AlF aiha , Sakhe Faisal Ahmad; Ali, Ahmad Mahmoud; Hodai a, Gassan; Mahmoud
Alghizzawi
A icle
The impac o digi al con en ma ke ing on b and de ence:
The media ing ole o beha iou al engagemen and b and
a achmen
Adminis a i e Sciences
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Sugges ed Ci a ion: AlF aiha , Sakhe Faisal Ahmad; Ali, Ahmad Mahmoud; Hodai a, Gassan;
Mahmoud Alghizzawi (2025) : The impac o digi al con en ma ke ing on b and de ence: The
media ing ole o beha iou al engagemen and b and a achmen , Adminis a i e Sciences, ISSN
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Ci a ion: AlF aiha , S. F. A., Ali, A. M.,
Hodai a, G., & Alghizzawi, M. (2025).
The Impac o Digi al Con en
Ma ke ing on B and De ence: The
Media ing Role o Beha iou al
Engagemen and B and A achmen .
Adminis a i e Sciences,15(4), 124.
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A icle
The Impac o Digi al Con en Ma ke ing on B and De ence:
The Media ing Role o Beha iou al Engagemen and
B and A achmen
Sakhe Faisal Ahmad AlF aiha 1, Ahmad Mahmoud Ali 1, Gassan Hodai a 2,* and Mahmoud Alghizzawi 3
1Depa men o Business Adminis a ion and Ma ke ing, Uni e si y o Se ille, 41004 Se ille, Spain;
[email p o ec ed] (S.F.A.A.); [email p o ec ed] (A.M.A.)
2Depa men o Molecula Biology and Biochemical Enginee ing, Chemical Enginee ing A ea, Facul y o
Expe imen al Sciences, Uni e sidad Pablo de Ola ide, 41013 Se ille, Spain
3Facul y o Business Adminis a ion, P i a e Uni e si y o Applied Sciences, Amman 11931, Jo dan;
[email p o ec ed]
*Co espondence: [email p o ec ed]
Abs ac : Ma ke e s a e inc easingly in e es ed in digi al con en ma ke ing (DCM) s a e-
gies ha ha e he po en ial o enhance consume beha iou . Howe e , he e is a dea h o
academic esea ch ha del es in o he impac o DCM on b and de ence. This s udy aims
o in es iga e he impac o DCM on b and de ence h ough beha iou al engagemen and
b and a achmen (in a Jo danian ashion indus y case s udy). The esul s demons a e a
no able bene i o he di ec e ec o DCM on beha iou al engagemen , b and a achmen ,
and b and de ence. DCM is he s onges de e minan o b and de ence, ollowed by be-
ha iou al engagemen and b and a achmen . Beha iou al engagemen exe s a subs an ial
bene icial impac on b and a achmen . The esul s o his esea ch indica e ha bo h
beha iou al engagemen and b and a achmen signi ican ly in luence b and de ence. The
media ion esul s indica e ha b and a achmen ails o media e he posi i e impac o
DCM on b and de ence. Mo eo e , he s udy de e mines ha beha iou al engagemen me-
dia es he posi i e impac o DCM on b and de ence. This s udy is o high impo ance o
ma ke ing s a egies, emphasising he pi o al impo ance o DCM in de eloping e ec i e
ma ke ing app oaches.
Keywo ds: digi al con en ma ke ing; beha iou engagemen ; b and a achmen ; b and
de ence
1. In oduc ion
The ad en o he digi al e a p omp ed nume ous o ganisa ions and companies o
ansi ion hei ma ke ing s a egies om adi ional o digi al o ma s. DCM has become a
much sough -a e , opical, and cap i a ing subjec , a ac ing a g ea deal o a en ion om
consume s and ma ke e s alike.
I holds immense signi icance as a concep ual amewo k and plays a pi o al ole
in d i ing he success and g ow h o companies. Fu he mo e, i ep esen s a ecen and
no able ad ancemen in he u ilisa ion o online echnology (Ezekiel,2022). DCM has
eme ged as a pi o al componen o a p ospe ous online ma ke ing campaign and se es as
he p ima y ins umen inside he ealm o digi al ma ke ing. In a co esponding manne ,
he e enue gene a ed om wo ldwide DCM expe ienced an inc ease om USD 55.1 billion
in 2021 o USD 72 billion in 2023. Acco ding o S a is a (2023a), he an icipa ed alue is
expec ed o each USD 107.5 billion by 2026.
Adm. Sci. 2025,15, 124 h ps://doi.o g/10.3390/admsci15040124
Adm. Sci. 2025,15, 124 2 o 19
Galdón-Sal ado e al. (2024) indica ed ha DCM e e s o he p ocess o gene a ing,
dissemina ing, and exchanging pe inen , cap i a ing, and imely con en wi h he aim
o engaging cus ome s du ing hei decision-making p ocess and mo i a ing hem o
achie e a a ou able ou come o he o ganisa ion. In con as o con en ional me hods,
DCM in a digi al con ex encompasses he p oduc ion o many o ms o con en , including
a icle blogs, social media pos ings, podcas s, ideos, and o he mediums, wi h he aim o
e ec i ely engaging a pa icula a ge demog aphic (Bui e al.,2023). Pek as and Hassan
(2020) de ined con en ma ke ing as a ma ke ing s a egy ha s i es o de elop a ac i e,
help ul in o ma ion o he a ge consume s, dissemina e i , and espond o i .
