Research on the impact of online marketing by regional dairy companies on consumer brand loyalty

Abstract

In recent years, the duopoly structure in China's dairy industry has become more stable, with regional dairy companies often gaining more market share through differentiation. Nowadays, consumers have developed the habit of learning about products and shopping online, and online marketing channels are experiencing rapid growth. If regional dairy companies can seize the new opportunities, they have the potential to break through in an industry with strong long-term growth prospects. This study used the variables of fun, profitability, interactivity, and personalization in online marketing by regional dairy companies as independent variables and behavioral loyalty and attitudinal loyalty as dependent variables for brand loyalty. The study proposes theoretical hypotheses and constructs a research model. The results, obtained through questionnaire surveys and empirical analysis, showed that the fun, profitability, interactivity, and personalization of online marketing by regional dairy companies each have a positive impact on consumer behavioral and attitudinal loyalty. Based on these results, this study provides corresponding marketing recommendations for the effective operation of regional dairy companies in the future in terms of fun, profitability, interactivity, and personalization