品牌形象对顾客忠诚的影响研究，基于心流体验

This research investigates the correlation between social media marketing and self-concept on brand awareness, brand image, and brand loyalty among Generation Y and Z in the Muslim Creator Class, an online course that creates content based on Islamic values. The research employs a quantitative approach with convenience sampling, resulting in 290 samples. Structural Equation Modeling (SEM) analysis was carried out with the assistance of AMOS 26 Graphics software. The main findings reveal that social media marketing significantly correlates with brand awareness, brand image, and brand loyalty. A novel discovery in this research shows that social media marketing is significantly positively related to self-concept. Brand awareness has a significant positive association with brand loyalty, while self-concept does not significantly influence brand image, and brand image has a significant negative impact on brand loyalty. The implications of this research are relevant for companies like Muslim Creator Class to strategically utilize positive and value-aligned social media marketing to target Generation Y and Z, presenting inspirational, educational content that aligns with Islamic values.

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Taking LEGO brand as a case study, this study constructs a chain model of “user value co-creation→community belonging→brand loyalty” based on the value co-creation theory, the mind-flow theory and the brand community theory, and explores the moderating role of the mind-flow experience in it. We collected questionnaire data from LEGO's core user group (N=310), and used structural equation modeling (SEM) and Bootstrap method to conduct empirical tests. The study found that: value co-creation significantly and positively affects brand loyalty, indicating that users' participation in product design, content generation and other co-creation behaviors directly strengthens brand identity and repeat purchase intention; community belongingness plays a partially mediating role, revealing that users' sense of belonging to LEGO's fan community is strengthened through co-creation behaviors, which is then transformed into brand loyalty; mind-flow experience has a significant effect on the above paths; heart-flow experience has a significant effect on the above paths. The co-creation behavior of the users' community of LEGO fans enhances their sense of belonging to the community, which is then transformed into brand loyalty. This study is the first to integrate the multi-stage mechanism of “behavior-emotion-loyalty” in a physical product scene, verifying the gain effect of mind-flow experience on value co-creation, and expanding the boundaries of the application of the theory of consumer engagement. In practice, companies such as LEGO are suggested to systematically enhance user loyalty through step-by-step task design (to stimulate heart flow), community belonging cultivation (e.g., offline fan festivals), and open co-creation platforms (e.g., LEGO Ideas). This study provides a theoretical basis and operational framework for user operations of high-engagement brands.

The development of a competitive music streaming application industry has an impact on the company's success with a focus on brand loyalty. This study aims to understand the effect of brand experience, viral marketing, and brand image on Spotify user loyalty in Indonesia. A quantitative approach was used by involving 100 Spotify user respondents aged 18-50 years, who use Instagram, through a purposive sampling technique. Primary data was collected through a questionnaire with a five-point Likert Scale. Data analysis used multiple linear regression with IBM SPSS version 26. The findings show that brand experience and viral marketing have no positive effect on brand loyalty. However, brand image has a positive influence. Therefore, it is advisable for companies to enhance features and apply conventional marketing strategies to improve brand experience and achieve better brand loyalty.

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In recent years, virtual reality (VR) technology has developed vigorously, and how to make good use of virtual reality technology to create virtual tourism has become an important topic for tourism ecommerce. Previous studies have shown that creating a good online experience for consumers is an effective way for e-commerce to establish consumer brand loyalty, but there are few literatures focusing on the special group of online travel consumers. Based on the flow theory, the article uses Chinese online travel consumers as a sample to conduct empirical research, focusing on exploring the relationship between consumer perception of VR technology and brand loyalty, and testing the mediating effect of flow experience. The results show that: (1) the perceived usefulness and ease of use of VR technology have a significant positive impact on consumers' online experience; (2)the flow experience of travel consumers has a significant positive impact on their brand loyalty; (3) the perceived usefulness and ease of use of VR technology have a significant positive impact on consumers' brand loyalty;(4)the flow experience has a mediating effect between the perception of VR technology and brand loyalty of travel consumers.

