International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12
line decor
  
line decor

 Volume 11, Issue 6 (June 2024), Pages: 68-78

----------------------------------------------

 Review Paper

Exploring the factors influencing brand loyalty for the online food ordering sector in Vietnam

 Author(s): 

 Nguyen Thi Hong Nguyet *, Tran Van Dung

 Affiliation(s):

 Faculty t of Resources and Environmental Economics, Ho Chi Minh University of Natural Resources and Environment, Ho Chi Minh City, Vietnam

 Full text

  Full Text - PDF

 * Corresponding Author. 

  Corresponding author's ORCID profile: https://orcid.org/0000-0002-0446-6823

 Digital Object Identifier (DOI)

 https://doi.org/10.21833/ijaas.2024.06.008

 Abstract

This study aims to assess the impact of social media advertising and e-brand experiences. Specifically, it examines how e-brand satisfaction and trust, acting as mediator variables, influence e-brand loyalty among online food customers in Vietnam. The research uses a quantitative method, collecting data from 469 valid responses via a survey questionnaire. The collected data were analyzed using statistical tools such as Cronbach's alpha, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM) through SPSS and AMOS software. The results show that e-brand experience, satisfaction, and trust are essential for developing and sustaining long-term relationships. Consequently, managers should focus on integrated activities to enhance consumer experience and satisfaction.

 © 2024 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 E-brand experience, Social media advertising, E-brand loyalty, Online food ordering, Vietnam

 Article history

 Received 16 January 2024, Received in revised form 16 May 2024, Accepted 28 May 2024

 Acknowledgment 

No Acknowledgment.

 Compliance with ethical standards

 Ethical considerations

This study was conducted in accordance with the ethical standards of the institutional and national research committee and with the 1964 Helsinki Declaration and its later amendments or comparable ethical standards. Informed consent was obtained from all individual participants included in the study. Participation in the survey was voluntary, and respondents were assured of the confidentiality and anonymity of their responses.

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Nguyet NTH and Dung TV (2024). Exploring the factors influencing brand loyalty for the online food ordering sector in Vietnam. International Journal of Advanced and Applied Sciences, 11(6): 68-78

 Permanent Link to this page

 Figures

 Fig. 1 

 Tables

 Table 1 Table 2 Table 3 Table 4

----------------------------------------------   

 References (128)

