The Influence of Digital Marketing Strategies on Brand Loyalty: A Cross-Cultural Study Using A/B Testing

Susilo Adi; Rachmat Setyawan; Tantik Sumarlin

doi:10.51903/jmi.v3i3.51

Authors

Susilo Adi Fakultas Studi Akademik, Universitas Sains dan Teknologi Komputer, Semarang City, Indonesia, 50192
Rachmat Setyawan Fakultas Studi Akademik, Universitas Sains dan Teknologi Komputer, Semarang, Indonesia, 50192 https://orcid.org/0009-0008-9211-5775
Tantik Sumarlin Fakultas Studi Akademik, Universitas Sains dan Teknologi Komputer, Semarang, Indonesia, 50192 https://orcid.org/0009-0009-2372-0450

DOI:

https://doi.org/10.51903/jmi.v3i3.51

Keywords:

Digital Marketing, Brand Loyalty, Personalization, Cultural Dimensions, A/B Testing

Abstract

This study examines the effect of personalization-based digital marketing strategies on brand loyalty within cross-cultural contexts, employing A/B testing and multivariate analysis methods. The research is motivated by the critical role of digital marketing in fostering consumer relationships and the challenges of understanding cultural differences that influence consumer responses to marketing strategies. The primary objective of the study is to analyze how cultural dimensions moderate the effectiveness of personalized marketing content in enhancing brand loyalty. The study was conducted through an experiment involving 200 participants divided into two groups: one group received personalized digital content, while the other received standard content. Multivariate Analysis of Variance (MANOVA) was used to evaluate the effects of culture and marketing strategies on brand loyalty, consumer satisfaction, and product recommendations. The results indicate that personalized content significantly increases brand loyalty (M = 4.5, SD = 0.8) compared to standard content (M = 3.8, SD = 1.0; p < 0.05). Additionally, consumers from collectivist cultures demonstrated a more positive response to personalized content, with higher brand loyalty scores (M = 4.6) compared to those from individualist cultures (M = 4.0). This study underscores the importance of cultural sensitivity in digital marketing strategy planning. Integrating personalization elements with an understanding of cultural contexts has been shown to enhance consumer engagement and foster stronger brand loyalty. These results provide both empirical contributions and practical guidance for companies in designing effective marketing campaigns for diverse global markets.

References

Abell, A., & Biswas, D. (2023). Digital Engagement on Social Media: How Food Image Content Influences Social Media and Influencer Marketing Outcomes. Journal of Interactive Marketing, 58(1), 1–15. https://doi.org/10.1177/10949968221128556

Ampadu, S., Jiang, Y., Debrah, E., Antwi, C. O., Amankwa, E., Gyamfi, S. A., & Amoako, R. (2022). Online Personalized Recommended Product Quality and E-Impulse Buying: A Conditional Mediation Analysis. Journal of Retailing and Consumer Services, 64, 102789. https://doi.org/10.1016/j.jretconser.2021.102789

Blut, M., Beatty, S. E., & Northington, W. M. (2022). Cultural Personal Values and Switching Costs Perceptions: Beyond Hofstede. Journal of Business Research, 150, 339–353. https://doi.org/10.1016/j.jbusres.2022.06.005

Boustani, N. M., & Chammaa, C. (2023). Youth Adoption of Innovative Digital Marketing and Cross-Cultural Disparities. Administrative Sciences, 13(6), 151. https://doi.org/10.3390/admsci13060151

Brandão, A., Ribeiro, B., & Gadekar, M. (2023). You Ruined Our Love Story, but I Just Cannot Hate You—A Moderation–Mediation Analysis of Past Experienced Brand Love and Brand Hate. International Journal of Consumer Studies, 47(3), 1126–1138. https://doi.org/10.1111/ijcs.12892

Cardoso, A., Gabriel, M., Figueiredo, J., Oliveira, I., Rêgo, R., Silva, R., Oliveira, M., & Meirinhos, G. (2022). Trust and Loyalty in Building the Brand Relationship with the Customer: Empirical Analysis in a Retail Chain in Northern Brazil. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 109. https://doi.org/10.3390/joitmc8030109