In the digital age, gamification has emerged as a paramount strategy for strengthening brand–consumer interaction. Despite the fact that existing studies have extensively probed further into its effects on brand communication and sales performance, rare investigations have been reported to throw light upon how gamification features influence consumer experience, brand engagement, and brand loyalty, as well as the potential mediating mechanisms involved. For this reason, this research delved into these correlations by employing structural equation modeling (SEM) grounded in 461 valid responses from consumers familiar with a co-branded gamification campaign between a tea beverage brand and a gaming IP. The results illustrated that immersion, achievement, and social interaction dramatically reinforced consumer experience, which led to brand engagement and, in turn, strengthened brand loyalty. Furthermore, consumer experience and brand engagement both mediated gamification feature effects on brand loyalty. By constructing and validating a generalized model, the current study not only practically expands the gamification literature but also empirically illuminates mechanisms through which gamification features contribute to loyalty formation in co-branded settings.

Content-Based Game is a game where the game company builds and continuously fills the core content of the game with high quality, focusing on the quality of the user's experience in the game's content and the enduring space for exploration and collection. This study examines how Content-Based Game's Narrative Design affects users' Brand Loyalty. After quantitative research, it was found that Content-Based Game's Narrative Design can significantly and positively influence users' Brand Loyalty, and immersion plays a Partial Mediation effect. This study suggests that Content-Based Game producers should focus on producing high-quality story plot, attractive characters, and appropriate audio-visual art to enhance user stickiness by deepening users' sense of immersion, which is of practical significance to the design and development of Content-Based Games.

The metaverse offers a paradigm shift for omnichannel retail, but empirical studies on its convergence with physical channels are in their infancy. Filling this research gap, this paper defines the metaverse as a strategic omnichannel touchpoint and explores its effect on loyalty. We propose and examine an original conceptual model based on the Stimulus-Organism-Response (S-O-R) theory and the Technology Acceptance Model (TAM). The model suggests metaverse immersion (Stimulus) affects internal states (Organism)—perceived value and brand engagement—that in turn shape behavioral outcomes (Response)—purchase intention and customer loyalty. Most importantly, we predict that physical retail experience mediates the intention-loyalty relationship, testing the very core "phygital synergy" hypothesis. A sequential mixed-method design was used, starting with qualitative data from 12 retail specialists, followed by a quantitative survey of 512 Indian metaverse users. Data were processed using PLS-SEM. Findings verify all the hypotheses: metaverse immersion has a strong positive effect on perceived value and brand engagement, which induce purchase intention and, consequently, loyalty. One main finding is the significant, positive moderating effect of physical retail experience, which empirically confirms the phygital synergy effect. This study adds to omnichannel theory by providing a combined S-O-R/TAM framework for phygital environments and offers managers tangible strategies for capitalizing on the metaverse to create seamless, loyal customer experiences.

The advent of the experience economy in the 21st century has driven the development of the immersive industry. Now, how companies can retain customers and foster high brand stickiness is an issue that organizations should consider. Therefore, this study establishes gamified marketing as the independent variable, brand stickiness as the dependent variable, network social capital as the mediating variable, and fear of missing out (FOMO) as the moderating variable, based on immersive theory. Using a regional stratified sampling method, a total of 986 valid questionnaires were collected and analyzed through structural equation modeling. The results indicate that gamified marketing has a positive impact on brand loyalty. Additionally, network social capital mediates the relationship between gamified marketing and brand loyalty, while FOMO positively moderates this relationship. This study provides valuable guidance for businesses seeking to enhance user brand loyalty through gamified marketing, thereby increasing the likelihood of successful marketing implementation. It also strengthens the connection between consumers and businesses, helping to achieve marketing objectives and offering theoretical support for acquiring loyal customers.

