Work

The impact of digital marketing on gen Z's Mangrove eco-tourism brand loyalty in Vietnam

Year: 2025

Type: article

Abstract: The article examines the relationship between digital marketing tools and customers' mangrove eco-tourism brand loyalty using a linear regression model with a sample size of 750 customers distributed in three major cities in Vietnam, namely Hanoi, Da Nang, and Ho Chi Minh City. Research indicates that digital marketing tools, including websites, display advertising, search engine optimization, and social media, influence customers' mangrove eco-tourism brand loyalty. Moreover, research results suggest two new factors: display advertising and social media help enhance brand awareness among Gen Z, and word-of-mouth marketing effectiveness from current customers to potential customers significantly affects Gen Z's mangrove eco-tourism brand loyalty.

Source: Edelweiss Applied Science and Technology

DOI: 10.55214/25768484.v9i3.5282

Authors: Nguyen Thi Nhung, Nguyen Linh Phuong

Institution: Academy Of Finance

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4408300341

FWCI: 3.688

Cites:

Cited by: 2

Related to: 10