The Impact of Social Listening Digital Marketing on Customer Journey and Brand Loyalty Formation － Case Study of Vegan Brand’s Loyalty Loop

This study investigates the effects of social listening-based digital marketing strategies on the customer journey and brand loyalty formation, focusing on a vegan brand’s product trial campaign. The case of BioCGJ, a plant-based cheese brand emphasizing functional attributes such as lactose-free and probiotics, is analyzed through both qualitative and quantitative lenses. Using the Loyalty Loop theory, we map consumer responses across five key journey stages: awareness, interest, experience, trust, and repurchase. Data was collected from participant reviews, Google Trends, and post-experience surveys. Results show a significant increase in brand awareness and a shift toward long-term loyalty, indicated by high repurchase and recommendation intent. Sentiment analysis confirmed the prevalence of trust-driven expressions, highlighting user-generated content's pivotal role in indirect persuasion. This research suggests that consumer experience-centered digital campaigns can replace traditional one-way advertising, making it particularly effective for startups and ethical brands with limited marketing budgets. The findings offer practical insights for marketers seeking to strengthen brand-consumer relationships through experiential marketing.