Will marketing automation encourage repurchase intention through enhancing brand experience? an empirical study of omni-channel retailing in China

Abstract

Contemporary marketers adopt marketing automation tools to reach more potential lead customers through behavioural tacking systems and sending personalised marketing in-formation. The advantages have been acknowledged by marketing practitioners but lack of depth understanding from consumers’ viewpoints – how do consumers value personalised marketing content. Therefore, the research aims to fill the gap by distributing online survey to ‘digital natives’ who have online purchase experiences and stay active on social media net-works in mainland China. 382 valid responses were generated and examined through perform-ing structural equation modelling (SEM) via SPSS AMOS 26. The results demonstrate emerg-ing components of marketing automation including enhanced consumer engagement, personali-sation, and integrated channel performance. These MA elements contribute to positive brand experience, yet privacy concern does not jeopardise consumers’ brand experience. Instead, Chinese consumers do not worry about privacy disclosure, they prefer to share personal infor-mation with retailers to optimise the personalisation during marketing automation process. Besides, positive brand experience derived from adopting marketing automation encourages repurchase intention of the same brand. The findings are critically discussed with existing re-search, and theoretical contributions and practical implications are provided.

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ORCID for Jing Lyu: orcid.org/0000-0002-9839-8891

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