Shranjeno v:
| Main Authors: | , , |
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| Format: | Recurso digital |
| Jezik: | |
| Izdano: |
Zenodo
2025
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| Teme: | |
| Online dostop: | https://doi.org/10.5281/zenodo.15725834 |
| Oznake: |
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Kazalo:
- <p><span lang="EN-US">This research explores the impact of brand consistency and perceived deal value on brand advocacy, with customer satisfaction serving as a mediating variable, specifically within the setting of twin-date social commerce promotions. Employing a quantitative methodology, data were gathered from 418 users of social commerce platforms via an online questionnaire. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that both brand consistency and perceived deal value significantly contribute to enhancing customer satisfaction. Additionally, satisfaction exerts a strong positive<span> </span>effect<span> </span>on brand<span> </span>advocacy and acts as a full mediator in the relationship between deal value and advocacy. These insights underscore the necessity of designing emotionally fulfilling promotional campaigns to build customer loyalty and encourage advocacy behavior.</span></p>