  1. Abou-Shouk M and Soliman M (2021). The impact of gamification adoption intention on brand awareness and loyalty in tourism: The mediating effect of customer engagement. Journal of Destination Marketing and Management, 20: 100559. https://doi.org/10.1016/j.jdmm.2021.100559   [Google Scholar]
  2. Akoglu HE and Özbek O (2022). The effect of brand experiences on brand loyalty through perceived quality and brand trust: A study on sports consumers. Asia Pacific Journal of Marketing and Logistics, 34(10): 2130-2148. https://doi.org/10.1108/APJML-05-2021-0333   [Google Scholar]
  3. Alalwan AA, Rana NP, Dwivedi YK, and Algharabat R (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7): 1177-1190. https://doi.org/10.1016/j.tele.2017.05.008   [Google Scholar]
  4. Alloza A (2008). Brand engagement and brand experience at BBVA, the transformation of a 150 years old company. Corporate Reputation Review, 11: 371-379. https://doi.org/10.1057/crr.2008.31   [Google Scholar]
  5. Ambler T, Bhattacharya CB, Edell J, Keller KL, Lemon KN, and Mittal V (2002). Relating brand and customer perspectives on marketing management. Journal of Service Research, 5(1): 13-25. https://doi.org/10.1177/1094670502005001003   [Google Scholar]
  6. Anderson RE and Srinivasan SS (2003). E‐satisfaction and e‐loyalty: A contingency framework. Psychology and Marketing, 20(2): 123-138. https://doi.org/10.1002/mar.10063   [Google Scholar]
  7. Anselmsson J (2006). Sources of customer satisfaction with shopping malls: A comparative study of different customer segments. International Review of Retail, Distribution and Consumer Research, 16(1): 115-138. https://doi.org/10.1080/09593960500453641   [Google Scholar]
  8. Arya V, Sethi D, and Paul J (2019). Does digital footprint act as a digital asset?–Enhancing brand experience through remarketing. International Journal of Information Management, 49: 142-156. https://doi.org/10.1016/j.ijinfomgt.2019.03.013   [Google Scholar]
  9. Ashley C and Leonard HA (2009). Betrayed by the buzz? Covert content and consumer–brand relationships. Journal of Public Policy and Marketing, 28(2): 212-220. https://doi.org/10.1509/jppm.28.2.212   [Google Scholar]
  10. Baker DA and Crompton JL (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3): 785-804. https://doi.org/10.1016/S0160-7383(99)00108-5   [Google Scholar]
  11. Barreda AA, Bilgihan A, Nusair K, and Okumus F (2016). Online branding: Development of hotel branding through interactivity theory. Tourism Management, 57: 180-192. https://doi.org/10.1016/j.tourman.2016.06.007   [Google Scholar]
  12. Becker L and Jaakkola E (2020). Customer experience: Fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48: 630-648. https://doi.org/10.1007/s11747-019-00718-x   [Google Scholar]
  13. Berry LL, Seiders K, and Grewal D (2002). Understanding service convenience. Journal of Marketing, 66(3): 1-17. https://doi.org/10.1509/jmkg.66.3.1.18505   [Google Scholar]
  14. Brakus JJ, Schmitt BH, and Zarantonello L (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3): 52-68. https://doi.org/10.1509/jmkg.73.3.52   [Google Scholar]
  15. Carmichael D and Cleave D (2012). How effective is social media advertising? A study of Facebook social advertisements. In the International Conference for Internet Technology and Secured Transactions, IEEE, London, UK: 226-229.   [Google Scholar]
  16. Chaudhuri A (1999). Does brand loyalty mediate brand equity outcomes? Journal of Marketing Theory and Practice, 7(2): 136-146. https://doi.org/10.1080/10696679.1999.11501835   [Google Scholar]
  17. Chaudhuri A and Holbrook MB (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2): 81-93. https://doi.org/10.1509/jmkg.65.2.81.18255   [Google Scholar]
  18. Chen CF and Myagmarsuren O (2011). Brand equity, relationship quality, relationship value, and customer loyalty: Evidence from the telecommunications services. Total Quality Management and Business Excellence, 22(9): 957-974. https://doi.org/10.1080/14783363.2011.593872   [Google Scholar]
  19. Chen X and Qasim H (2021). Does e‐brand experience matter in the consumer market? Explaining the impact of social media marketing activities on consumer‐based brand equity and love. Journal of Consumer Behaviour, 20(5): 1065-1077. https://doi.org/10.1002/cb.1915   [Google Scholar]