Despi e he inc easing signi icance o DCM, he e has emained a lack o academic
comp ehension in his ield up o now (Hollebeek & Macky,2019). Due in la ge pa o i s
ela i ely ecen bi h as a subjec o s udy, he e is s ill a majo gap in he academic li e a u e
despi e he acknowledged ele ance o DCM (Mulle & Ch is andl,2019). Al hough
nume ous esea ch wo ks ha e examined i s in luence on consume engagemen and b and
esul s, a ho ough comp ehension o i s consequences, pa icula ly in pa icula sec o s, is
s ill lacking (Al aiha e al.,2024). Addi ionally, he g owing lack o us ha consume s
ha e in adi ional ma ke ing me hods highligh s he necessi y o c ea i e s a egies like
DCM in o de o d aw in and keep consume s (Galdón-Sal ado e al.,2024). The e o e,
u he esea ch is necessa y o in es iga e he ield o DCM.
S a is a (2023b) epo s ha he ashion indus y is s ill e y p o i able and con in-
uously changing. In his sense, Jo danian i ms ha e he oppo uni y o pa icipa e in
in e na ional ade, which will s eng hen he local economy, hanks o he wo ldwide
ashion ma ke , which is es ima ed o be wo h USD 1.2 illion (Ru h,2021). Acco ding
o Al-Nsou and Yusak (2023), one o he mos a ac i e in es men oppo uni ies in he
Jo danian economy is he ashion business. The Depa men o S a is ics (2024) p ojec s
ha Jo dan’s popula ion will ise o 11,587 in 2024, posi ioning i as an eme ging ma ke .
Da a epo al (2024) es ima es ha people unde he age o 34 make up 66.3% o i s pop-
ula ion. Young people make up he g ea es buye g oup o ashion p oduc s acco ding
o Gadha i and Sahni (2020). The ashion indus y in Jo dan is a long- e m endea ou
ha mos ly elies on e ec i e ma ke ing ac ics o a ac ing new cus ome s and e aining
exis ing ones. This is achie ed by emphasising cus ome p e e ences and keeping up wi h
ashion ends (Alshu ideh e al.,2024). Jo dan’s ashion sec o is domina ed by abou
10,700 small, independen ashion bou iques ha sell clo hes, shoes, and accesso ies; he e
a e no many online me chan s in he coun y. The indus y employed o e 57,000 wo ke s
om Sy ia and Jo dan (Al-Nsou & Yusak,2023).
In ligh o he abo e con ex , his s udy aims o in es iga e he impac o DCM on b and
de ence in he Jo danian ashion indus y, wi h pa icula emphasis on he in luence o
beha iou al engagemen and b and a achmen . The examina ion o hese ela ionships will
con ibu e o he cu en li e a u e on DCM. In addi ion, i will o e signi ican new insigh s
o companies seeking o imp o e hei DCM s a egies in o de o ha e a a ou able impac
on b and de ence and inc ease he likelihood o cus ome s pu chasing hei p omo ed
ashion p oduc s.
1.1. Li e a u e Re iew o Concep ual F amewo k
A con ex -speci ic esea ch me hodology was essen ial o he implemen a ion o
his s udy. A s uc u ed model ha illus a es he ela ionships be ween digi al con en
ma ke ing, beha iou al engagemen , b and a achmen , and b and de ence is shown in
Figu e 1. This concep ual amewo k was de eloped based on indings om he li e a u e
e iew and he heo e ical and p ac ical assump ions made (Bougie & Seka an,2019).
Adm. Sci. 2025,15, 124 3 o 19
Adm. Sci. 2025, 15, x FOR PEER REVIEW 3 o 19
Figu e 1. Concep ual F amewo k.
1.2. Digi al Con en Ma ke ing (DCM)
DCM has ga ne ed signi ican a en ion in ecen yea s due o i s c ucial ole wi hin
he ealm o digi al ma ke ing (Galdón-Sal ado e al., 2024). DCM is inc easingly
ecognised as an essen ial app oach o o ganisa ions aiming o engage meaning ully wi h
hei cus ome s. Hollebeek and Macky’s (2019) indings indica e ha DCM is essen ial o
de eloping consume ela ionships and enhancing consume engagemen and us .
DCM, o en known as deep cus ome ma ke ing, is as a s a egy ocused on building
ela ionships. I s p ima y objec i e is o os e emo ional connec ions and acili a e
meaning ul in e ac ions be ween consume s and b ands, a he han solely concen a ing
on di ec b and p omo ion (Sawa ah e al., 2021). DCM, in con as o adi ional
ad e ising me hods, acili a es in e ac i e communica ion on digi al o i ual pla o ms,
gene a ing alue o use s h ough a ious ac i i ies such as social engagemen s and
in o ma ion e ie al, including blogs, e-newsle e s, and online pos s (Pek as & Hassan,
2020). DCM p o ides he ad an age o accessing a b oade audience while minimising
ma ke ing expenses, he eby educing he necessi y o ad e ising and di ec sales
ini ia i es (Al aiha e al., 2024).