In this study, we aim to determine the impact of the experiential value of female coffee shop customers on brand immersion and brand loyalty. Because women consider the experiential value of coffee shops to be more important than men, this study was conducted targeting female customers. 255 questionnaires were distributed to female customers who had experience using cafes in the Seoul and Gyeonggi areas, and 227 were collected. As a result of the analysis, three factors were derived for experiential value: emotional, functional, and economic value, and one factor each was derived for brand immersion and brand loyalty. In the hypothesis testing, first, among the experiential values, emotional and economic values were found to have a significant effect on brand immersion, but functional values were not found to have a significant effect, so Hypothesis 1 was partially accepted. Second, among experiential values, emotional, economic, and functional values were found to have a significant impact on brand loyalty, so Hypothesis 2 was adopted. Third, brand immersion was found to have a significant effect on brand loyalty, so Hypothesis 3 was accepted.

The rise of the metaverse has provided luxury brands with a brand-new immersive digital marketing approach. However, there are still relatively few empirical studies on the impact of metaverse marketing on consumers' brand preferences for luxury brands, especially a lack of case studies taking Gucci as an example. This study takes Gucci as a case study, focusing on the digital marketing strategies of luxury brands in the context of the metaverse, and explores how the new experiences provided by the metaverse, such as virtual interaction, immersion, and digital scarcity, can integrate with the traditional attractions of luxury goods (such as vanity satisfaction, identity recognition, and aesthetic experience), jointly influencing consumers' brand preferences and loyalty. This study employs quantitative research methods and collects data through structured questionnaires to verify the impact of metaverse digital marketing strategies on Gucci brand preferences. The research results show that the virtual interaction, immersion and digital scarcity in the metaverse digital marketing strategy have significantly enhanced consumers' sense of identity and satisfaction of vanity towards the Gucci brand, thereby increasing brand preference and loyalty.

This study empirically examines the impact of pop-up store experience attributes on consumers' emotional responses and brand loyalty, while also investigating the mediating role of emotional responses. Additionally, it explores the moderating effect of experience immersion between experience attributes and emotional responses. A survey was conducted with 600 Generation Z consumers who visited a pop-up store within the past six months. Data analysis using SPSS included exploratory factor analysis for validity and reliability, multiple regression for direct path testing, and PROCESS Macro for mediation and moderation analysis. Results show that experience attributes (sensory, affective, cognitive, behavioral, and relational) significantly influenced emotional responses, which in turn mediated brand loyalty. Behavioral experience and experience immersion significantly interacted to enhance pleasure, while experience immersion also moderated the relationship between relational experience and pleasure. Furthermore, experience immersion played a crucial role in the relationship between behavioral experience and arousal. This study confirms that pop-up stores serve as experiential marketing tools that strengthen emotional consumer-brand bonds and increase brand loyalty. It highlights the importance of experience immersion and the need for tailored experience designs based on consumer characteristics, offering practical insights for pop-up store marketing strategies.

To elucidate the formation mechanism of sports marketing effectiveness in the metaverse, this study constructed and empirically validated a three-dimensional theoretical framework of Technology-Content-User. Employing a mixed-methods approach with a primary quantitative survey (N=528), the research investigates how technological features (immersion), content design (interactivity), and user experience (virtual identity) collectively shape marketing outcomes. The findings reveal that immersion, as a technological stimulus, directly and positively impacts brand loyalty (β=0.48, p<0.001). Similarly, a strong sense of virtual identity, representing the user's organismic state, is a powerful predictor of brand loyalty (β=0.56, p<0.001). Notably, interactivity does not directly influence purchase intention but operates through the chain mediating effect of virtual identity (95% CI [0.18, 0.35]), highlighting a nuanced pathway to consumer behavior. Furthermore, the study uncovers a significant moderating effect: participation in the virtual economy (e.g., NFT purchases) strengthens the relationship between interactivity and purchase intention (β=0.19, p<0.05). By extending the Stimulus-Organism-Response (S-O-R) model to the metaverse, this research offers a robust theoretical lens and provides actionable insights for sports enterprises aiming to develop effective marketing strategies in this emerging digital frontier.