  20. Cheung ML, Pires G, and Rosenberger PJ (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3): 695-720. https://doi.org/10.1108/APJML-04-2019-0262   [Google Scholar]
  21. Chu SC (2011). Viral advertising in social media: Participation in Facebook groups and responses among college-aged users. Journal of Interactive Advertising, 12(1): 30-43. https://doi.org/10.1080/15252019.2011.10722189   [Google Scholar]
  22. Constantinides E (2004). Influencing the online consumer's behavior: The Web experience. Internet Research, 14(2): 111-126. https://doi.org/10.1108/10662240410530835   [Google Scholar]
  23. Corstjens M and Lal R (2000). Building store loyalty through store brands. Journal of Marketing Research, 37(3): 281-291. https://doi.org/10.1509/jmkr.37.3.281.18781   [Google Scholar]
  24. Cyr D (2008). Modeling web site design across cultures: Relationships to trust, satisfaction, and e-loyalty. Journal of Management Information Systems, 24(4): 47-72. https://doi.org/10.2753/MIS0742-1222240402   [Google Scholar]
  25. Cyr D, Kindra GS, and Dash S (2008). Web site design, trust, satisfaction and e‐loyalty: The Indian experience. Online Information Review, 32(6): 773-790. https://doi.org/10.1108/14684520810923935   [Google Scholar]
  26. De Vries L, Gensler S, and Leeflang PS (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2): 83-91. https://doi.org/10.1016/j.intmar.2012.01.003   [Google Scholar]
  27. Delgado-Ballester E, Munuera-Aleman JL, and Yague-Guillen MJ (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1): 35-54. https://doi.org/10.1177/147078530304500103   [Google Scholar]
  28. Denizci Guillet B, Kucukusta D, and Liu L (2016). An examination of social media marketing in China: How do the top 133 hotel brands perform on the top four Chinese social media sites? Journal of Travel and Tourism Marketing, 33(6): 783-805. https://doi.org/10.1080/10548408.2015.1064337   [Google Scholar]
  29. Devesa M, Laguna M, and Palacios A (2010). The role of motivation in visitor satisfaction: Empirical evidence in rural tourism. Tourism Management, 31(4): 547-552. https://doi.org/10.1016/j.tourman.2009.06.006   [Google Scholar]
  30. Doney PM and Cannon JP (1997). An examination of the nature of trust in buyer–seller relationships. Journal of Marketing, 61(2): 35-51. https://doi.org/10.1177/002224299706100203   [Google Scholar]
  31. Duffett RG (2015). Facebook advertising’s influence on intention-to-purchase and purchase amongst millennials. Internet Research, 25(4): 498-526. https://doi.org/10.1108/IntR-01-2014-0020   [Google Scholar]
  32. Dwivedi YK, Wastell D, Laumer S, Henriksen HZ, Myers MD, Bunker D, Elbanna A, Ravishankar MN, and Srivastava SC (2015). Research on information systems failures and successes: Status update and future directions. Information Systems Frontiers, 17: 143-157. https://doi.org/10.1007/s10796-014-9500-y   [Google Scholar]
  33. Edwards KM, Turchik JA, Dardis CM, Reynolds N, and Gidycz CA (2011). Rape myths: History, individual and institutional-level presence, and implications for change. Sex Roles, 65: 761-773. https://doi.org/10.1007/s11199-011-9943-2   [Google Scholar]
  34. Erciş A, Ünal S, Candan FB, and Yıldırım H (2012). The effect of brand satisfaction, trust and brand commitment on loyalty and repurchase intentions. Procedia-Social and Behavioral Sciences, 58: 1395-1404. https://doi.org/10.1016/j.sbspro.2012.09.1124   [Google Scholar]
  35. Følstad A and Kvale K (2018). Customer journeys: A systematic literature review. Journal of Service Theory and Practice, 28(2): 196-227. https://doi.org/10.1108/JSTP-11-2014-0261   [Google Scholar]
  36. Fournier S (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4): 343-373. https://doi.org/10.1086/209515   [Google Scholar]
  37. Fullerton G (2005). The impact of brand commitment on loyalty to retail service brands. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 22(2): 97-110. https://doi.org/10.1111/j.1936-4490.2005.tb00712.x   [Google Scholar]
  38. Ganesan S (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2): 1-19. https://doi.org/10.1177/002224299405800201   [Google Scholar]
  39. Ha HY and Perks H (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour: An International Research Review, 4(6): 438-452. https://doi.org/10.1002/cb.29   [Google Scholar]