Consequen ly, DCM is ocused on imp o ing long- e m sales pe o mance h ough
cus ome engagemen and us -building (Galdón-Sal ado e al., 2024). DCM offe s
aluable con en o an engaged a ge audience. Thus, unde s anding how con en can
be u ilising in ma ke ing o consume s’ engagemen is impo an o gene a ing effec i e
ma ke ing (Dewi e al., 2022). Acco ding o Taiminen and Ranawee a (2019), digi al
ma ke e s an icipa e ha he usage o DCM will ha e a sus ained impac on consume
beha iou , as con en ional me hods o p oduc ad e ising and se ice p omo ion no
longe effec i ely engage con empo a y cus ome s. In con as , i is widely belie ed
among digi al ma ke e s ha con en ma ke ing p esen s a mo e cos -effec i e al e na i e
o ad e ising ac oss many media pla o ms, hence ende ing i an en icing a enue o
explo a ion wi hin he ealm o digi al ma ke ing.
1.2.1. Beha iou Engagemen
The concep o cus ome engagemen is concep ualised as a mul i ace ed cons uc
including a ious o ms o communica ion, including bo h pu chase- ela ed and non-
pu chase- ela ed in e ac ions, be ween indi iduals who ha e he po en ial o become
Figu e 1. Concep ual F amewo k.
1.2. Digi al Con en Ma ke ing (DCM)
DCM has ga ne ed signi ican a en ion in ecen yea s due o i s c ucial ole wi hin
he ealm o digi al ma ke ing (Galdón-Sal ado e al.,2024). DCM is inc easingly ecog-
nised as an essen ial app oach o o ganisa ions aiming o engage meaning ully wi h hei
cus ome s. Hollebeek and Macky’s (2019) indings indica e ha DCM is essen ial o de el-
oping consume ela ionships and enhancing consume engagemen and us . DCM, o en
known as deep cus ome ma ke ing, is as a s a egy ocused on building ela ionships. I s
p ima y objec i e is o os e emo ional connec ions and acili a e meaning ul in e ac ions
be ween consume s and b ands, a he han solely concen a ing on di ec b and p omo ion
(Sawa ah e al.,2021). DCM, in con as o adi ional ad e ising me hods, acili a es in-
e ac i e communica ion on digi al o i ual pla o ms, gene a ing alue o use s h ough
a ious ac i i ies such as social engagemen s and in o ma ion e ie al, including blogs,
e-newsle e s, and online pos s (Pek as & Hassan,2020). DCM p o ides he ad an age o
accessing a b oade audience while minimising ma ke ing expenses, he eby educing he
necessi y o ad e ising and di ec sales ini ia i es (Al aiha e al.,2024).
Consequen ly, DCM is ocused on imp o ing long- e m sales pe o mance h ough
cus ome engagemen and us -building (Galdón-Sal ado e al.,2024). DCM o e s
aluable con en o an engaged a ge audience. Thus, unde s anding how con en can
be u ilising in ma ke ing o consume s’ engagemen is impo an o gene a ing e ec i e
ma ke ing (Dewi e al.,2022). Acco ding o Taiminen and Ranawee a (2019), digi al
ma ke e s an icipa e ha he usage o DCM will ha e a sus ained impac on consume
beha iou , as con en ional me hods o p oduc ad e ising and se ice p omo ion no longe
e ec i ely engage con empo a y cus ome s. In con as , i is widely belie ed among digi al
ma ke e s ha con en ma ke ing p esen s a mo e cos -e ec i e al e na i e o ad e ising
ac oss many media pla o ms, hence ende ing i an en icing a enue o explo a ion wi hin
he ealm o digi al ma ke ing.
1.2.1. Beha iou Engagemen
The concep o cus ome engagemen is concep ualised as a mul i ace ed cons uc
including a ious o ms o communica ion, including bo h pu chase- ela ed and non-
pu chase- ela ed in e ac ions, be ween indi iduals who ha e he po en ial o become
Adm. Sci. 2025,15, 124 4 o 19
consume s o who a e al eady cus ome s and a pa icula company (Ca lson e al.,2019).
In hei s udy, Mohammad e al. (2021) delinea ed cus ome engagemen as he complex
in e play o beha iou al mani es a ions, a i udinal o ien a ions, and a achmen le els
exhibi ed by cus ome s owa ds a comme cial en i y. Cus ome engagemen encompasses
h ee aspec s ha encompass cogni i e, emo ional, and beha iou al esponses (Chi e al.,
2022). Cogni i e engagemen e e s o a consume ’s conce ns o in e es in a b and and
demons a es hei capaci y o iden i y and lea n mo e abou he b and in ques ion. Posi i e
eelings owa ds he ocal b and, like joy, a ec ion, o p ide, a e indica ed by emo ional
engagemen as a esul o he consume –b and ela ionship (Al aiha e al.,2024).
Beha iou al engagemen , acco ding o Hollebeek e al. (2014), is he amoun o
ime, e o , and ocus cus ome s gi e o hei in e ac ions wi h b ands. Wi hin online
communi ies, engagemen is e lec ed om a beha iou al pe spec i e, esul ing om
cogni i e engagemen and/o emo ional engagemen , whe e he emo ional o m ac i a es
he g ow h o he nex beha iou al engagemen (Hollebeek & Macky,2019). F om a
beha iou al s andpoin , cus ome engagemen concen a es on he beha iou al indica o s
conce ning a b and (Sawa ah e al.,2021). Beha iou al b and engagemen migh acili a e
he alue o he nexus o be mo e no iceable o he cus ome s (Ta abieh e al.,2024).
