The Influences of Content Marketing and Influencer Marketing on Brand Loyalty: The Mediating Roles of Brand Self-Expressiveness & Brand Jealousy: Case Study of Apple Brand
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Abstract
This research article aims to study the direct and indirect influence of the following groups of variables, Content Marketing, Influencer Marketing, Brand Self-Expressiveness, Brand Jealousy, and Brand Loyalty. It is quantitative research. Select the cluster sampling method by collecting data from Thai consumers who use the Apple brand and use the internet Digital media and social networks in everyday life, who had experience with information presented by Apple and from 460 influential thinkers in the IT field, Tools using online questionnaires and statistics used to analyze the data Descriptive statistics and structural equation analysis.
Findings are as follows: (1) Brand Self-Expressiveness is influenced by Content Marketing (TE = 0.534) and Influencer Marketing (TE = 0.290) respectively. The predictive power of this equation is 57.70%. (2) Brand Jealousy is influenced by Brand Self-Expressiveness (TE = 0.608), Content Marketing (TE = 0.325) and Influencer Marketing (TE = 0.176) respectively. The predictive power of the equation is 37.00%.(3) Brand Loyalty is influenced by Brand Self-Expressiveness (TE = 0.768), Content Marketing (TE = 0.453), Brand Jealousy (TE = 0.319), and Influencer Marketing (TE = 0.201) respectively. The Predictive power of this equation is 68.80%.
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Academic articles, research articles, and book reviews in the Ph.D. in Social Sciences Journal are author’s opinions, and not the publisher’s, and is not the responsibility of the Ph.D. in Social Sciences Journal Philosophy Association, Ramkhamhaeng University. (In the case that research is done on human, the researcher has to be trained in Ethics for Doing Research on Human Training and has to produce the evidence of the training).
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