Indonesia, with its rich cultural heritage and philosophy, has many traditional art patterns and techniques on fashion, especially Batik, which UNESCO declared a Masterpiece of the Oral and Intangible Heritage of Humanity in 2008. However, global competition is eroding this ancient legacy, as modern consumer behavior tends to prefer foreign products. Brand experience has emerged as a source of customer satisfaction and loyalty. Hence this valuable experience motivating customers to embrace the national heritage as a major part of the country’s identity on a daily basis. The cultural heritage of Batik plays a key role in shaping their identity. Despite the growth of stalls and the fading country of origin image of Batik, it is crucial to maintain the national heritage product. This study aims to analyze the relationship between product authenticity as a country of origin and brand experience offerings on customer satisfaction and brand loyalty to sustain the national heritage product. The target population consists of customer of Batik, aged at least 17 years old, who have purchased at least two pieces in the last six months at a high price point of branding. The research methodology involves SEM-PLS with purposive sampling technique. The results of the descriptive indicator scores indicate that brand experience influences brand loyalty through visual appearance, and customer satisfaction is influenced by proper brand experience that evokes customer’ set. The country of origin influences customer satisfaction through brand experience, as Indonesia’s country of origin for Batik shapes customer brand associations. Additionally, brand experience influences brand loyalty through customer satisfaction via ethnocentric consumer attitude, and the country of origin affects brand loyalty through brand experience as a catalyst for brand purchase intention leveraging Indonesia’s international heritage reputation as the origin of Batik in global competition.  

ABSTRACT Despite the climate emergency, marketing managers in the automotive industry face challenges in stimulating demand for innovations that can decrease greenhouse gas emissions, such as electric vehicles (EVs). Applying the value-identity-personal norm model, this study investigates the influence of normative factors on eco-friendly brand experience and brand loyalty for electric vehicles. We use structural equation modelling to analyse survey data collected from owners of electric vehicles in Sweden. The results show that personal norms directly and positively impact eco-friendly brand experience but not brand loyalty. The impact of personal norms on brand loyalty is found to be fully mediated by eco-friendly brand experience. Based on the findings, we encourage future research to explore the interrelationships between norms and branding, and their potential to stimulate pro-environmental behaviour.

This research investigates five sensory cues (i.e. visual, auditory, olfactory, tactile, and taste) influencing sensory brand experience leading to brand loyalty through customer satisfaction, brand attachment, and customer lovemarks. It also investigates the role of employee empathy in moderating the effect of sensory brand experience on customer satisfaction, brand attachment, and customer lovemarks. Our investigation followed a mixed-method research design, a predominantly quantitative approach by using questionnaire responses from 512 Chinese consumers, which is supported by 10 in-depth interviews and 4 focus group discussions to gain early insights into the subject area. The results suggest that five sensory cues have a significant impact on sensory brand experience and, in turn, contribute to customer satisfaction, brand attachment, and customer lovemarks. It also suggests that not all dimensions of customer satisfaction and brand attachment predict brand loyalty, and employee empathy negatively moderates the relationship between sensory brand experience and customer lovemarks.

Sensory brand experience is a fundamental and central brand experience. Its influencing mechanism on brand outcome variables still needs to be clarified. This study proposed a new SEM model to explore the influencing mechanism from sensory brand experience to brand loyalty and tested it using SmartPLS 4 software. Data were gathered through a web-based questionnaire survey of 304 Chinese consumers. The results show that sensory brand experience is vital in fostering brand loyalty. It impacts brand loyalty both directly and indirectly. The mediating effect of brand attitude is much higher than the mediating effect of brand-self connection, which means that in some situations, a strong emotional bond is not essential for brand success. The results also reveal the moderating effect of gender on relationships in the model. The key gender difference is that the male group does not have a mediation path through brand-self connection, while the female group has. This study expands the research on brand experience and sheds light on developing brand loyalty. Gender differences should be considered when developing sensory marketing strategies. Especially for women, creating sensory brand experiences that elicit strong emotional connections has positive effects on brand loyalty.