1.2.2. B and A achmen
Bilonda u and Tjok osapu o (2023) indica ed ha b and a achmen e e s o he de-
g ee o emo ional connec ion ha an indi idual has wi h a speci ic b and. Viei a and Sousa
(2020) sugges ha he idea o b and a achmen holds signi ican impo ance in cap u ing
he a ec i e aspec s o he consume –b and connec ion. Acco ding o Al es e al. (2022),
he no ion o b and a achmen can be de ined as he cogni i e and emo ional connec ion
ha links a speci ic b and o an indi idual’s sense o sel . The esul an associa ion has
he po en ial o impac an indi idual’s cogni i e and a ec i e capaci ies. When a s ong
ela ionship is es ablished, he b and will acc ue ad an ages om i s cus ome s, including,
bu no limi ed o, ecu en pu chases, heigh ened b and us , and a p opensi y o pay
a compa a i ely highe p ice (Da is & Dacin,2022). Fu he mo e, he concep o b and
a achmen e e s o a psychological inclina ion ha has he po en ial o swi ly shape
consume s’ pe cep ions o a speci ic b and (She y & Fi zsimmons,2022). Vahda e al.
(2020) iden i ied wo dis inc app oaches in he measu ing o b and a achmen , each em-
phasising di e en aspec s o a achmen . The scale o emo ional a achmen de eloped by
Thomson e al. (2005) and he scale o b and a achmen de eloped by Pa k e al. (2010) a e
wo no able measu es in he ield. Thomson e al. (2005) sugges ha a achmen exhibi s
a iabili y p ima ily in e ms o i s in ensi y, wi h s onge a achmen s being associa ed
wi h heigh ened emo ional expe iences, pa icula ly in e ms o connec ion, a ec ion, and
passion. Howe e , he measu emen amewo k de eloped by Pa k e al. (2010) p ima ily
ocuses on cogni i e aspec s ela ed o he accessibili y o a b and and i s in eg a ion in o a
cus ome ’s iden i y.
1.2.3. B and De ence
In he wo ld o ma ke ing li e a u e, he idea o b and de ence is ela i ely new.
Cus ome ac ions aken p oac i ely o p o ec a b and om c i icism and p ese e i s
epu a ion a e e e ed o as b and de ence (Mos a a & Kasamani,2020). The ac o b and
de ence has been ecognised as a disc e iona y ac ion (Ali e al.,2021) which se es as
he mos po en mani es a ion o WOM and signi ies he a ou able pe cep ions wi hin
he consume –b and associa ion ha p omp cus ome s o p o ec a b and om nega i e
e alua ions (Sawa ah e al.,2021). In a mo e exac manne , consume beha iou can be
cha ac e ised as he ac o ad oca ing o , oicing suppo on behal o , sa egua ding, and
Adm. Sci. 2025,15, 124 5 o 19
p oac i ely mi iga ing de imen al in o ma ion conce ning a b and, hence se ing as a
p o ec i e measu e (Wilk e al.,2020). Ja ed e al. (2015) ega ded he analysis o online
b and ad ocacy as a signi ican componen o hei esea ch. Ilhan e al. (2018) posi ed in
hei esea ch ha his beha iou ex ends beyond me e b and endo semen .
B and de ence s a egies a e c ucial o in luencing consume pe cep ions and main-
aining b and loyal y (Sawa ah e al.,2021). Ali e al. (2021) iden i ied six dis inc ypes
o de ence echniques: ouching, ad oca ing, a ionalising, i ialising, pos poning, and
doub ing. The concep o ad ocacy in de ence pe ains o cus ome esponses o c i ical
commen s pe cei ed as unwa an ed (Roy e al.,2023). Jus i ying de ence pa allels p o-
mo ing de ence; howe e , i is execu ed in a mo e equi able and nuanced manne (Dalman
e al.,2019). Hassan and Casalo A ino (2016) cha ac e ise i ialising de ence as he employ-
men o humo ous ema ks which a e de oid o a obus de ending a gumen . De e ing
in de ence does no necessa ily imply he alidi y o he complainan ’s allega ions. The
a icula ion o nega i e hough s o c i iques ega ding a speci ic b and is e med ouching
de ence (Ali e al.,2021). Ques ioning he de ence ul ima ely aises conce ns abou he
au hen ici y o he complain (Au e al.,2021).
