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Uncovering brand advocacy strategy: An empirical study on the digital engagement attitudes of consumers in the beauty industry

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Study investigates how digital engagement mediates product quality and social value's impact on brand advocacy.

Digital engagement attitudes positively mediate the relationship between product quality and brand advocacy.
The study found that product quality and brand social value directly influence brand advocacy in the beauty industry.
Primary data analyzed through regression modeling reveals insights into consumer attitudes towards brand advocacy.
Results suggest that beauty industry players can enhance their advocacy strategies through effective digital engagement.

Tjahjaningsih et al. (2025) studied this question.

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