Objective With the arrival of the experience economy era, changes in the marketing environment, and the evolution of consumer psychological needs, a good user experience will bring them freshness. Based on user experience, this paper analyzes the relationship among product brand image, brand trust, and brand loyalty, aiming to promote product values and improve brand loyalty and trust. Methods Through case analysis, consumers' favorite brands were selected and conducted positioning analysis on brand color, image, package form, and so on. The study proposed a hypothetical model of user experience on brand loyalty and performed a questionnaire survey on 357 consumers. The relational model of the impact of user experience on consumers was verified using the SEM (Structural Equation Model) method. Results It is shown that sensory experience, emotional experience, behavioral experience, and thinking experience have significant impacts on brand image; brand image apparently affects brand trust; and brand trust and image remarkably influence brand loyalty. Conclusions Extending the concept of user experience to the fast-moving consumer goods industry will contribute to the package design of products and the theory and practice of brand loyalty. The research findings can provide effective strategies and approaches for marketers to improve product market competitiveness and enhance consumer brand stickiness.

PurposeIncreasingly brands are performing several activities on social media in order to alter consumer consumption towards their offering. However, limited studies have attempted to understand as how activities on social media influence usage intentions and brand loyalty. Thus, this study aims to examine the influence of social media marketing activities (SMMA) on brand experience and its association with continued usage intentions (CUI) and brand loyalty.Design/methodology/approachThe study conceptualized a research model by using the theoretical premise of stimulus-organism-response theory. SMMA acts as stimulus, four (sensory, affective, behavioral and intellectual) elements of brand experience act as organism, and CUI and brand loyalty act as response. A survey-based questionnaire is used to collect data from 309 respondents. The hypothesized associations of research model were examined using the structural equation modeling approach.FindingsResults of the study are in line with hypothesized associations among constructs. Results suggest that SMMA is associated with all four elements of brand experience. Also, affective, behavioral and intellectual aspects of brand experience are associated with CUI which influence brand loyalty. The moderating role of education on hypothesized association and the mediating role of organism are also confirmed.Originality/valueUsing stimulus-organism-response theory, this study confirms that SMMA are associated with sensory, affective, behavioral and intellectual aspect of brand experience which has not been examined so far. Also, the novel findings of study add to existing literature of SMMA, brand experience and brand loyalty. The study further contributes to literature by showing the moderation effect of education.

Purpose - to be able to recognize the importance of brand loyalty in recent decades as markets have become more globally competitive and to secure brand position in an industry. Design/methodology/approach - This research uses quantitative methods. The data in this study were obtained through distributing online questionnaires to 120 respondents who became the sample because during the study there was a covid-19 pandemic which limited meetings with respondents directly. Data analysis using structural equation modeling partial least square (SEM-PLS) with the Smart-PLS 3.0 application. Findings - The results showed that brand experience, and brand trust have a significant effect on brand loyalty. However, brand love has no significant effect on brand loyalty. This study also shows that brand love and brand trust mediate the effect of brand experience on brand loyalty. Practical implications - The results of the study can be used for evaluation of related parties, namely the Tehbotol Sosro company in facing increasingly sharp competition in the RTD tea industry, gaining consumer loyalty and of course increasing company revenue. Originality/value - This research contributes to consumer responses in the Malang area with the object of Tehbotol Sosro. The results of this study can also be used as a reference for studies related to RTD Tea brand loyalty to brand experience through brand love and brand trust. The research results also provide input to the managerial of Tehbotol Sosro.

