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:	https://eprints.umpo.ac.id/id/eprint/9190

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