1.3. Hypo hesis De elopmen
1.3.1. The Impac o DCM on BE
DCM is essen ial o boos ing consume engagemen , us , and loyal y. Addi ionally,
Dewi e al. (2022) look in o how DCM a ec s consume beha iou , emphasising i s posi i e
e ec s on b and loyal y and consume engagemen . The company mus apply he concep
o DCM in o de o a ain cus ome engagemen (Galdón-Sal ado e al.,2024). E e y b and
possesses a ious asse s and, among hem, ha ing ac i ely engaged cus ome s is seen as a
c ucial asse , as hey a e ecognised as b and ad oca es (Ha igan e al.,2021). Al hough
social media se es as a pla o m o cus ome engagemen beha iou s, companies ha e
he oppo uni y o u ilise social media o p omo e hei goods, mo i a e consume s, and
es ablish a obus ela ionship be ween cus ome s and he i m Sawa ah e al. (2021). To
cla i y, i may be a gued ha DCM se es bo h hedonic and u ili a ian pu poses, hence
unc ioning as a sou ce o inspi a ional con en . Consequen ly, his can lead o inc eased
le els o beha iou al engagemen (Hollebeek & Macky,2019). Taiminen and Ranawee a
(2019) s a e ha cul i a ing long-las ing cus ome ela ionships and encou aging ac i e
cus ome in e ac ion wi h en e p ises a e he main goals o using DCM. In ligh o hese
esul s, he ollowing heo y is pu o h:
H1: DCM has a posi i e e ec on BE.
1.3.2. The Impac o DCM on BD
Acco ding o Hollebeek and Macky (2019), DCM se es bo h hedonic and u ili a ian
ends; o ha eason, i can o e mo i a ional ma e ial, which helps wi h b and de ence.
Addi ionally, Sawa ah e al. (2021) demons a e how a ious DCM s a egies may im-
pac b and de ence, wi h a ying deg ees o impac based on he message sou ces ha
consume s choose. Cus ome s’ beha iou al in en ions can imp o e when hey assess he
eliabili y o con en sou ces, as ound by AlSokka e al. (2025). In ma ke ing communi-
ca ions, he s eng h o pe suasi e in luences is linked o he heo y o sou ce c edibili y.
This has o do wi h how many people belie e ha a sou ce is knowledgeable abou he
opic being discussed and, as a esul , eliable when p o iding an unbiased analysis o
he ci cums ances. Consequen ly, when indi iduals a e emo ionally exposed o a message
sou ce ha is seen as c edible, such as use -gene a ed con en , hey a e mo e likely o
de elop s onge a achmen s and engagemen in compa ison o sou ces ha a e pe cei ed
as less c edible. Consequen ly, he consume s will endea ou o es ablish a sense o iden i i-
Adm. Sci. 2025,15, 124 6 o 19
ca ion wi h ellow indi iduals and ad oca e o he a o emen ioned b and. The ca e ul and
ho ough e alua ion o he ue me i s o he p o ided in o ma ion by an indi idual esul s
in pe suasion, such as he de ence o a b and. The in luence o DCM on b and de ence is
con ingen upon he message sou ce selec ed by he clien (Sawa ah e al.,2021). Thus, he
ollowing hypo hesis is p oposed:
H2: DCM has a signi ican posi i e e ec on BD.
1.3.3. The Impac o DCM on BA
Acco ding o he indings o Bilonda u and Tjok osapu o (2023), DCM has he capaci y
o impac he emo ional and cogni i e s a es o bo h po en ial and cu en cus ome s, which
con ibu es o he es ablishmen o b and a achmen . Acco ding o Jun and Yi (2020),
indi iduals who a e egula ly exposed o ma ke ing con en ha e heigh ened le els o
b and a achmen . Ma ke ing s a egy has a subs an ial ole in cap i a ing consume s.
Ma ke ing using social media is widely ecognised as a highly e icacious app oach in he
con empo a y e a. Resea ch has p o ided e idence o suppo he no ion ha DCM has
he abili y o in luence consume beha iou . Thus, he ollowing hypo hesis is p oposed:
H3: DCM has a signi ican posi i e e ec on BA.
1.3.4. The E ec o BE on BA
Acco ding o Wilk e al. (2018), b and a achmen is enhanced by cus ome engagemen .
The e o e, he a o emen ioned da a indica e ha indi iduals who ac i ely pa icipa e in
online social media communi ies a e inclined o o m psychological connec ions wi h he
business o communi y, and his inc eases b and a achmen . Acco ding o Li e al. (2020),
he ac o cus ome engagemen has a posi i e impac on he de elopmen o sel –b and
connec ion, which is a componen o b and a achmen . Addi ionally, i os e s emo ional
connec ions be ween cus ome s and se ice p o ide s. J. Kuma and Nayak (2019) imply
ha engaged cus ome s a e a ached o a b and. Mo eo e , hose who ha e de eloped
an emo ional connec ion o a pa icula b and demons a e signi ican le els o loyal y
owa ds ha b and. Acco ding o Li e al. (2020), b and loyal y can be in luenced by
cus ome engagemen h ough he mechanism o b and a achmen . The objec i e o
cus ome engagemen is o cul i a e emo ional connec ions be ween se ice p o ide s
and cus ome s, ul ima ely ans o ming cus ome s in o ad oca es o selle s (V. Kuma &
Kaushik,2020). Acco ding o Coelho e al. (2018), hose who ac i ely pa icipa e in he
online b and communi y end o es ablish obus emo ional connec ions wi h he b and.
Thus, he ollowing hypo hesis is p oposed:
H4: BE has a signi ican posi i e e ec on BA.
