International records / OpenAlex research

Digital Marketing and Customer Loyalty: The Mediating Role of Brand Experience

This study investigates the effect of digital marketing on customer loyalty, with emphasis on the mediating role of brand experience in South-East Nigeria. Despite the growing adoption of digital marketing, its ability to generate sustained customer loyalty remains uncertain. Grounded in the Stimulus–Organism–Response (S-O-R) framework, the study proposes that brand experience serves as a key mechanism linking digital marketing efforts to customer loyalty. A quantitative cross-sectional survey was conducted using 385 respondents who actively engage with digital platforms. Data were analyzed us…