  40. Haeckel SH, Carbone LP, and Berry LL (2003). How to lead the customer experience. Marketing Management, 12(1): 18-23.   [Google Scholar]
  41. Hair JF, Black WC, Babin BJ, and Anderson RE (2010). Multivariate data analysis. Pearson, Harlow, UK.   [Google Scholar]
  42. Hair JF, Sarstedt M, Pieper TM, and Ringle CM (2012). The use of partial least squares structural equation modeling in strategic management research: A review of past practices and recommendations for future applications. Long Range Planning, 45(5-6): 320-340. https://doi.org/10.1016/j.lrp.2012.09.008   [Google Scholar]
  43. Hawkins K and Vel P (2013). Attitudinal loyalty, behavioural loyalty and social media: An introspection. The Marketing Review, 13(2): 125-141. https://doi.org/10.1362/146934713X13699019904605   [Google Scholar]
  44. Heinrichs AJ and Heinrichs BS (2011). A prospective study of calf factors affecting first-lactation and lifetime milk production and age of cows when removed from the herd. Journal of Dairy Science, 94(1): 336-341. https://doi.org/10.3168/jds.2010-3170   [Google Scholar] PMid:21183043
  45. Hoang TPT and Lam QL (2020). The factors affect consumer’s trust and continuous usage intention of food delivery mobile apps. HCMC Open University Journal of Science-Economics and Business Administration, 16(2): 99-116.   [Google Scholar]
  46. Horppu M, Kuivalainen O, Tarkiainen A, and Ellonen HK (2008). Online satisfaction, trust and loyalty, and the impact of the offline parent brand. Journal of Product and Brand Management, 17(6): 403-413. https://doi.org/10.1108/10610420810904149   [Google Scholar]
  47. Huang CC (2017). The impacts of brand experiences on brand loyalty: Mediators of brand love and trust. Management Decision, 55(5): 915-934. https://doi.org/10.1108/MD-10-2015-0465   [Google Scholar]
  48. Hutter K, Hautz J, Dennhardt S, and Füller J (2013). The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product and Brand Management, 22(5/6): 342-351. https://doi.org/10.1108/JPBM-05-2013-0299   [Google Scholar]
  49. Hwang J, Choe JYJ, Kim HM, and Kim JJ (2021). Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty? International Journal of Hospitality Management, 99: 103050. https://doi.org/10.1016/j.ijhm.2021.103050   [Google Scholar]
  50. Hwang J, Lee JS, and Kim H (2019). Perceived innovativeness of drone food delivery services and its impacts on attitude and behavioral intentions: The moderating role of gender and age. International Journal of Hospitality Management, 81: 94-103. https://doi.org/10.1016/j.ijhm.2019.03.002   [Google Scholar]
  51. Iglesias O, Singh JJ, and Batista-Foguet JM (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18: 570-582. https://doi.org/10.1057/bm.2010.58   [Google Scholar]
  52. Jacoby J, Chestnut RW, and Fisher WA (1978). A behavioral process approach to information acquisition in nondurable purchasing. Journal of Marketing Research, 15(4): 532-544. https://doi.org/10.1177/002224377801500403   [Google Scholar]
  53. Jalilvand MR and Samiei N (2012). The impact of electronic word of mouth on a tourism destination choice: Testing the theory of planned behavior (TPB). Internet Research, 22(5): 591-612. https://doi.org/10.1108/10662241211271563   [Google Scholar]
  54. Jiang C, Rashid RM, and Wang J (2019). Investigating the role of social presence dimensions and information support on consumers’ trust and shopping intentions. Journal of Retailing and Consumer Services, 51: 263-270. https://doi.org/10.1016/j.jretconser.2019.06.007   [Google Scholar]
  55. Jin B and Park JY (2006). The moderating effect of online purchase experience on the evaluation of online store attributes and the subsequent impact on market response outcomes. Advances in Consumer Research, 33(1): 203-211.   [Google Scholar]
  56. Kang J, Manthiou A, Sumarjan N, and Tang L (2017). An investigation of brand experience on brand attachment, knowledge, and trust in the lodging industry. Journal of Hospitality Marketing and Management, 26(1): 1-22. https://doi.org/10.1080/19368623.2016.1172534   [Google Scholar]
  57. Kang JW and Namkung Y (2019). The information quality and source credibility matter in customers’ evaluation toward food O2O commerce. International Journal of Hospitality Management, 78: 189-198. https://doi.org/10.1016/j.ijhm.2018.10.011   [Google Scholar]
