The Relationship Between Short-term Consumer Behavior and Brand Loyalty in the Context of Precision Marketing: Based on Brand Relationship Dynamic Model

With the intensification of market competition and the growing complexity of consumer behavior, precision marketing has become a crucial approach for firms to enhance brand loyalty and sustain market performance. This study addresses the critical issue of transforming short-term consumer behavior into brand loyalty, a focal concern for both businesses and academics. Focusing on short-term consumer behavior, the paper theoretically explores and empirically examines the integrative moderating effects of social influence and consumption scenarios on the impact of consumer brand preference and emotional connection on brand loyalty. The findings indicate that brand preference and emotional connection are key drivers of brand loyalty, with social influence and consumption scenarios positively moderating this relationship. When social influence and consumption scenarios overlap, short-term consumer behavior is more likely to convert into brand loyalty. Consequently, brand managers should prioritize consumers’ emotional experiences in various social contexts and consumption scenarios, devising more personalized and context-specific precision marketing strategies to enhance brand loyalty comprehensively.