Ma, Hongru (2025) The Effect Of Content Marketing And Virtual Brand Community On Brand Loyalty Of China’S Insurgent Brands. PhD thesis, Perpustakaan Hamzah Sendut.
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Abstract
In current era of china’s evolving consumption landscape, characterized by consumption upgrade, policy support, the emergence of new leading consumer demographics and their emerging consumer demands, insurgent brands stand at the nexus of significant development opportunities. However, the myriad challenges confronting these insurgent brands necessitate a nuanced investigation of brand loyalty. Grounded in stimulus-organism-response theory, uses and gratifications theory, and psychological ownership theory, this study advances a novel model to scrutinize the relationships among social media content marketing (comprising information, entertainment, social interaction, and self-expression), virtual brand community (individual psychological ownership and collective psychological ownership), customer engagement, perceived brand authenticity, and brand loyalty. By employing purposive sampling, 377 completed questionnaires were collected and subjected to analysis using ibm spss 27 and smartpls 3 software. The empirical findings underscore that information, entertainment, social interaction, and self-expression of content marketing, along with individual and collective psychological ownership within virtual brand community, exhibit positive relationships with customer engagement. Furthermore, customer engagement is found to have a positive impact on brand loyalty. Notably, customer engagement assumes a mediating role in the interplay between these factors, elucidating the dynamic processes leading to brand loyalty.
| Item Type: | Thesis (PhD) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management |
| Divisions: | Pusat Pengajian Pengurusan (School of Management) > Thesis |
| Depositing User: | Mr Hasmizar Mansor |
| Date Deposited: | 04 May 2026 02:59 |
| Last Modified: | 04 May 2026 02:59 |
| URI: | http://eprints.usm.my/id/eprint/64045 |
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