  58. Kaplan AM and Haenlein M (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1): 59-68. https://doi.org/10.1016/j.bushor.2009.09.003   [Google Scholar]
  59. Kapoor R and Agarwal S (2017). Sustaining superior performance in business ecosystems: Evidence from application software developers in the iOS and Android smartphone ecosystems. Organization Science, 28(3): 531-551. https://doi.org/10.1287/orsc.2017.1122   [Google Scholar]
  60. Khan I, Rahman Z, and Fatma M (2016). The role of customer brand engagement and brand experience in online banking. International Journal of Bank Marketing, 34(7): 1025-1041. https://doi.org/10.1108/IJBM-07-2015-0110   [Google Scholar]
  61. Knoll J (2016). Advertising in social media: A review of empirical evidence. International Journal of Advertising, 35(2): 266-300. https://doi.org/10.1080/02650487.2015.1021898   [Google Scholar]
  62. Koay KY, Ong DLT, Khoo KL, and Yeoh HJ (2020). Perceived social media marketing activities and consumer-based brand equity: Testing a moderated mediation model. Asia Pacific Journal of Marketing and Logistics, 33(1): 53-72. https://doi.org/10.1108/APJML-07-2019-0453   [Google Scholar]
  63. Kotler P, Kartajaya H, and Setiawan I (2016). Marketing 4.0: Moving from traditional to digital. John Wiley and Sons, Hoboken, USA.   [Google Scholar]
  64. Lee J and Hong IB (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3): 360-373. https://doi.org/10.1016/j.ijinfomgt.2016.01.001   [Google Scholar]
  65. Lim JS, Pham P, and Heinrichs JH (2020). Impact of social media activity outcomes on brand equity. Journal of Product and Brand Management, 29(7): 927-937. https://doi.org/10.1108/JPBM-03-2019-2298   [Google Scholar]
  66. Lin AC, Fernandez WD, and Gregor S (2012). Understanding web enjoyment experiences and informal learning: A study in a museum context. Decision Support Systems, 53(4): 846-858. https://doi.org/10.1016/j.dss.2012.05.020   [Google Scholar]
  67. Lin MQ and Lee BC (2012). The influence of website environment on brand loyalty: Brand trust and brand affect as mediators. International Journal of Electronic Business Management, 10(4): 308-321.   [Google Scholar]
  68. Lipsman A, Mudd G, Rich M, and Bruich S (2012). The power of “like”: How brands reach (and influence) fans through social-media marketing. Journal of Advertising Research, 52(1): 40-52. https://doi.org/10.2501/JAR-52-1-040-052   [Google Scholar]
  69. Liu F, Kanso A, Zhang Y, and Olaru D (2019). Culture, perceived value, and advertising acceptance: A cross-cultural study on mobile advertising. Journal of Promotion Management, 25(7): 1028-1058. https://doi.org/10.1080/10496491.2019.1612495   [Google Scholar]
  70. Luo MM, Chen JS, Ching RK, and Liu CC (2011). An examination of the effects of virtual experiential marketing on online customer intentions and loyalty. The Service Industries Journal, 31(13): 2163-2191. https://doi.org/10.1080/02642069.2010.503885   [Google Scholar]
  71. Mckinney M and Benson A (2013). The value of brand trust. Journal of Brand Strategy, 2(1): 76-86.   [Google Scholar]
  72. McKinney V, Yoon K, and Zahedi FM (2002). The measurement of web-customer satisfaction: An expectation and disconfirmation approach. Information Systems Research, 13(3): 296-315. https://doi.org/10.1287/isre.13.3.296.76   [Google Scholar]
  73. Morgan RM and Hunt SD (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3): 20-38. https://doi.org/10.1177/002224299405800302   [Google Scholar]
  74. Morgan-Thomas A and Veloutsou C (2013). Beyond technology acceptance: Brand relationships and online brand experience. Journal of Business Research, 66(1): 21-27. https://doi.org/10.1016/j.jbusres.2011.07.019   [Google Scholar]
  75. Morrison S and Crane FG (2007). Building the service brand by creating and managing an emotional brand experience. Journal of Brand Management, 14: 410-421. https://doi.org/10.1057/palgrave.bm.2550080   [Google Scholar]
  76. Mostafa RB and Kasamani T (2021). Brand experience and brand loyalty: Is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4): 1033-1051. https://doi.org/10.1108/APJML-11-2019-0669   [Google Scholar]
  77. Muk A (2013). What factors influence millennials to like brand pages? Journal of Marketing Analytics, 1: 127-137. https://doi.org/10.1057/jma.2013.12   [Google Scholar]
