital Marketing in the Hotel Industry." Sustainability, vol. 16, no. 23, 2024. https://doi.org/10.3390/su162310410

Uludag, Orhan, Berislav Andrlić and David Omoruyi. "The Role of Green Consumer Brand Engagement in Shaping Brand Loyalty Through Digital Marketing in the Hotel Industry." Sustainability 16, no. 23 (2024). https://doi.org/10.3390/su162310410

Uludag, O., Andrlić, B. and Omoruyi, D. (2024) 'The Role of Green Consumer Brand Engagement in Shaping Brand Loyalty Through Digital Marketing in the Hotel Industry', Sustainability, 16(23). doi: 10.3390/su162310410

Uludag O, Andrlić B, Omoruyi D. The Role of Green Consumer Brand Engagement in Shaping Brand Loyalty Through Digital Marketing in the Hotel Industry. Sustainability [Internet]. 2024 November 27 [cited 2025 February 05];16(23). doi: 10.3390/su162310410

O. Uludag, B. Andrlić and D. Omoruyi, "The Role of Green Consumer Brand Engagement in Shaping Brand Loyalty Through Digital Marketing in the Hotel Industry", Sustainability, vol. 16, no. 23, November 2024. [Online]. Available at: https://urn.nsk.hr/urn:nbn:hr:277:687339. [Accessed: 05 February 2025]

Please login to the repository to save this object to your list.
Metadata
Title (english)The Role of Green Consumer Brand Engagement in Shaping Brand Loyalty Through Digital Marketing in the Hotel Industry
AuthorOrhan Uludag
AuthorBerislav Andrlić
AuthorDavid Omoruyi
Author's institutionJosip Juraj Strossmayer University of Osijek
Faculty of Tourism and Rural Development in Pozega
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract (english)
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 (english)
Languageenglish
Publication typeScientific paper - Original scientific paper
Publication statusPublished
Peer reviewPeer review - international
Publication versionPublished version
Journal titleSustainability
Numberingvol. 16, no. 23, 10410
e-ISSN2071-1050
DOIhttps://doi.org/10.3390/su162310410
URN:NBNurn:nbn:hr:277:687339
Publication2024-11-27
Document URLhttps://www.mdpi.com/2071-1050/16/23/10410
Type of resourceText
Access conditionsOpen access
Terms of useLicence Attribution 4.0 International (CC BY 4.0) icon
Created on2024-12-02 06:49:51