The Mediating Role of Digital Marketing in The Effect of Ethnocentric Tendencies on Brand Loyalty

Abstract

Purpose – This study aims to investigate the mediating role of digital marketing in this relationship by examining the effect of consumer ethnocentrism on brand loyalty. While globalization and digitalization processes lead to significant changes in consumer preferences, competition between local and international brands is increasing. In this context, it is analyzed how digital marketing strategies shape the ethnocentric tendencies of consumers and affect brand loyalty.
Design/methodology/approach – The research was conducted within the framework of a quantitative design using the correlational survey model. Data were collected through a questionnaire administered to university students in the Avcılar district of Istanbul, selected through convenience sampling. The survey data were analyzed using statistical techniques; independent samples t-test, analysis of variance (ANOVA), correlation, and regression analyses were performed to examine the relationships among consumer ethnocentrism, brand loyalty, and digital marketing variables.
Results – The results indicate that consumer ethnocentrism has a significant effect on brand loyalty, and digital marketing plays a partial mediating role in this relationship.
Discussion – Digital marketing can enhance consumer–brand interactions, transform ethnocentric tendencies, and strengthen brand loyalty. The findings also reveal that factors such as age, marital status, and social media usage are associated with consumer ethnocentrism. Accordingly, it is emphasized that brands need to consider consumer ethnocentrism in order to achieve sustainable success in both local and global markets. The effective use of digital marketing strategies, particularly targeting ethnocentric consumers, can contribute to building a loyal customer base.