  78. Murillo-Zegarra M, Ruiz-Mafe C, and Sanz-Blas S (2020). The effects of mobile advertising alerts and perceived value on continuance intention for branded mobile apps. Sustainability, 12(17): 6753. https://doi.org/10.3390/su12176753   [Google Scholar]
  79. Nam J, Ekinci Y, and Whyatt G (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38(3): 1009-1030. https://doi.org/10.1016/j.annals.2011.01.015   [Google Scholar]
  80. Nelson-Field K, Riebe E, and Sharp B (2013). More mutter about clutter: Extending empirical generalizations to Facebook. Journal of Advertising Research, 53(2): 186-191. https://doi.org/10.2501/JAR-53-2-186-191   [Google Scholar]
  81. Nguyen T and Mai TX (2022). Understanding users’ trust transfer mechanism in food delivery APP. In the 22nd International Conference on Electronic Business, Bangkok, Thailand: 725-731.   [Google Scholar]
  82. Nguyen T, Huang E, and Nguyen DM (2023a). Food delivery app continuance: A dual model and segmentation approach. International Journal of Retail and Distribution Management, 51(5): 569-589. https://doi.org/10.1108/IJRDM-06-2022-0217   [Google Scholar]
  83. Nguyen THN, Tran NKH, and Do K (2023b). An empirical research of corporate social responsibility on creating the green brand equity: An exploratory of Vietnamese consumers' perception in the bank industry. Corporate Social Responsibility and Environmental Management, 30(3): 1292-1299. https://doi.org/10.1002/csr.2419   [Google Scholar]
  84. Nguyen TTH, Nguyen N, Nguyen TBL, Phan TTH, Bui LP, and Moon HC (2019). Investigating consumer attitude and intention towards online food purchasing in an emerging economy: An extended TAM approach. Foods, 8(11): 576. https://doi.org/10.3390/foods8110576   [Google Scholar] PMid:31731668 PMCid:PMC6915481
  85. Nikolinakou A and Phua J (2020). Do human values matter for promoting brands on social media? How social media users' values influence valuable brand‐related activities such as sharing, content creation, and reviews. Journal of Consumer Behaviour, 19(1): 13-23. https://doi.org/10.1002/cb.1790   [Google Scholar]
  86. Nobar HBK, Kalejahi HK, and Rostamzadeh R (2020). Impact of social media marketing activities on brand equity and brand commitment in the leather industry. International Journal of Business Excellence, 20(2): 191-204. https://doi.org/10.1504/IJBEX.2020.105346   [Google Scholar]
  87. Nobre H and Silva D (2014). Social network marketing strategy and SME strategy benefits. Journal of Transnational Management, 19(2): 138-151. https://doi.org/10.1080/15475778.2014.904658   [Google Scholar]
  88. Nysveen H, Pedersen PE, and Skard S (2013). Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions. Journal of Brand Management, 20: 404-423. https://doi.org/10.1057/bm.2012.31   [Google Scholar]
  89. Okazaki S and Taylor CR (2013). Social media and international advertising: Theoretical challenges and future directions. International Marketing Review, 30(1): 56-71. https://doi.org/10.1108/02651331311298573   [Google Scholar]
  90. Oliver RL (1999). Whence consumer loyalty? Journal of Marketing, 63(4_suppl1): 33-44. https://doi.org/10.1177/00222429990634s105   [Google Scholar]
  91. Palla P, Tsiotsou RH, and Zotos YC (2013). Is website interactivity always beneficial? An elaboration likelihood model approach. In: Rosengren S, Dahlén M, and Okazaki S (Eds.), Advances in advertising research: The changing roles of advertising: 131-145. Volume 4, Springer Science and Business Media, Berlin, Germany. https://doi.org/10.1007/978-3-658-02365-2_10   [Google Scholar]
  92. Papasolomou I and Melanthiou Y (2012). Social media: Marketing public relations’ new best friend. Journal of Promotion Management, 18(3): 319-328. https://doi.org/10.1080/10496491.2012.696458   [Google Scholar]
  93. Parsons A (2013). Using social media to reach consumers: A content analysis of official Facebook pages. Academy of Marketing Studies Journal, 17(2): 27-36.   [Google Scholar]
  94. Pashkevich N and Haftor D (2013). A search for patterns of productivity gains of information workers. In the 7th European Conference on Information Management and Evaluation, Academic Conferences Limited, Sopot, Poland: 239-245.   [Google Scholar]
