The Effect Of Digital Marketing On Brand Loyalty With The Required Intermediary Role Of The Product (Case Study: Manizan Dairy Products Company, Kermanshah)

Subject Areas : business management

seyed reza  mousavi fard ¹ (Business Management Department, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran)
seyed reza  hasani ² (Business Management Department, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran)

Received: 2021-10-07 Accepted : 2022-01-13 Published : 2022-09-23

Keywords: brand loyalty, dairy products, Product innovation, Digital Marketing,

Abstract :

AbstractThe purpose of this study is to investigate the effect of digital marketing on brand loyalty with the mediating role of product innovation. This research is applied in terms of purpose and descriptive-survey nature in terms of causal type. The method of collecting library information and the required tools is taking notes. The statistical population of the study includes the customers of Manizan Dairy Products Company in Kermanshah. Simple random sampling method and sample size using Cochran's formula is 384 people. The method of data collection is field and the required tools are the use of standard questionnaires of digital marketing (researcher-made), brand loyalty of Crystalis and Chrischo (2013) and product innovation of Paladino (2008). The method of data analysis is descriptive statistics using SPSS26 software. AMOS 24 software was also used to model structural equations. The findings show that digital marketing explains 54% of product innovation changes. Digital marketing also predicts 56% changes in brand loyalty. Finally, product innovation explains 30% of changes in brand loyalty. The results showed that digital marketing is effective on brand loyalty with the mediating role of product innovation with a coefficient of 3.47 of the Sobel test (T-