Expanding the Oil and Gas Sector of Indonesia through Better Marketing Performance: Analysing the Role of Online Engagement, Interactivity and Brand Attachment

Prabowoa, Tripitono Adi, Sitaniapesayb, Rainier Hendrik, Ketut, Ngakan, Dwijendrac, Acwin, Santosod, Adi and Komaryatine, Nurul (2020) Expanding the Oil and Gas Sector of Indonesia through Better Marketing Performance: Analysing the Role of Online Engagement, Interactivity and Brand Attachment. International Journal of Innovation, Creativity and Change, 13 (12). pp. 37-56. ISSN ISSN 2201-1323

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Abstract

The present study attempts to examine the role of online engagement and online interactivity in improving the marketing performance of the Indonesian oil and gas sector. Along with the direct relationships, the mediating role of brand attachment is also investigated. The primary data has been drawn from a sample size of 294. To examine the impact of incorporated variables on marketing performance, Confirmatory factors analysis and the Structural equation modelling approach is incorporated in the study. Several tests were applied including: descriptive analysis, KMO and Bartlett’s test, rotated component matrix, convergent and discriminant validity. The direct effects indicated that online engagement and online interactivity are the significant and positive drivers of marketing performance, creating a significant impact on the improvement of marketing performance. Similarly, the indirect effects show that brand attachment acts as the significant mediator between online engagement and marketing performance. Also, brand attachment significantly mediated the relationship of online interactivity and marketing performance. The study embraces several theoretical, practical and policy making implications for the marketing management practitioners and strategy developers to attain high levels of marketing performance and business expansion. Finally, various limitations have been given along with recommendations for in-depth findings by future researchers

Item Type:	Article
Uncontrolled Keywords:	Marketing performance, Online engagement, Interactivity, Brand attachment, Indonesia.
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Faculty of Economic
Depositing User:	Library Umpo
Date Deposited:	22 Jul 2022 04:11
Last Modified:	22 Jul 2022 04:11
URI:	http://eprints.umpo.ac.id/id/eprint/9190

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