1.3.5. The Impac o BE on BD
Acco ding o Ha igan e al. (2021), cus ome b and engagemen and b and ad ocacy
and de ence a e posi i ely co ela ed. B and suppo e s showed highe le els o in ol e-
men wi h b ands inside online o ums han he o dina y cus ome , acco ding o a s udy
by Wilk e al. (2018). Li e al. (2020) ound e idence o suppo he idea ha engaging in
ou ism- ela ed ac i i ies is posi i ely co ela ed wi h good pe cep ions o a b and, which
in u n leads o highe le els o consume loyal y. In he discipline o psychology, Ha igan
e al. (2021) claim ha he deg ee o pa icipa ion posi i ely inc eases he mo i a ion
d i ing hese a i udes. Mish a’s (2019) s udy ound ha cus ome s who ac i ely in e ac
wi h a business a e mo e inclined o sugges i . As a esul , i may be assumed ha b and
de ence will mos likely esul om engagemen . Cus ome s will ac i ely engage wi h a
Adm. Sci. 2025,15, 124 7 o 19
b and and c ea e a olun a y ela ionship ha goes beyond simple ansac ions when hey
a e inspi ed by aspec s o ha b and. Clien engagemen di ec ly leads o b and de ence. In
con as o indi iduals who a e exposed o sou ces ha a e seen as less c edible, cus ome s
who a e emo ionally exposed o a message sou ce ha hey pe cei e as us wo hy a e
mo e likely o es ablish s onge a achmen s and display highe le els o engagemen ,
acco ding o a achmen heo y. As a esul , consume s will make an e o o iden i y wi h
hei pee s and p omo e he b and in ques ion (Sawa ah e al.,2021). Consequen ly, he
ollowing hypo hesis is p oposed:
H5: BE has a signi ican posi i e e ec on BD.
1.3.6. The Impac o BA on BD
S ong emo ional ies and a obus bond be ween he cus ome and he b and cons i u e
he ounda ion o b and de ence. Cus ome s exhibi ing a s ong emo ional connec ion
o a b and, coupled wi h a a ou able a i ude, a e mo e inclined o engage in de ensi e
beha iou s o p o ec and main ain i s epu a ion. Acco ding o Ali e al. (2021), ue
b and ad oca es a e indi iduals who es ablish sel -de ini ional ela ionships wi h a b and.
Acco ding o Ilhan e al. (2018), indi iduals who exp ess sa is ac ion wi h a pa icula b and
demons a e a p opensi y o sha e hei a ou able expe iences wi h o he s o ad oca e o
he b and. In he con ex o a dispu e, c i icism, a ack, o h ea , he p o ision o suppo
may ake on a de ensi e cha ac e (Wilk e al.,2018). Addi ionally, esea ch indica es ha
consume s end o adop de ensi e beha iou s o p o ec and main ain a b and when hey
es ablish a s ong emo ional connec ion wi h i (Sawa ah e al.,2021). Consequen ly, he
subsequen hypo hesis is p oposed:
H6: BA has a signi ican posi i e e ec on DC.
1.3.7. DCM, BE, and BD
Wee asinghe (2019) a gues ha deli e ing high-quali y con en ha os e s b and
engagemen is essen ial o cap u ing consume in e es in a p oduc . This is likely o
esul in a heigh ened p opensi y o u u e pu chases. Mo eo e , a s udy conduc ed
by Hollebeek and Macky (2019) suppo s he no ion ha digi al con en possessing bo h
unc ional and hedonis ic alue can e ec i ely enhance consume engagemen . Cus ome s
a e subsequen ly mo i a ed o olun a ily pa icipa e in beha iou s such as b and de ence
due o his engagemen , mani es ing as beha iou al engagemen . The subsequen heo y is
he e o e p oposed:
H7: BE media es he impac o DCM on BD.
1.3.8. DCM, BA, and BD
Acco ding o Chen and Qasim (2021), DCM con ibu es o enhancing b and a achmen
by demons a ing ha epea ed exposu e o ma ke ing in o ma ion will enhance b and
ela ionships. Ali e al. (2021) also epo ed ha cus ome s wi h emo ional ela ionships o
hei b and will de end he b and. Sawa ah e al. (2021) also no ed ha when consume s
ha e a s ong emo ional connec ion o a b and hey a e mo e likely o ake an ac i e ole in
p o ec ing i . Consequen ly, he ollowing hypo hesis is p oposed:
H8: BA media es he impac o DCM on BD.
Adm. Sci. 2025,15, 124 8 o 19
2. Ma e ials and Me hods
2.1. Ins umen De elopmen
The ins umen s o measu ing each a iable we e de eloped by adap ing ques ion-
nai es om p io s udies. The su ey ques ionnai e was designed ollowing he posi i is
esea ch pa adigm and encompassed he demog aphic cha ac e is ics o he esponden s
along wi h scale i ems.
•
The i s sec ion o he su eys collec ed da a on esponden s’ age, gende , and
mon hly income.
•
In he second sec ion o he su ey ques ionnai e, he scale i ems we e based on p io
esea ch s udies.
The cu en s udy’s amewo k comp ised ou ounda ional cons uc s e alua ed
h ough scale i ems. The a iables o DCM we e measu ed using en i ems ha we e
modi ied om he scales o Pek as and Hassan (2020). Nine i ems, om he Chi e al. (2022)
scale, we e u ilised o measu e he BE a iable, while ou i ems om Li e al.’s (2020)
esea ch we e used o assess BA. The ques ionnai e u ilised o he pu pose o measu ing
BD was adap ed om he measu emen scale de eloped by Sawa ah e al. (2021).
