Examining the Impact of Social Proof Nudge, Digital Nudge and Trust on Brand Loyalty in the Apparel Industry: A Nudge Theory Perspective

Sara Khan

doi:10.52633/jfkqsr02

Authors

Sara Khan Mohammad Ali Jinnah University, Karachi, Pakistan. Author

DOI:

https://doi.org/10.52633/jfkqsr02

Keywords:

Nudge, Consumer Behavior, Digital Nudge, Social Proof, Online Buying, Brand Loyalty, Trust, Word of Mouth

Abstract

This research aims to investigate the impact of various nudge constructs on consumer brand loyalty and to evaluate whether these constructs act as effective encouraging factors. Additionally, the study examines the role of word-of-mouth (WOM) as a mediator among these independent variables. To be precise, it seeks to determine if these nudges can foster sustainable loyalty or if they merely result in short-term gains. The study focuses on four constructs: Digital Nudge, Social Proof Nudge, Trust, and Word of Mouth (as a mediator), and their influence on brand loyalty within the clothing business. Data were gathered through a self-administered questionnaire from a sample of 390 respondents. The research aims to provide valuable insights into the application of nudge theory strategies in the clothing industry, ultimately contributing to more effective and ethical approaches to building brand loyalty. Structural equation modeling was employed to analyze the relationships between the constructs. The results indicate that social proof nudges and word of mouth significantly impact brand loyalty, whereas digital nudges and trust have a comparatively weaker influence. This research offers novel insights and implications for future studies and marketing strategies in the clothing business, specifically targeting the enhancement of brand loyalty among customers.

Author Biography

Sara Khan, Mohammad Ali Jinnah University, Karachi, Pakistan.

MBA/M.Phil. in Marketing and Brand Management, Mohammad Ali Jinnah University, Karachi, Pakistan.

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