Leveraging of Digital B2C Marketing Between Product innovativeness and Product love

Abstract

This study investigates the impact of product innovativeness and digital B2C marketing on fostering product love among mobile consumers in Egypt, with a focus on telecommunications companies. The purpose of the research is to explore how these two factors influence consumer emotions and brand attachment, and to examine the mediating role of digital B2C marketing in this relationship. The study is based on a survey of 500 consumers of telecommunications services in Egypt, with data collected through structured questionnaires. Statistical tools including descriptive statistics, reliability and validity analysis, Structural Equation Modeling (SEM), and mediation analysis were employed to test the proposed hypotheses. The results reveal that both product innovativeness and digital B2C marketing have significant positive direct effects on product love. Moreover, digital B2C marketing was found to mediate the relationship between product innovativeness and product love, amplifying the emotional connection consumers feel toward innovative products. The study recommends that telecommunications companies in Egypt prioritize continuous product innovation and invest in targeted digital marketing strategies that engage consumers emotionally. By integrating innovation with personalized and interactive digital marketing, companies can strengthen customer love, and maintain a competitive edge in the fast-evolving market. Further research is encouraged to explore the long-term effects of these relationships and to examine the specific digital marketing strategies that most effectively foster product love.