Digital Touchpoints Effectiveness and its Impact on Consumer Brand Engagement in Biotechnology Start-Up

Shifa Hustima Sahara, & Armelia Windasari, N. (2022). Digital Touchpoints Effectiveness and its Impact on Consumer Brand Engagement in Biotechnology Start-Up. IROCAMM - International Review Of Communication And Marketing Mix, 5(2), 52–70. https://doi.org/10.12795/IROCAMM.2022.v05.i02.04

Recibido 2021-12-02
Aceptado 2022-05-05
Publicado 2022-07-31

Resumen

Actualmente, las empresas emergentes están en el centro de atención en todos los países, especialmente en los países desarrollados, donde se las considera un motor fundamental del crecimiento económico y una fuente de empleo a largo plazo. Además, los consumidores están cada vez más interesados en utilizar puntos de contacto digitales para satisfacer sus necesidades diarias. Los especialistas en marketing de empresas emergentes de biotecnología se dan cuenta de que, en esta era competitiva de iniciativas comerciales, es difícil encontrar el punto de interacción entre el consumidor y la marca para que sea más agradable y fluido. Este estudio tiene como objetivo comprender la eficacia de los puntos de contacto digitales para influir en el compromiso de la marca del consumidor en la puesta en marcha de biotecnología. Se realizaron el análisis factorial y el análisis de regresión de una encuesta en línea. Los encuestados fueron seleccionados entregando cuestionarios a los consumidores que habían comprado uno o más productos de la nueva empresa de biotecnología Lemonilo. Los resultados mostraron que la efectividad del punto de contacto digital afectó el compromiso de la marca del consumidor. Sin embargo, el valor hedónico y el valor utilitario no afectaron al compromiso de marca del consumidor. Los resultados de esta investigación brindan una nueva perspectiva sobre los elementos de medición de la efectividad de los puntos de contacto digitales y su impacto en el compromiso de la marca del consumidor. Este estudio proporciona información para que los especialistas en marketing presten atención a aspectos importantes para aumentar la participación de varios puntos de contacto digitales.

https://doi.org/10.12795/IROCAMM.2022.v05.i02.04

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