Research aim: This study aims to measure product quality, perceived experience quality, and brand attitude that can affect brand trust through brand loyalty to Janji Jiwa coffee products. Methode: Data will be collected using a survey method and questionnaires. This study used Structural Equation Modeling (SEM) data analysis techniques operated using the Smart-PLS program version 3.2.9 Theoretical contribution: This research also proves that product quality and perceived experience quality can affect brand trust, while brand attitude influences brand loyalty. It aims to create a sense that customers expect to be able to compete with other competitors in the future. Practitioner implication: Product quality, perceived experience quality, and brand attitude play an important role in increasing brand trust and brand loyalty, where good taste integrity and customer expectations will affect growing sales, so coffee shop entrepreneurs must provide innovation strategies in maintaining product quality to influence consumers to be loyal to their products. Research limitation: This study only focuses on three variables: product quality, perceived experience quality, and brand attitude

Purpose: A brand acts as a mechanism in engaging both buyer and seller in a long-term consumer brand relationship. Repeating purchases is most important to all businesses to gain more income and for continuing businesses. Therefore, it is important to develop loyalty to brand and this study focuses on examining the impact of brand experience, brand trust & customer satisfaction on brand loyalty. Design/methodology/approach: The quantitative approach was used for this study. 384 of responses were used as the sample of customers who have engaged with the Sri Lankan apparel sector. Multiple regression analysis was employed to evaluate the conceptual model empirically. Findings: The findings imply that brand experience, brand trust, and customer satisfaction have a positive impact on brand loyalty. Originality: The findings offer valuable insights into Sri Lankan apparel industry aiding brand experience, trust and customer satisfaction. The study emphasizes effective brand loyalty, understanding local audience preferences, and the importance of identified variables towards the enhancement of brand loyalty. Implications: This study suggests that apparel companies in Sri Lanka can enhance brand loyalty and customer satisfaction by enhancing trust, utilizing technology, and fostering emotional connections.

This study aims to derive differentiated distribution strategies grounded in consumer experience by analyzing department store pop-up stores utilizing K-Culture (Korean Wave) through the lens of flow theory. In recent years, the department store industry has evolved beyond a mere retail space for product sales into a complex distribution platform that integrates culture and experiential consumption. In particular, pop-up stores themed around K-content have emerged as a novel form of logistics and distribution strategy, offering strong visit motivation for both K-culture fans and general consumers while simultaneously enhancing brand loyalty and purchase conversion rates. This study adopts the six core components of flow theory—goal orientation, performance, self-reward, visit structure, participation, and collectiveness—as its analytical framework. A comparative case analysis is conducted focusing on three representative examples: SPACE OF BTS at Lotte Department Store, Squid Game at Shinsegae Department Store, and Queen of Tears at The Hyundai Seoul. The analysis comprehensively examines the level of content-driven immersion, spatial design strategies, consumer circulation paths, and the efficiency of logistics operations across these cases. The findings reveal that K-culture-based pop-up stores are evolving from short-term promotional events into experience-centered distribution models. Moreover, the study demonstrates that consumer immersion is maximized and the sustainability of brand experience is strengthened when logistics, marketing, and spatial differentiation strategies operate in an integrated manner. By adopting an empirical approach that bridges cultural content with distribution and logistics, this study provides systematic insights into the strategic value and operational models of K-culture-driven pop-up stores, offering meaningful academic and practical implications.

Abstract Content marketing is an effective approach to brand communication on social media and can inspire people to develop a sense of “ownership” toward the product/brand featured in branded content. Drawing on the theory of psychological ownership and the uses and gratification theory, this study proposed a comprehensive framework to explicate how individual motivations serve as precursors of psychological ownership toward products featured in content marketing, via two processing routes or intermediaries, namely consumers’ flow experience and perceived content value. As such, this study identified six motivations explicating why consumers engage with content marketing: content inspiration, brand likeability, brand conversation, incentive, habitual pass time, and personal identity. Specifically, we found that some antecedents—the motivations of content inspiration, brand likability, brand conversation, and personal identity—positively predicted psychological ownership, via increasing flow and content value, respectively. Furthermore, psychological ownership was positively related to brand loyalty. These findings propose a comprehensive model explaining the process through which content marketing affects psychological ownership and subsequent brand loyalty.

