digital marketing impact on consumer buying behavior

Marko Merisavo
The Effects of Digital Marketing
Communication on Customer Loyalty:
An Integrative Model and
Research Propositions

HELSINKI SCHOOL OF ECONOMICS
WORKING PAPERS
W-400

Marko Merisavo
The Effects of Digital Marketing
Communication on Customer Loyalty:
An Integrative Model and
Research Propositions

Marketing
February
2006

HELSINGIN KAUPPAKORKEAKOULU
HELSINKI SCHOOL OF ECONOMICS
WORKING PAPERS
W-400

HELSINGIN KAUPPAKORKEAKOULU
HELSINKI SCHOOL OF ECONOMICS
PL 1210
FI-00101 HELSINKI
FINLAND

© Marko Merisavo and
Helsinki School of Economics
ISSN 1235-5674
(Electronic working paper)
ISBN-10: 952-488-006-7
ISBN-13: 978-952-488-009-1
Helsinki School of Economics HSE Print 2006

The Effects of Digital Marketing Communication on
Customer Loyalty: An Integrative Model and Research
Propositions

ABSTRACT
The cost efficiency and diversity of digital channels facilitate marketers’ frequent and interactive communication with their customers. Digital channels like the Internet, email, mobile phones and digital television offer new prospects to cultivate customer relationships.
However, there are a few models explaining how digital marketing communication (DMC) works from a relationship marketing perspective, especially for cultivating customer loyalty. In this paper, we draw together previous research into an integrative conceptual model that explains how the key elements of DMC - frequency and content of brand communication, personalization, and interactivity - can lead to improved customer value, commitment, and loyalty. Keywords: digital marketing communication; personalization; interactivity; customer loyalty; customer relationship management

2

CONTENTS
1

INTRODUCTION..........................................................................................3

2

DEFINITION OF DIGITAL MARKETING COMMUNICATION........6

3

AN INTEGRATIVE MODEL OF THE EFFECTS OF DIGITAL

MARKETING

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