Digital Touchpoints Effectiveness and its Impact on Consumer Brand Engagement in Biotechnology Start-Up

Shifa Hustima Sahara, Nila Armelia Windasari
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Abstract

Start-ups are currently in the spotlight in all countries, especially in developed countries, where they are seen as a critical driver of economic growth and a source of long-term jobs. In addition, consumers are increasingly interested in using digital touchpoints to fulfil their daily needs. Marketers of biotechnology start-ups realize that in this competitive era of commercial initiatives, it is difficult to find the point of engagement between consumer and brand to be more pleasant and smooth. This study aims to understand the effectiveness of digital touchpoints in influencing consumer brand engagement at biotechnology start-up. The methodology used factor analysis and regression analysis from an online survey. The respondents were selected by giving questionnaires to consumers who had bought one or more products from biotechnology start-up. The main finding showed digital touchpoints affected consumer brand engagement at biotechnology start-up (0.000, p < 0.01). However, the results with moderator variable of hedonic value (0.4235) and utilitarian value (0.5147)does not moderated digital touchpoints effectiveness on consumer brand engagement (p > 0.05). This study provide a new perspective on measurement items of digital touchpoints effectiveness and provides information for marketers to pay attention to important aspects for increase the engagement of several digital touchpoints.
数字接触点有效性及其对生物技术初创企业消费者品牌参与的影响
初创企业目前在所有国家都受到关注,尤其是在发达国家,它们被视为经济增长的关键驱动力和长期就业机会的来源。此外,消费者越来越有兴趣使用数字接触点来满足他们的日常需求。生物技术初创企业的营销人员意识到,在这个竞争激烈的商业活动时代,很难找到消费者和品牌之间更愉快、更顺畅的接触点。本研究旨在了解数位接触点对生物科技初创企业消费者品牌参与的影响。方法采用因子分析和回归分析,从一个在线调查。受访者是通过向购买过一种或多种生物技术初创公司产品的消费者发放问卷来选择的。主要发现表明,数字接触点影响了生物技术初创企业的消费者品牌参与(0.000,p < 0.01)。然而,以享乐价值(0.4235)和功利价值(0.5147)为调节变量的结果并没有调节数字接触点对消费者品牌参与的有效性(p < 0.05)。本研究为数字接触点有效性的测量项目提供了一个新的视角,并为营销人员提供了增加数字接触点参与的重要方面的信息。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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