  95. Pillai SG, Kim WG, Haldorai K, and Kim HS (2022). Online food delivery services and consumers' purchase intention: Integration of theory of planned behavior, theory of perceived risk, and the elaboration likelihood model. International Journal of Hospitality Management, 105: 103275. https://doi.org/10.1016/j.ijhm.2022.103275   [Google Scholar]
  96. Pu Y, Zaidin N, and Zhu Y (2023). How do e-brand experience and in-store experience influence the brand loyalty of novel coffee brands in China? Exploring the roles of customer satisfaction and self–brand congruity. Sustainability, 15(2): 1096. https://doi.org/10.3390/su15021096   [Google Scholar]
  97. Quan N, Chi NTKC, Nhung D, Ngan N, and Phong L (2020). The influence of website brand equity, e-brand experience on e-loyalty: The mediating role of e-satisfaction. Management Science Letters, 10(1): 63-76. https://doi.org/10.5267/j.msl.2019.8.015   [Google Scholar]
  98. Rezvani M and Safahani N (2016). The effect of site quality on electronic word of mouth marketing through mediating variable of customer satisfaction (case study: Tiwall culture and art social network online shop). International Business Management, 10(4): 592-598.   [Google Scholar]
  99. Ridhwan RM, Moko W, and Hadiwidjojo D (2021). The impact of e-brand experience on e-brand loyalty mediated e-brand love and e-brand trust: A study on Go-Pay users in Go-Jek application in Malang City. International Journal of Research in Business and Social Science (2147-4478), 10(3): 132-138. https://doi.org/10.20525/ijrbs.v10i3.1154   [Google Scholar]
  100. Rizvi WH, Memon S, and Dahri AS (2020). Brand experience clustering and depiction of brand satisfaction, brand loyalty and emotional confidence. Foundations of Management, 12(1): 111-124. https://doi.org/10.2478/fman-2020-0009   [Google Scholar]
  101. Rose S, Clark M, Samouel P, and Hair N (2012). Online customer experience in e-retailing: An empirical model of antecedents and outcomes. Journal of Retailing, 88(2): 308-322. https://doi.org/10.1016/j.jretai.2012.03.001   [Google Scholar]
  102. Safeer AA, Yuanqiong H, Abrar M, Shabbir R, and Rasheed HMW (2021). Role of brand experience in predicting consumer loyalty. Marketing Intelligence and Planning, 39(8): 1042-1057. https://doi.org/10.1108/MIP-11-2020-0471   [Google Scholar]
  103. Sahin A, Zehir C, and Kitapçı H (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; An empirical research on global brands. Procedia-Social and Behavioral Sciences, 24: 1288-1301. https://doi.org/10.1016/j.sbspro.2011.09.143   [Google Scholar]
  104. Santos MLBD (2022). The “so-called” UGC: An updated definition of user-generated content in the age of social media. Online Information Review, 46(1): 95-113. https://doi.org/10.1108/OIR-06-2020-0258   [Google Scholar]
  105. Sashittal HC, Hodis M, and Sriramachandramurthy R (2015). Entifying your brand among Twitter-using millennials. Business Horizons, 58(3): 325-333. https://doi.org/10.1016/j.bushor.2015.01.010   [Google Scholar]
  106. Saxena A and Khanna U (2013). Advertising on social network sites: A structural equation modelling approach. Vision, 17(1): 17-25. https://doi.org/10.1177/0972262912469560   [Google Scholar]
  107. Schivinski B and Dabrowski D (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2): 189-214. https://doi.org/10.1080/13527266.2013.871323   [Google Scholar]
  108. Schmitt B (1999). Experiential marketing. Journal of Marketing Management, 15(1-3): 53-67. https://doi.org/10.1362/026725799784870496   [Google Scholar]
  109. Seo EJ and Park JW (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66: 36-41. https://doi.org/10.1016/j.jairtraman.2017.09.014   [Google Scholar]
  110. Shareef MA, Dwivedi YK, Kumar V, and Kumar U (2017). Content design of advertisement for consumer exposure: Mobile marketing through short messaging service. International Journal of Information Management, 37(4): 257-268. https://doi.org/10.1016/j.ijinfomgt.2017.02.003   [Google Scholar]
  111. Shroff A, Shah BJ, and Gajjar H (2022). Online food delivery research: A systematic literature review. International Journal of Contemporary Hospitality Management, 34(8): 2852-2883. https://doi.org/10.1108/IJCHM-10-2021-1273   [Google Scholar]
