Value-Based Digital Marketing and Brand Loyalty: Evidence from Algerian Digital Consumers

Asma  Hamdoune

Asma Hamdoune MECAS Laboratory, Djilali Liabes University- Sidi Bel Abbes (Algeria)

Keywords: Value-Based Digital Marketing, Brand Loyalty, Consumer-Brand Engagement, Collectivism Orientation, PLS-SEM, the Algerian digital market

Abstract

Brand loyalty is increasingly difficult to sustain in digitally saturated markets where consumers continuously compare competing value propositions online. This study examines how Value-Based Digital Marketing (VBDM) — combining personalized content, customer value proposition, relationship management, and data-driven optimization — generates brand loyalty among Algerian digital consumers.

The model tests three mediated pathways through Customer Trust & Transparency, Consumer-Brand Engagement, and Consumer-Based Brand Assets, with Collectivism Orientation moderating the engagement-loyalty link. A mixed-methods design combining PLS-SEM with expert interviews was applied across five Algerian digital consumer segments.

All hypotheses are confirmed: VBDM directly predicts brand loyalty, all three mediation pathways prove statistically significant, and Collectivism Orientation meaningfully moderates the engagement-loyalty relationship. The model accounts for a substantial share of variance in brand loyalty, underscoring its explanatory strength. These findings provide actionable guidance for Algerian digital brands seeking to build sustainable loyalty in a collectivist, mobile-first consumer environment.

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