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

Received 2021-12-02
Accepted 2022-05-05
Published 2022-07-31

Abstract

Start-ups are currently in the spotlight in all countries, especially in developed countries, where they are seen as a critical driver of economic growth and a source of long-term jobs. In addition, consumers are increasingly interested in using digital touchpoints to fulfil their daily needs. Marketers of biotechnology start-ups realize that in this competitive era of commercial initiatives, it is difficult to find the point of engagement between consumer and brand to be more pleasant and smooth. This study aims to understand the effectiveness of digital touchpoints in influencing consumer brand engagement at biotechnology start-up. The methodology used factor analysis and regression analysis from an online survey. The respondents were selected by giving questionnaires to consumers who had bought one or more products from biotechnology start-up. The main finding showed digital touchpoints affected consumer brand engagement at biotechnology start-up (0.000, p < 0.01). However, the results with moderator variable of hedonic value (0.4235) and utilitarian value (0.5147) does not moderated digital touchpoints effectiveness on consumer brand engagement (p > 0.05). This study provide a new perspective on measurement items of digital touchpoints effectiveness and provides information for marketers to pay attention to important aspects for increase the engagement of several digital touchpoints.

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

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