Dimitrios, B., Ioannis, R., Ntalakos, A., & Nikolaos, T. (2023). Digital Marketing: The Case of Digital Marketing Strategies on Luxurious Hotels. Procedia Computer Science, 219, 688–696. https://doi.org/10.1016/j.procs.2023.01.340

Forghani, E., Sheikh, R., Hosseini, S. M. H., & Sana, S. S. (2022). The Impact of Digital Marketing Strategies on Customer’s Buying Behavior in Online Shopping Using the Rough Set Theory. International Journal of System Assurance Engineering and Management, 13(2), 625–640. https://doi.org/10.1007/s13198-021-01315-4

Guan, C., Hung, Y. C., & Liu, W. (2022). Cultural Differences in Hospitality Service Evaluations: Mining Insights of User Generated Content. Electronic Markets, 32(3), 1061–1081. https://doi.org/10.1007/s12525-022-00545-z

Gündüzyeli, B. (2024). Artificial Intelligence in Digital Marketing Within the Framework of Sustainable Management. Sustainability, 16(23), 10511. https://doi.org/10.3390/su162310511

Homburg, C., & Wielgos, D. M. (2022). The Value Relevance of Digital Marketing Capabilities to Firm Performance. Journal of the Academy of Marketing Science, 50(4), 666–688. https://doi.org/10.1007/s11747-022-00858-7

Ibrahim, B. (2022). Social Media Marketing Activities and Brand Loyalty: A Meta-Analysis Examination. Journal of Promotion Management, 28(1), 60–90. https://doi.org/10.1080/10496491.2021.1955080

Kaur, R., Singh, R., Gehlot, A., Priyadarshi, N., & Twala, B. (2022). Marketing Strategies 4.0: Recent Trends and Technologies in Marketing. Sustainability, 14(24), 1–17. https://doi.org/10.3390/su142416356

Keke, M. E. (2022). The Use of Digital Marketing in Information Transport in Social Media: The Example of Turkish Companies. Transportation Research Procedia, 63, 2579–2588. https://doi.org/10.1016/j.trpro.2022.06.297

Kreicbergs, T., Ščeulovs, D., & Bernovskis, A. (2024). Brand and Masculinity Archetypes As An Innovative Research Approach for Analyzing Consumer Preferences on Masculinity in Advertising. Journal of Open Innovation: Technology, Market, and Complexity, 10(1), 100184. https://doi.org/10.1016/j.joitmc.2023.100184

Lambillotte, L., Magrofuoco, N., Poncin, I., & Vanderdonckt, J. (2022). Enhancing Playful Customer Experience with Personalization. Journal of Retailing and Consumer Services, 68, 103017. https://doi.org/10.1016/j.jretconser.2022.103017

Laor, T. (2022). My Social Network: Group Differences in Frequency of Use, Active Use, and Interactive Use on Facebook, Instagram and Twitter. Technology in Society, 68, 101922. https://doi.org/10.1016/j.techsoc.2022.101922

Leonidas, T., & Alexandra, T. (2024). Leveraging Big Data Analytics for Understanding Consumer Behavior in Digital Marketing: A Systematic Review. Human Behavior and Emerging Technologies, 2024(1), 3641502. https://doi.org/10.1155/2024/3641502

Liu, X. (2022). Animation Special Effects Production Method and Art Color Research Based on Visual Communication Design. Scientific Programming, 2022(1), 7835917. https://doi.org/10.1155/2022/7835917

Mangiò, F., Pedeliento, G., Andreini, D., & Zarantonello, L. (2023). How Persuasive is Woke Brand Communication on Social Media? Evidence from a Consumer Engagement Analysis on Facebook. Journal of Brand Management, 31(4), 345–381. https://doi.org/10.1057/s41262-023-00347-4

Masrianto, A., Hartoyo, H., Hubeis, A. V. S., & Hasanah, N. (2022). Digital Marketing Utilization Index for Evaluating and Improving Company Digital Marketing Capability. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 153. https://doi.org/10.3390/joitmc8030153

Mende, M., Scott, M. L., Ubal, V. O., Hassler, C. M. K., Harmeling, C. M., & Palmatier, R. W. (2023). Personalized Communication as a Platform for Service Inclusion? Initial Insights Into Interpersonal and AI-Based Personalization for Stigmatized Consumers. Journal of Service Research, 27(1), 28–48. https://doi.org/10.1177/10946705231188676

