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Optimizing Brand Loyalty: The Effectiveness of Influencer Marketing and Digital Content Campaigns Mediated By Consumer Trust

This study explores how influencer marketing and digital content campaigns affect brand loyalty, with consumer trust acting as a mediator, within Polewali Mandar Regency. Using a quantitative approach and Structural Equation Modeling (SEM), data were gathered from 100 local consumers who interacted...

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Principais autores: Muhammad Aldi, Whisnu Adisaputra
Formato: Artigo
Idioma:Inglês
Publicado em: Universitas Teknologi Akba Makassar, Lembaga Penelitian dan Pengabdian Masyarakat 2024-06-01
Colecção:Inspiration
Assuntos:
influencer marketing
digital content campaigns
brand loyalty
consumer trust
digital marketing strategies
Acesso em linha:https://ojs.unitama.ac.id/index.php/inspiration/article/view/80
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