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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

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Uludag, O., Andrlić, B. i 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, br. 23, 2024. https://doi.org/10.3390/su162310410

Uludag, Orhan, Berislav Andrlić i David Omoruyi. "The Role of Green Consumer Brand Engagement in Shaping Brand Loyalty Through Digital Marketing in the Hotel Industry." Sustainability 16, br. 23 (2024). https://doi.org/10.3390/su162310410

Uludag, O., Andrlić, B. i 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]. 27.11.2024. [pristupljeno 23.12.2024.];16(23). doi: 10.3390/su162310410

O. Uludag, B. Andrlić i D. Omoruyi, "The Role of Green Consumer Brand Engagement in Shaping Brand Loyalty Through Digital Marketing in the Hotel Industry", Sustainability, vol. 16, br. 23, Studeni 2024. [Online]. Dostupno na: https://urn.nsk.hr/urn:nbn:hr:277:687339. [Citirano: 23.12.2024.]

Za citiranje koristite ovu mrežnu adresu: https://urn.nsk.hr/urn:nbn:hr:277:687339
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Podaci o radu
Naslov (engleski)The Role of Green Consumer Brand Engagement in Shaping Brand Loyalty Through Digital Marketing in the Hotel Industry
AutorOrhan Uludag
AutorBerislav Andrlić
AutorDavid Omoruyi
Autorova ustanovaSveučilište Josipa Jurja Strossmayera u Osijeku
Fakultet turizma i ruralnog razvoja u Požegi
Znanstveno / umjetničko
područje, polje i grana		DRUŠTVENE ZNANOSTI
Ekonomija
Sažetak (engleski)
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.
Ključne riječi (engleski)
Jezikengleski
Vrsta publikacijeZnanstveni rad - Izvorni znanstveni rad
Status objaveObjavljen
Vrsta recenzijeRecenziran - međunarodna recenzija
Verzija publikacijeObjavljena verzija rada (izdavačev PDF)
Naslov časopisaSustainability
Brojčani podacivol. 16, br. 23, 10410
e-ISSN2071-1050
DOIhttps://doi.org/10.3390/su162310410
URN:NBNurn:nbn:hr:277:687339
Datum objave publikacije2024-11-27
URL dokumentahttps://www.mdpi.com/2071-1050/16/23/10410
Vrsta resursaTekst
Prava pristupaOtvoreni pristup
Uvjeti korištenjaIkona licence Imenovanje 4.0 međunarodna (CC BY 4.0)
Datum i vrijeme pohrane2024-12-02 06:49:51