In the rapidly developing self-media era, mobile short video social applications have become a brand-new form of social entertainment, which have aroused widespread concern. In order to promote these applications and increase user usage, this paper, on the basis of flow theory, took users of it as the research object, and constructed a model of influencing factors on user loyalty. Based on a comprehensive analysis of 196 valid samples, this paper explored the relationship between eight factors and user loyalty in three dimensions: conditional factors, experiential factors and resultant factors. Finally, the hypothesis will be validated through data analysis, and this paper puts forward effective marketing suggestions for the development of short video social application in the future according to the three most obvious factors. These conclusions will provide reference for the operation and development of other similar industries and promote the sustainable development of the short video industry. Introduction With the continuous development of mobile Internet, a single form of pictures and texts has been unable to meet the needs of contemporary people to pursue individuality. More and more people are looking for a new, simple form to express their feelings. Short video software came into being. The first to launch the mobile short video social platform was Viddy of the United States. The development of domestic short video began in August 2013 with the built-in “Miaopai” short video sharing function launched by Micro-blog [1]. A lot of short video software began to appear since 2016. They meet the needs of people in the "countdown era" for accessing information with the characteristics of strong visualization, fragmentation, and high interactivity [2]. And it has opened up a new form of entertainment and social networking. According to the relevant data, in the mobile short video industry in August 2017, the number of active monthly mobile devices was 310 million, and the frequency of use and the length of use were also growing. The market size of the entire industry reached 5.73 billion, an increase of 183.9% year-on-year [3]. On the premise of fully understanding and meeting the needs of consumers, enterprises are more conducive to the development of their service marketing activities. For mobile video social media merchants, researching users' flow experiences will help business effectively improve the service quality, increase user's viscosity, and expand the number of users, and it has great commercial value. Theoretical Overview and Related Research The flow theory was first proposed by the American psychologist Csikszentmihalyi (1975), who pointed out that when people participate in an activity, they can enter into a subjective state of temporary immersion if they are fully committed to the activity [4]. In the following research, Novak, Hoffman (2000) and others thought that the flow experience would affect the willingness and attitude of virtual users’ user behavior [5]. Wang Na (2014) constructed a theoretical model of user loyalty in the network community and proved that there is a significant positive relationship between the flow theory factors and the user's intention to use it continuously [6]. Feng Chongjun 4th International Conference on Social Science and Contemporary Humanity Development (SSCHD 2018) Copyright © 2019, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). Advances in Social Science, Education and Humanities Research, volume 281

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AI virtual anchors are an emerging innovation that are gaining significant attention, as they hold promising applications across various fields. This study examines how users perceive live product selling by AI virtual anchors and its impact on brand image and brand loyalty. A two-stage PLS-SEM and ANN approach was employed to analyze data from a sample of 336 individuals in China who had experienced and utilized AI virtual anchors for purchases during branded live streaming sessions. The findings indicate that perceived usefulness, perceived enjoyment, and novelty positively impact brand image, with artificial neural network (ANN) analysis identifying brand image as the primary predictor. Furthermore, brand image acts as a mediator between these user perceptions and brand loyalty. These insights offer brand managers a strategic approach to utilize AI virtual anchors for fostering a positive brand image and building loyal customer bases. The study also contributes to the academic understanding of consumer behavior and brand management in the context of AI.