Table 1a icula es he ou cons uc s along wi h hei associa ed e e ences. Ex ensi e
esea ch indica es ha a i e-poin Like scale is equen ly p e e ed o e a se en-poin
Like scale in academic s udies (Hai e al.,2016). The esea che s employed a i e-poin
Like scale as he benchma k assessmen in his s udy. Bougie and Seka an (2019) asse ed
ha a i e-poin a ing scale is as e ec i e as any al e na i e, and ha enhancing he a ing
scale does no inc ease a ing eliabili y. Each i em on he i e-poin Like scale was
assessed om 1 ( o ally disag ee) o 5 ( o ally ag ee), indica ing he a iables.
Table 1. I ems used o measu e cons uc s.
Cons uc s I ems Re e ences
DCM Pek as and Hassan (2020)
DCM1 DC exp esses he ac s.
DCM2 DC is impo an .
DCM3 I belie e ha DC is e y in o ma i e.
DCM4 DC is a eliable sou ce o in o ma ion ega ding p oduc quali y and
pe o mance.
DCM5 DC p o ides aluable in o ma ion abou p oduc s.
DCM6 DC p o ides he ue image o he goods p o ided gene ally.
DCM7 I belie e DC in o ms accu a ely.
DCM8 DC p o ides impo an undamen al in o ma ion on p oduc s.
DCM9 I ely on he accu acy o DC.
DCM10 DC is a good app oach o acqui e in o ma ion abou p oduc s.
BE Chi e al. (2022)
BE1 Using b and X makes me hink abou he b and.
BE2 Pu chasing b and X s imula es my in e es in lea ning mo e abou he b and.
BE3 I eel eally posi i e when I use b and X.
BE4 Using b and X makes me glad.
BE5 I eel g ea when I use b and X.
BE6 I’m pleased o u ilise b and X.
BE7 Compa ed o o he b ands o he same p oduc ca ego y, I spend a lo o ime
using b and X.
BE8 When I u ilise i ems om his p oduc ca ego y, I gene ally use b and X.
BE9
B and X is one o he adema ks I usually use when using his p oduc ca ego y.
Adm. Sci. 2025,15, 124 15 o 19
b and de ence, because i s ela ionship wi h b and a achmen ails o p oduce s a is ically
meaning ul e ec s. Theo e ical de elopmen in his ield can eme ge om examining
al e na i e mechanisms ha ans e DCM’s e ec s in o b and p o ec ion, such as b and
us , b and au hen ici y, and emo ional b and engagemen . The examina ion o po en ial
consume - ela ed and indus y-based a iables could help esea che s o de e mine he
limi a ions wi hin which digi al con en ma ke ing in luences b and de ence.
This esea ch cla i ies signi ican elemen s impac ing he ashion business, which
p o ides c i ical guidance o ashion expe s and academics who wo k in Jo danian ashion
ma ke s and compa able de eloping economies. The esea ch enhances unde s andings
o b and de ence ac o s and emphasises how DCM subjec s cus ome s o undamen al
b and- ela ed pe cep ions while os e ing b and consume in e ac ions. This esea ch
p oduces heo e ical indings which ma ke e s and planne s could u ilise in de eloping
hei s a egies and campaigns.
4.2. Manage ial Implica ions
Fashion sec o manage s should u ilise he esea ch indings o es ablish DCM s a e-
gies which p oduce be e ou comes. Manage s should di ec hei esou ces o DCM
in o de o de elop beha iou engagemen and s eng hen b and a achmen , as well
as de ence capabili ies. Inc eased cus ome engagemen oge he wi h enhanced b and
loyal y d i es he p o ec ion o ashion b ands in hei ma ke compe i ion. This esea ch
emphasises ha ashion businesses need o iew DCM as a undamen al s a egy which
manage s should a oid unde - aluing. Manage s should es ablish digi al con en in luence
on consume beha iou and b and de ence ini ia i es by iewing i as a i al elemen o
ma ke ing p ac ice. Businesses need o dedica e unds owa d c ea ing eli e con en and
abso bing na a i es along wi h in e ac i e ea u es o d i e cus ome engagemen and
de elop b and loyal y.
The case o Za a uses as ashion ope a ions as an example. The implemen a ion o
DCM a Za a helped o build consume de o ion while enhancing he b and’s ela ionship
wi h i s cus ome s. Za a builds undeniable an icipa ion o new ends among a ge
cus ome s by pos ing a ac i e social media con en ea u ing he mos cu en s yles. The
b and uses in luence s alongside o iginal ideos om use s o main ain i s ac i e Ins ag am
p esence, which s eng hens consume emo ions owa d Za a. The b and p o ec ion agains
ma ke compe i ion along wi h i s leading posi ion in he quick ashion sec o ecei es
suppo om Za a’s digi al con en managemen app oach.
DCM equi es ecogni ion as a bene icial app oach o ashion businesses o use as
hei p ima y ma ke ing me hod. Fashion indus y manage s can c ea e one cohesi e b and
s o y ac oss a ious digi al channels h ough he p ope implemen a ion o DCM in hei
o e all ma ke ing s a egy. Companies should implemen hese s a egies o de elop s ong
b and images, while enhanced b and ecogni ion helps c ea e unique ma ke posi ions
among compe i o s. Fashion indus y manage s ecei e an impo an p ac ical bene i
because b and a achmen ails o ac as a signi ican media o be ween DCM and b and
de ence. The esea ch implies ha he inc eased emo ional bond om DCM aids b and
a achmen , ye he posi i e b and de ence e ec does no necessa ily depend on his bond.