Rashidi-Sabet, S., & Bolton, D. E. (2024). Commitment-Trust Theory in Social Media Interactions: Implications for Firms. Journal of Marketing Management, 40(13), 1–36. https://doi.org/10.1080/0267257x.2024.2434143

Riegger, A. S., Merfeld, K., Klein, J. F., & Henkel, S. (2022). Technology-Enabled Personalization: Impact of Smart Technology Choice on Consumer Shopping Behavior. Technological Forecasting and Social Change, 181, 121752. https://doi.org/10.1016/j.techfore.2022.121752

Sahi, G. K., Devi, R., Gupta, M. C., & Cheng, T. C. E. (2022). Assessing Co-Creation Based Competitive Advantage Through Consumers’ Need for Differentiation. Journal of Retailing and Consumer Services, 66, 102911. https://doi.org/10.1016/j.jretconser.2022.102911

Santos, Z. R., Cheung, C., Coelho, P. S., & Rita, P. (2022). Consumer Engagement in Social Media Brand Communities: A Literature Review. International Journal of Information Management, 63, 102457. https://doi.org/10.1016/j.ijinfomgt.2021.102457

Sarkis, N., Jabbour Al Maalouf, N., & El Lakiss, R. (2024). Examining Influencer Marketing: The Roles of Para-Social Relationships, Unpaid Collaborations, and Trustworthiness in Shaping Consumer Buying Behavior. Cogent Business and Management, 11(1), 2419501. https://doi.org/10.1080/23311975.2024.2419501

Singh, V., Nanavati, B., Kar, A. K., & Gupta, A. (2023). How to Maximize Clicks for Display Advertisement in Digital Marketing? A Reinforcement Learning Approach. Information Systems Frontiers, 25(4), 1621–1638. https://doi.org/10.1007/s10796-022-10314-0

Sykora, M., Elayan, S., Hodgkinson, I. R., Jackson, T. W., & West, A. (2022). The Power of Emotions: Leveraging User Generated Content for Customer Experience Management. Journal of Business Research, 144, 997–1006. https://doi.org/10.1016/j.jbusres.2022.02.048

Tran, L. A. P., & Chang, T. Y. (2024). What Makes Customers Loyal to an Online Booking Brand? The Effects of Online Brand Experience and Brand Attachment. Journal of Quality Assurance in Hospitality & Tourism, 25(2), 187–214. https://doi.org/10.1080/1528008X.2022.2109239

Wu, J. J. W., Mazzuchi, T. A., & Sarkani, S. (2023). Comparison of Multi-Criteria Decision-Making Methods for Online Controlled Experiments in a Launch Decision-Making Framework. Information and Software Technology, 155, 107115. https://doi.org/10.1016/j.infsof.2022.107115

Xu, X., & Hu, Z. (2022). Effect of Introducing Virtual Community and Community Group Buying on Customer’s Perceived Value and Loyalty Behavior: A Convenience Store-Based Perspective. Frontiers in Psychology, 13, 1–22. https://doi.org/10.3389/fpsyg.2022.989463

Xuan, Q. T., Truong, H. T. H., & Quang, T. V. (2023). The Impacts of Omnichannel Retailing Properties on Customer Experience and Brand Loyalty: A Study in the Banking Sector. Cogent Business and Management, 10(2), 2244765. https://doi.org/10.1080/23311975.2023.2244765

Yum, K., & Kim, J. (2024). The Influence of Perceived Value, Customer Satisfaction, and Trust on Loyalty in Entertainment Platforms. Applied Sciences, 14(13), 5763. https://doi.org/10.3390/app14135763

Zhang, J., & Liu-Thompkins, Y. (2024). Personalized Email Marketing in Loyalty Programs: The Role of Multidimensional Construal Levels. Journal of the Academy of Marketing Science, 52(1), 196–216. https://doi.org/10.1007/s11747-023-00927-5

The Influence of Digital Marketing Strategies on Brand Loyalty: A Cross-Cultural Study Using A/B Testing

Authors

DOI:

Keywords:

Abstract

References

Downloads

Published

Issue

Section

License