  112. Sikandar MDI and Ahmed QM (2019). Impact of social media marketing on brand love: Promoting loyalty in the restaurant landscape of Pakistan. Online Journal of Communication and Media Technologies, 9(4): e201927. https://doi.org/10.29333/ojcmt/5953   [Google Scholar]
  113. Smith AN, Fischer E, and Yongjian C (2012). How does brand-related user-generated content differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 26(2): 102-113. https://doi.org/10.1016/j.intmar.2012.01.002   [Google Scholar]
  114. Song S and Kim HY (2022). Is social media marketing worth it for luxury brands? The dual impact of brand page satisfaction and brand love on word-of-mouth and attitudinal loyalty intentions. Journal of Product and Brand Management, 31(7): 1033-1046. https://doi.org/10.1108/JPBM-06-2020-2936   [Google Scholar]
  115. Su DN, Nguyen-Phuoc DQ, Duong TH, Dinh MTT, Luu TT, and Johnson L (2022). How does quality of mobile food delivery services influence customer loyalty? Gronroos’s service quality perspective. International Journal of Contemporary Hospitality Management, 34(11): 4178-4205. https://doi.org/10.1108/IJCHM-08-2021-1039   [Google Scholar]
  116. Suharto S, Junaedi I, Muhdar H, Firmansyah A, and Sarana S (2022). Consumer loyalty of Indonesia e-commerce SMEs: The role of social media marketing and customer satisfaction. International Journal of Data and Network Science, 6(2): 383-390. https://doi.org/10.5267/j.ijdns.2021.12.016   [Google Scholar]
  117. Swani K, Milne GR, Brown BP, Assaf AG, and Donthu N (2017). What messages to post? Evaluating the popularity of social media communications in business versus consumer markets. Industrial Marketing Management, 62: 77-87. https://doi.org/10.1016/j.indmarman.2016.07.006   [Google Scholar]
  118. Tran LTT (2020). Online reviews and purchase intention: A cosmopolitanism perspective. Tourism Management Perspectives, 35: 100722. https://doi.org/10.1016/j.tmp.2020.100722   [Google Scholar]
  119. Troise C, O'Driscoll A, Tani M, and Prisco A (2021). Online food delivery services and behavioural intention–A test of an integrated TAM and TPB framework. British Food Journal, 123(2): 664-683. https://doi.org/10.1108/BFJ-05-2020-0418   [Google Scholar]
  120. Urban GL, Sultan F, and Qualls WJ (2000). Placing trust at the center of your Internet strategy. Sloan Management Review, 42(1): 39-48.   [Google Scholar]
  121. Van Noort G, Voorveld HA, and Van Reijmersdal EA (2012). Interactivity in brand web sites: Cognitive, affective, and behavioral responses explained by consumers’ online flow experience. Journal of Interactive Marketing, 26(4): 223-234. https://doi.org/10.1016/j.intmar.2011.11.002   [Google Scholar]
  122. Yadav M and Rahman Z (2017). Social media marketing: Literature review and future research directions. International Journal of Business Information Systems, 25(2): 213-240. https://doi.org/10.1504/IJBIS.2017.083687   [Google Scholar]
  123. Yadav M and Rahman Z (2018). The influence of social media marketing activities on customer loyalty: A study of e-commerce industry. Benchmarking: An International Journal, 25(9): 3882-3905. https://doi.org/10.1108/BIJ-05-2017-0092   [Google Scholar]
  124. Yoon SJ (2002). The antecedents and consequences of trust in online-purchase decisions. Journal of Interactive Marketing, 16(2): 47-63. https://doi.org/10.1002/dir.10008   [Google Scholar]
  125. Yu X, Yuan C, Kim J, and Wang S (2021). A new form of brand experience in online social networks: An empirical analysis. Journal of Business Research, 130: 426-435. https://doi.org/10.1016/j.jbusres.2020.02.011   [Google Scholar]
  126. Zarantonello L and Schmitt BH (2010). Using the brand experience scale to profile consumers and predict consumer behaviour. Journal of Brand Management, 17: 532-540. https://doi.org/10.1057/bm.2010.4   [Google Scholar]
  127. Zhang W, Kang L, Jiang Q, and Pei L (2020). A 2020 perspective on “from buzz to bucks: The impact of social media opinions on the locus of innovation”: From surfaces to essences. Electronic Commerce Research and Applications, 40: 100964. https://doi.org/10.1016/j.elerap.2020.100964   [Google Scholar]
  128. Zollo L, Filieri R, Rialti R, and Yoon S (2020). Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience. Journal of Business Research, 117: 256-267. https://doi.org/10.1016/j.jbusres.2020.05.001   [Google Scholar]