Examining the relationship between digital content marketing perceived value and brand loyalty: Insights from Vietnam

This study aims to understand the impact of perceived values of digital content marketing (DCM) on consumer's experiential evaluations. It also explores the impact of consumer's experiential evaluations on brand loyalty, and the mediating impact of prior brand attitude on the relationship between customer's experiential evaluations and brand loyalty. This study utilizes a quantitative method, surveying 290 respondents in the context of Vietnam. The initial phase of this investigation is tested with a pilot study. Several statistical tools are applied to analyze the data, including exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation model (SEM). The findings show that three out of four dimensions of DCM's value perception, such as informative value, entertainment value, and social value, have a significantly positive impact on experiential evaluations. Experiential evaluations also significantly and positively affect brand loyalty, while brand attitude does not mediate the association between experiential evaluations and brand loyalty. These findings will strengthen current knowledge on this DCM issue by providing contextual insights from Vietnam. The practical implications are also provided.