From Clicks to Commitment: Exploring the Role of Digital Content Marketing in Fostering Customer–Brand Engagement and Brand Loyalty
Published online on December 03, 2025
Abstract
Global Business Review, Ahead of Print.
This study attempts to enrich the digital content marketing (DCM) literature by empirically investigating the impact of DCM on customer–brand engagement (CBE) in the context of beauty brands. Moreover, it assesses whether CBE influences brand loyalty (BL) ...
This study attempts to enrich the digital content marketing (DCM) literature by empirically investigating the impact of DCM on customer–brand engagement (CBE) in the context of beauty brands. Moreover, it assesses whether CBE influences brand loyalty (BL) ...