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