نوع مقاله : مقاله پژوهشی
کارشناسی ارشد مدیریت بازرگانی- کارآفرینی دانشگاه آزاد اسلامی کرمانشاه، ایران
عنوان مقاله [English]
The purpose of this study is to investigate the effect of digital marketing on brand loyalty with the mediating role of product innovation. This research is applied in terms of purpose and descriptive-survey nature in terms of causal type. The method of collecting library information and the required tools is taking notes. The statistical population of the study includes the customers of Manizan Dairy Products Company in Kermanshah. Simple random sampling method and sample size using Cochran's formula is 384 people. The method of data collection is field and the required tools are the use of questionnaires of digital marketing (researcher-made), brand loyalty of Krystalli & Chrysochou (2013) and product innovation of Paladino (2008). The method of data analysis is descriptive statistics using SPSS26 software. AMOS 24 software was also used to model structural equations. The findings show that digital marketing explains 56% of product innovation changes. Digital marketing also predicts 53% changes in brand loyalty. Finally, product innovation explains 34% of changes in brand loyalty. The results showed that digital marketing is effective on brand loyalty with the mediating role of product innovation with a coefficient of 3.47 of the Sobel test (T-statistic).