ABSTRACT The study examines how the dimensions of brand choice (emotional connection, brand attributes, brand image, and price) influence customer loyalty among selected Ghanaian university students as the COVID-19 pandemic has increased the importance of laptops in higher learning institutions. The study further examined the mediating roles of trust and commitment between brand choice dimensions and customer loyalty. The study adopted Structural Equation Modeling (SEM) using AMOS 24 to analyze responses from 310 Ghanaian university students selected purposely from two Universities in Ghana. Findings reveal that brand image and price are the main dimensions of brand choice that directly influence customer loyalty. Thus, brand image and price were the only constructs with a significant relationship with loyalty. Trust and commitment show diverse mediation effects on brand choice dimensions and brand loyalty. The study offers empirical findings to support the assumption that trust and commitment are significant in brand choice dimensions and customer loyalty when selecting laptop brands. The results provide practitioners and scholars with valuable information to understand the role of trust and commitment theory in designing brand choice dimensions to influence loyalty toward laptop brands.

This study explores how Instagram fashion influencers build brand loyalty through customer engagement within the framework of sustainable consumption. Grounded in the stimulus–organism–response (SOR) theory, influencer marketing is conceptualized as a stimulus that activates customer engagement (organism), which in turn enhances brand loyalty (response). A cross-sectional survey was conducted with 279 Instagram users in Palestine who actively follow fashion influencers, and the model was tested using partial least squares structural equation modeling (PLS-SEM). The findings confirm that social media influencer marketing (SMIM) significantly improves both engagement and loyalty. Customer engagement was found to be both a partial mediator and a significant moderator, such that highly engaged consumers exhibited stronger loyalty responses—suggesting intensified value alignment and emotional resonance in sustainability contexts. This study extends the prior literature by integrating the creation–consumption–contribution (C–C–C) model into the SOR framework and conceptualizing engagement as both a psychological state and a boundary condition. It contributes to sustainable consumption research by illustrating how participatory digital behaviors can foster ethical brand relationships, particularly in emerging economies. Practically, it offers strategic guidance for fashion brands and influencers to design campaigns that promote co-creation, authenticity, and eco-conscious narratives. It also emphasizes the importance of aligning influencer values with those of sustainability-minded consumers to foster long-term loyalty. By contextualizing the findings within the Palestinian market, the study highlights how cultural factors may shape engagement and sustainability perceptions, paving the way for future cross-cultural investigations.

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Intelligent advertising utilizes big data mining technology, VR (AR) virtual technology and real-life interaction to understand the consumer's consumer demand, stimulate consumers' active participation, and let consumers get an "immersion experience." Consumers are also interacting with smart ads, subjective awareness is activated, and self is perceived in the game. Smart advertising brings not only the upgrading of advertising technology, but also an important medium for reshaping individual values in the digital age. 消费者对智能广告“沉浸体验”的价值研究 ——基于游戏理论视域 蔡钰鑫 江西师范大学,南昌,江西,中国 931055261@qq.com *通讯作者:蔡钰鑫 关键词:游戏理论;智能广告;沉浸体验;个体价值 摘要:智能广告利用大数据挖掘技术、VR(AR)虚拟技术与现实交互等功能,洞悉消费者的消 费需求,激发消费者主动参与的兴趣,并且让消费者获得“沉浸体验”。消费者同时也在与智 能广告的互动过程中,主体意识被激活,在游戏中感知自我。智能广告所带来的不仅仅是广 告技术的升级,更是数字时代下个体价值重塑的重要媒介。 1. 前言 自中共中央习近平总书记在2018年主持人工智能发展现状和趋势举行第九次集体学习时 强调:“人工智能是新一轮科技革命和产业变革的重要驱动力量,加快发展新一代人工智能是 事关我国能否抓住新一轮科技革命和产业变革机遇的战略问题”后,智能技术在广告领域应用 的速度势如破竹。智能广告的精准化推送、个性化内容订制以及交互性强等特点使受众心理 发生了巨大变化,游戏式广告体验放大消费者的主观感受。这种“沉浸体验”改变以往传统广 4th International Conference on Humanities Science, Management and Education Technology (HSMET 2019) Copyright © 2019, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). Advances in Social Science, Education and Humanities Research, volume 334