THE ROLE OF BRAND CONSISTENCY AND DEAL VALUE IN DRIVING BRAND ADVOCACY THROUGH CUSTOMER SATISFACTION IN TWIN DATE SOCIAL COMMERCE PROMOTIONS

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Bibliographic Details
Main Authors:	Ngadiman, Hengky Ariyanto, Prihandoko, Danang, Triana, Ika
Format:	Recurso digital
Published:	Zenodo 2025
Subjects:	Brand Consistency, Deal Value, Customer Satisfaction, Brand Advocacy, Social Commerce, Twin Date Promotion.
Online Access:	Acceder al recurso
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author	Ngadiman, Hengky Ariyanto Prihandoko, Danang Triana, Ika
author_facet	Ngadiman, Hengky Ariyanto Prihandoko, Danang Triana, Ika
contents	<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>
format	Recurso digital
id	zenodo_https___doi_org_10_5281_zenodo_15725834
institution	Zenodo
language
publishDate	2025
publisher	Zenodo
record_format	zenodo
spellingShingle	THE ROLE OF BRAND CONSISTENCY AND DEAL VALUE IN DRIVING BRAND ADVOCACY THROUGH CUSTOMER SATISFACTION IN TWIN DATE SOCIAL COMMERCE PROMOTIONS Ngadiman, Hengky Ariyanto Prihandoko, Danang Triana, Ika Brand Consistency, Deal Value, Customer Satisfaction, Brand Advocacy, Social Commerce, Twin Date Promotion. <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>
title	THE ROLE OF BRAND CONSISTENCY AND DEAL VALUE IN DRIVING BRAND ADVOCACY THROUGH CUSTOMER SATISFACTION IN TWIN DATE SOCIAL COMMERCE PROMOTIONS
topic	Brand Consistency, Deal Value, Customer Satisfaction, Brand Advocacy, Social Commerce, Twin Date Promotion.
url	https://doi.org/10.5281/zenodo.15725834