From Clicks to Commitment: Exploring the Role of Digital Content Marketing in Fostering Customer–Brand Engagement and Brand Loyalty

This study attempts to enrich the digital content marketing (DCM) literature by empirically investigating the impact of DCM on customer–brand engagement (CBE) in the context of beauty brands. Moreover, it assesses whether CBE influences brand loyalty (BL) among consumers of beauty brands. The uses and gratifications (U&G) theory has been used as the theoretical framework for this study. Purposive and snowball sampling were used to collect data from 401 respondents. Partial least squares-structural equation modelling was used to examine the relationships between the constructs in the hypothesized model. The results show that all DCM dimensions, except for content information, exert a significant influence on CBE. Furthermore, the results reveal that CBE significantly impacts BL for beauty brands. Theoretically, this study advances the comprehensibility of U&G theory by using it to unveil the dynamics of content consumption behaviour in the DCM domain. Practically, it yields content strategies for digital content creators and influencers to excel in beauty content creation and its dissemination.