Manage s should implemen al e na i e digi al con en mechanisms o build b and us
and au hen ici y, as well as communi y s uc u es, o de elop b and de ence e ec i ely.
5. Conclusions
The p esen wo k has p esen ed he e ec s o DCM on BE, BA, and BD wi hin he
con ex o he ashion indus y in Jo dan. This esea ch s udy in oduces a heo e ical
amewo k ha in eg a es DCM as an addi ional di ec ac o in luencing beha iou al
Adm. Sci. 2025,15, 124 16 o 19
engagemen , b and a achmen , and b and de ence by o e ing a mo e comp ehensi e
explana ion o he in luence o DCM on BE and BA, ul ima ely bols e ing BD wi hin he
ashion indus y in Jo dan. I should be no ed ha he in luence o DCM on BD was mo e
p onounced, and BE and BA exhibi ed a no ewo hy and bene icial in luence on BD. This
means ha BE has a g ea e in luence on BD in he ashion indus y compa ed o BA. In
addi ion, he esul s indica e ha he in luence o DCM on BD is media ed h ough BE.
The e is no e idence o suppo he idea ha BA plays a media ing ole in he in e ac ion
be ween DCM and BD. I is possible ha DCM does no ha e a majo impac on BD
h ough BA. This unexpec ed esul equi es he conside ed examina ion o he p ecise
cha ac e is ics o DCM ha in luence BE, which will be conside ed in u u e esea ch o
unde s and he in luence o BD in he con ex o DCM. The esul s ob ained in his esea ch
p o ide an in-dep h examina ion o how DCM echniques in luence b and ad ocacy in he
Jo danian ashion indus y, hus con ibu ing signi ican ly o cu en ma ke ing knowledge.
This wo k add esses an impo an gap in he li e a u e by elucida ing hese in ica e
ela ionships, which ha e o en been neglec ed in discussions ega ding he impac o DCM
on consume beha iou wi h ega d o b and loyal y.
6. Limi a ions and Fu he Resea ch
This s udy has made aluable con ibu ions; howe e , acknowledging i s limi a ions is
c ucial, as hey may lead o new esea ch oppo uni ies. A key limi a ion is he cons ain o
collec ing esponses only once, acili a ed by he use o a su ey ques ionnai e. The esea ch
can be enhanced by in eg a ing an expe imen al design and employing longi udinal da a
collec ion me hods o b oaden he scope o u u e s udies. Fu he mo e, ou esea ch
ocused on a pa icula dimension o cus ome engagemen . Fu u e esea ch could imp o e
he heo e ical amewo k by inco po a ing cogni i e and emo ional dimensions o e alua e
hei impac on b and de ence. Resea che s may in es iga e di e en ypes o DCM,
including cus ome -gene a ed and company-gene a ed con en . Subsequen ly, esea che s
may pe o m a compa a i e analysis o e alua e he e ec s o di e en ypes o DCM on
beha iou al engagemen , b and a achmen , and b and de ence.
A po en ial a ea o u u e esea ch includes he examina ion o al e na i e cons uc-
ions associa ed wi h b and de ence. While we ha e ca ego ised b and de ence as a o m
o posi i e olun a y conduc , subsequen esea ch may in es iga e di e en amewo ks
o analyse he impac o DCM on b oade b and ad ocacy o speci ic b and de ence be-
ha iou s. This s udy ocused on s uden s a ending p i a e uni e si ies wi h a signi ican
in e es in ashion. I is essen ial o no e ha mos pa icipan s iden i ied as male and
emale wi hin his speci ic demog aphic. The gene alizabili y o ou esul s o o he popu-
la ions may be limi ed. To add ess his limi a ion, u u e esea ch may expand he s udy’s
scope by including samples om a ious loca ions o coun ies, he eby enabling a mo e
comp ehensi e analysis o he ela ionships explo ed in his s udy.
Au ho Con ibu ions: Concep ualiza ion, S.F.A.A. and A.M.A.; me hodology, S.F.A.A. and A.M.A.;
so wa e, S.F.A.A., A.M.A. and G.H.; alida ion, A.M.A. and M.A.; o mal analysis, A.M.A. and
G.H.; in es iga ion, S.F.A.A. and A.M.A.; esou ces, S.F.A.A. and A.M.A.; da a cu a ion, S.F.A.A.
and A.M.A.; w i ing—o iginal d a p epa a ion, S.F.A.A. and A.M.A.; w i ing— e iew and edi ing,
A.M.A. and G.H.; isualiza ion, A.M.A. and G.H.; supe ision, A.M.A. and G.H. All au ho s ha e
ead and ag eed o he published e sion o he manusc ip .
Funding: This esea ch ecei ed no ex e nal unding.
Ins i u ional Re iew Boa d S a emen : No applicable.
In o med Consen S a emen : No applicable.
Adm. Sci. 2025,15, 124 17 o 19
Da a A ailabili y S a emen : Da a a e con ained wi hin he a icle.
Con lic s o In e es : The au ho s decla e no con lic o in e es .
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