دراسات اقتصادية
Volume 19, Numéro 3, Pages 363-374
2025-11-02
The Role Of Data-driven Marketing In Enhancing Brand Loyalty: An Applied Study On Netflix
Authors : Chine Khathir .
Abstract
This study aims to analyze the role of data-driven marketing in enhancing brand loyalty, with an applied focus on Netflix as a global model that leverages data to understand customer behavior and personalize user experiences. The research adopted a quantitative approach through an online questionnaire distributed to a convenient sample of Algerian subscribers, resulting in 271 valid responses. Data analysis was conducted using SPSS, including confirmatory factor analysis (CFA) and multiple regression to test the proposed hypotheses. The findings revealed that data-driven marketing plays a significant role in explaining loyalty levels, accounting for 48% of the variance in behavioral loyalty and 52% of the variance in emotional loyalty. This confirms that strategies such as personalization, smart recommendations, and user experience enhancement strengthen subscribers’ intention to renew their subscriptions and increase their psychological and emotional attachment to the platform. The study concludes that investing in data represents a strategic necessity for digital platforms seeking to maintain competitiveness and foster sustainable customer loyalty.
Keywords
Data-Driven Marketing ; Brand Loyalty ; Netflix ; Data Analytics ; Personalization
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