Connecting the dots between marketing, information, and customer experience and its impact on brand loyalty in the fashion industry

Abstract

Connecting the dots is the connection between many different fields to optimize work efficiency, and create new ideas and directions. Specifically, in this project, we wanted to find out how areas such as content marketing, information, and customer experience would impact driving brand loyalty in the fashion industry. Fashion is an indispensable industry in this day and age. Nowadays, people have too many choices, the tastes of these items have become even more diverse, leading to many differences in the user's experience and information. The presence of brands on social networking sites is boosting competition and giving customers more ways to interact with goods and services. Consequently, giving customers positive experiences is becoming more and more crucial. The "Theory of Consumption Value," as used in this research paper, offers insights into the intersection of marketing, information, and customer experience and how to boost brand loyalty in social media websites. More than 300 users of a well-known social networking site who follow brand pages participated in a large-scale poll. Hence, the research shows that while consumer involvement is favorably correlated with numerous criteria, emotional value has a great influence on it. Based on the target study, we have collected data by two methods, which are qualitative and quantitative methods. In more detail, the calculation method was done through online problems and using Netnography, the quantitative method was done by performing data information through Google form and measuring by Smart Pls4. The data included in the analysis have all passed the selection stage of the amphoteric filtering technique and the source is clearly cited. The qualitative approach leads us to conclude that social media platforms offer cognitive, emotional, and informative value to consumers through digital content marketing, with emotional and informative value having a significant impact on brand loyalty when combined with customer experience. The quantitative approach suggests that social media provides informational and informative value, but not emotional value, and that emotional and cognitive value contribute to a positive customer experience. However, information value does not affect customer experience or brand loyalty. Future research could focus on exploring the value of information from social media platforms.